Consumer Clustering on the Base of Their Shopping Styles and Examination of Its Relationship with Innate Innovativeness and NEO Personality Dimensions

Abstract

This study has examined the relationship between decision styles inpurchase, the aspects of innate innovativeness and personality dimensions. First,consumers have been classified into 3 clusters according to similarities inshopping style. Then, the cluster behavior analysis based on the shopping styles,aspects of innate innovativeness and NEO personality dimensions. Results don’tshow any significant difference between aspects of innate innovativeness andthree aspects of NEO personality (Neuroticism, Openness, Extroversion), but thedifference is noticeable among the cluster and between two dimensions(Agreeableness and Conscientiousness). Theoretical Study also shows that amongthe three aspects of consumer innovativeness, there is relationship between innateinnovativeness dimension and personality dimensions. Therefore, the relationshipbetween innate innovativeness dimension and personality dimensions has beenanalyzed. The results of the research suggest a direct relationship betweenpersonality dimension of Neuroticism and sensory innovativeness, but there isn’tany Neo personality and cognitive innovativeness and sensory innovativeness.

Keywords

• Cognitive Innovativeness
• Innate Innovativeness
• NEO Personality Dimensions
• Sensory Innovativeness
• Shopping Style