Psikografik faktörlerin tüketici davranışı üzerindeki etkisi

Psychographic factors (personality, lifestyle and attitude) have become a key aspect in determining the consumer buying bahavior. The study therefore, aimed at determining the relationship between psychographic factors and their influence on consumer buying behavior on textile product in Kwari market in Nigeria. Specifically, the study focused on the influence of customer's personality, lifestyle, and attitudes on consumer buying behavior. Consumers buying intention becomes complex as a result of the interplay between the outside influences and personal of the consumer traits. Since the feelings, thoughts and actions of various consumers are constantly changing, the intention of consumers to acquire things is also a dynamic process. The study was grounded on the positivist philosophical framework and assumed a descriptive research design (cross sectional). The study targeted customer of buying fabrics in Kwari market. The sample size was 350 respondents and out of these, 264 questionnaires were gathered for analysis. Data was collected using structured questionnaire. Partial least squares technique was used in testing hypothesized linkages. The Analyzed result demonstrates that personality, lifestyle and attitude both have positive influence on buying behavior of customer in Kwari market. The study concluded that psychographic factors influenced consumer buying decision of textile products in Kwari market. The study recommended that sellers in Kwari market should design products that elicited different emotions, perceptions and feelings from consumers. The study further recommends that sellers in the market should develop marketing strategies around the personalities, lifestyles and attitudes of their consumers. This means that marketers should aim to identify personalities, lifestyle patterns and attitudes of their customers regularly.