Personality and Shopping Styles in Young Slovak Adults

Mgr. Petra Šulková

Master's thesis

Abstract:

Cieľom tejto výskumnej štúdie bola explorácia možných súvislostí medzi vybranými osobnostnými charakteristikami a nákupnými štýlmi v oblasti módy u osôb v období mladej dospelosti (20-30). Tieto vzťahy sa skúmali na vzorke 253 respondentov zo Slovenska pomocou dotazníkov NEO-FFI na osobnostné charakteristiky a CSI na nákupné štýly. Pomocou faktorovej analýzy sme identifikovali 6 nákupných štýlov, menovite „Hedonistic fashion-conscious“, „Careful quality-conscious“, „Carelessly confused“, „Implusively carefree“ , „Habitual brand-loyal“ a „Brand-conscious“. Najsilnejšie vzťahy sa zistili medzi neurotizmom a „Carelessly confused“, prívetivosťou a „Careful quality-conscious“, svedomitosťou a „Careful quality-conscious“ a extraverziou a „Hedonistic fashion-conscious“. Výsledky tejto experimentálnej štúdie môžu ďalej slúžiť ako hodnotný materiál pre oblasť marketingovej psychológie so zameraním na najväčšiu skupinu konzumentov súčasnej spoločnosti - mladých dospelých, ktorí svoju jedinečnosť často prezentujú práve cez módne prvky.

Abstract:

The purpose of this study was the exploration of possible associations between specific personality traits and shopping styles in the context of fashion at the developmental stage of young adulthood (20-30). Quantitative research was realized on 253 respondents from Slovakia. Two methods were used: NEO-FFI, focused on personality traits and CSI, focused on identifying shopping styles. Six shopping styles in young Slovak adults were identified, namely Hedonistic fashion-conscious, Careful quality-conscious, Carelessly confused, Impulsively carefree, Habitual brand-loyal and Brand-conscious. The strongest correlations were found between Neuroticism and the Carelessly confused (positive), Agreeableness and the Careful quality-conscious (negative), Consciousness and the Careful quality-conscious (positive) and Extraversion and Hedonistic fashion-conscious (positive). The results of this experimental study can serve as a valuable material for the field of marketing psychology focusing on the largest group of consumers of contemporary society – young adults, who support and promote their uniqueness often through fashion items.

Keywords

osobnosť, nákupné štýly, psychologické charakteristiky, mladá dospelosť, móda, personality, shopping styles, personality traits, young adulthood, fashion

Language used: English

Date on which the thesis was submitted / produced: 20. 5. 2013

Thesis defence

• Date of defence: 28. 5. 2013
• Supervisor: doc. PhDr. Iva Burešová, Ph.D.

Masaryk University

Faculty of Arts

Master programme / field:
Psychology / Psychology