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

This study has examined the relationship between decision styles in purchase, the aspects of innate innovativeness and personality dimensions. First, consumers have been classified into 3 clusters according to similarities in shopping style. Then, the cluster behavior analysis based on the shopping styles, aspects of innate innovativeness and NEO personality dimensions. Results don’t show any significant difference between aspects of innate innovativeness and three aspects of NEO personality (Neuroticism, Openness, Extroversion), but the difference is noticeable among the cluster and between two dimensions (Agreeableness and Conscientiousness). Theoretical Study also shows that among the three aspects of consumer innovativeness, there is relationship between innate innovativeness dimension and personality dimensions. Therefore, the relationship between innate innovativeness dimension and personality dimensions has been analyzed. The results of the research suggest a direct relationship between personality dimension of Neuroticism and sensory innovativeness, but there isn’t any Neo personality and cognitive innovativeness and sensory innovativeness.