• Udhaya Jothi SK
• M PUNITHAM

This study investigates the impact of the Big Five personality traits Openness to Experience, Conscientiousness, Extraversion, Agreeableness, and Neuroticism on impulsive food and grocery purchasing behavior among consumers in Coimbatore. Impulse buying, characterized by spontaneous, emotion driven decisions, poses both opportunities and challenges for retailers aiming to influence consumer behavior. With the rising importance of psychological and personality-based targeting in marketing, understanding these traits becomes essential. The research adopts a descriptive design and uses a convenience sampling method to collect primary data from respondents in the Coimbatore. The research highlights significant gaps in real-time evaluation and unconscious buying behavior, emphasizing the need for better data collection and measurement tools. This study offers practical implications for marketers to design personalized promotional strategies in food and grocery retail by leveraging consumer personality insights, ultimately improving both customer satisfaction and business performance in Coimbatore’s competitive retail market.

KEYWORDS: Big Five Personality Traits, Impulse Buying, Consumer Behavior, Food and Grocery Retail

"PERSONALITY DRIVEN IMPULSE BUYING: AN ANALYSIS OF CONSUMER BEHAVIOR IN THE FOOD AND GROCERY SECTOR IN COIMBATORE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 5, page no.i494-i500, May-2025, Available :http://www.jetir.org/papers/JETIR2505955.pdf

"PERSONALITY DRIVEN IMPULSE BUYING: AN ANALYSIS OF CONSUMER BEHAVIOR IN THE FOOD AND GROCERY SECTOR IN COIMBATORE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 5, page no. ppi494-i500, May-2025, Available at : http://www.jetir.org/papers/JETIR2505955.pdf