Measurement of personality through modified Instrument: a study of young consumers of India/ created by Shakeel Ahmad Sofi and Fayaz Ahmad Nika

The present work on personality of a consumer focuses on revising and building a comprehensive framework that would help ascertain personality of an individual from consumer behaviour perspective. It proposes a relook at the validation and reconsideration of earlier developed scales in the subject of personality with special reference to Big Five Personality Framework. A sample of 624 was chosen for this study and multi-stage sampling was adopted in view of layer wise spread of population. Based on the results of exploratory factor analysis (EFA), some of the dimensions of Big Five Personality Framework have been retained whereas few emerging constructs were adopted for their relevance to consumer behaviour. Emotional stability and conscientiousness were left unchanged, whereas extraversion, agreeableness and openness were transformed to new constructs for their foundation in organisational behaviour and having relevance of newly adopted constructs in consumer behaviour. One more construct ‘conserving propensity’ was appended to Big Five Model of personality to make it Big Six from Consumer Behaviour Perspective.