The effects of the type of personality in consumers purchasing power in inflationary condition of the cosmetics industry(pakshoo company case study)

Subject Areas : business management

shiva eslami ¹ , Naser Shams ghareneh ² , Asal Aghaz ³

1 - Department of Business Management, Faculty of Management, Amirkabir University of Technology, Tehran Iran.
2 - Department of Industrial Engineering, Faculty of Industrial, Amirkabir University of Technology, Tehran Iran.
3 - Department of Business Management, Faculty of Management, Amirkabir University of Technology, Tehran Iran.

Received: 2020-12-28 Accepted : 2021-02-01 Published : 2021-06-22

Keywords: inflation, personality types, income deciles, consumer purchasing power,

Abstract :

In this study, a descriptive-survey method was used to collect some data and information and a questionnaire was used to assess the personality type of individuals. Research data were statistically analyzed by Spearman test (inferential analysis) and Yuman-Whitney two-factor test in SPSS software. Research hypotheses indicate that the type of personality type of income deciles has a significant effect on their purchasing power and there is also a positive and significant relationship between income and purchasing power of income deciles. According to the analysis of data and statistical tests, during the years 1395 to 1399, among the 4 hypotheses of the relationship between consumer personality types and their purchase, the fourth hypothesis is confirmed and also a significant relationship between the income of income deciles and their purchase It was confirmed despite the increase in inflation in 1997 and 1998.It was found that there is a significant relationship between the amount of purchase and the type of judgmental-perceptual personality type in consumers of health and cosmetics.