Consumer behaviour is important area for marketers to learn and understand about their consumer’s characteristics and behaviours. This has become a marketing priority in the current marketing environment. Hence marketers explore on buyer characteristics in terms of their buyers’ and how buyers learn to make decision from external and internal factors influence. Therefore, this research examined how buyer characteristics associate with purchase decision among Malaysian travellers in low-cost airline. Survey questionnaires on purchase decision and buyer characteristics namely, psychology, social and personal factors were conducted with 200 low-cost airline Malaysian travellers. The findings indicate that social, psychology and personal factor have strong association and positive correlation with purchase decision. Social factor found to be having strongest association with purchase decision with r value of 0.792. This research recommended there may be other factors that influence purchase decision, which should be investigated in different context and cross culture perspective.

Keywords: Buyer characteristics, Purchase decision, Low-cost airline industry, Malaysian travellers