Abstract:

Today, the diversity of products and brands is increasing every day, and in parallel, consumers have more and more alternatives. With the increase in alternatives, the factors affecting purchasing decisions are also increasing in a similar way. This change in the markets causes brands and to look for new road maps and more targeted strategies. Research on consumer behavior in these searches of brands and becomes valuable. From here, it becomes important to determine which factors are effective in consumers’ purchase decisions and how these factors relate to each other. Personality characteristics vary from consumer to consumer, which leads to diversity in purchasing styles. Moving from this importance, the purpose of the study is to determine the effects of consumers’ personality characteristics on the way they buy. According to the data obtained by 397 consumers through the online survey method, it was studied how consumers’ personality characteristics influenced their way of making decisions. The data is studied through correlation analysis and structural equality modeling. As a result, there have been meaningful relationships between personality characteristics and consumer styles. According to the structural equality model and road analysis results, it is understood that personality characteristics have an impact on consumer styles and subdimensions at different levels. Research results will help marketers understand the relationships and interactions between personality characteristics and types of purchase decisions. It is believed that in the summer there is not enough work on this subject that the work can contribute to the writing.

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