Abstract:

The importance of creating differences and efficient use of resources in today’s intense competitive environment is increasing every day. Companies identify consumption types by making a classification by consumer’s decision-making styles, bringing significant profits to companies. Therefore, it is very important that consumers make a classification through their decision-making styles. The monitoring of personal factors affecting consumer purchasing behavior is also extremely important in making this classification. This will help to develop more efficient and effective strategies. Companies that can this can identify their target audiences more accurately and transmit their marketing messages more accurately and more effectively. Also, thanks to these identified typologies, they can avoid unnecessary costs and contribute to the increase in their profitability. The influence of personal factors in purchasing behavior should also be taken into account. In fact, in the decisions of a recipient; the influence of personal characteristics such as "the age and life cycle stages of the recipient", "the profession", "the economic status", "the lifestyle", "the concept of personality and self" is great. Therefore, the necessary studies on “cultural factors”, “social factors” and “psychological factors” which affect the purchasing behavior should be done as well as on “personal factors”. The research was carried out on consumers who reside in Konya between November 2019 and December 2019 and who trade ready clothes. The main purpose of this study is to determine the dimensions of consumer decision-making styles and to determine whether these behaviors differ according to the personal factors affecting the purchasing behavior. In this context, the first verifying factor analysis was made. Subsequently, differentiation tests were applied to determine age, income level and economic lifestyle according to consumer decision-making style groups. The study found that in the context of age groups, there were significant differences between groups in terms of satisfaction-oriented consciousness, price-value consciousness, instability and recreational shopping consciousness. (2) In the context of income level groups, there have been significant differences between groups in terms of instability and recreational shopping consciousness. (3) In the context of credit card possession, there have been significant differences between the groups in terms of instability and brand awareness. (4) In the context of the ready-made clothing shopping partner, there have been significant differences between the groups in terms of instability, fashion consciousness and recreational shopping consciousness. If the work was done would be referred to the main contribution of this study to literature; when literature is studied, the studies on demographic differences in the dimensions of consumer decision-making styles are usually done with the standard demographic characteristics. (Gender, civil status, education level, age, profession, income level, etc.) However, in the current study, the demographic differences in the size of consumer decision-making styles have been addressed in the context of personal factors, which are one of the factors affecting the purchasing behavior. It is believed that this will contribute to managers, marketing professionals and academics who are working in the ready-made clothing industry.

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