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In globalizing market conditions, consumers are taking a global attitude while performing their purchasing behaviour. This attitude affects consumers all over the world and consumers with similar habits are emerging. From this perspective, it became very important to know the personality characteristics of the consumers and the personality type they should be assessed. In this direction, a study has been done on students of Faculty of Economic and Administrative Science of Kafkas University. In the study, personality types that are prone to global consumer cultures were examined and the effect of global consumer cultural tendency on global brand purchase intentions was investigated. In the result of study; global consumer culture tendency differs according to personality type and global consumer culture tendency influences the global brand purchase intention.
In globalizing market conditions, consumers are taking a global attitude while performing their purchasing behavior. This attitude affects consumers all over the world and consumers with similar habits are emerging. From this perspective, it became very important to know the personality characteristics of the consumers and the personality type they should be assessed. In this direction, a study has been done on students of the Faculty of Economic and Administrative Sciences of Kafkas University. In the study, personality types that are prone to global consumer cultures were examined and the effect of global consumer cultural tendency on global brand purchase intentions was investigated. In the result of the study; the global consumer culture trend differs according to personality type and the global consumer culture trend influences the global brand purchase intention.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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