Özet:

Today, it is virtually impossible to find a product without alternatives. Thus, the consumers enjoy a wide range of options to meet their wants and needs. The diversity and growth of such wants and needs, on the other hand, make the job of the suppliers harder and harder. Any firm which seeks success in an environment of growing competition should engage in an accurate analysis of consumer demand and maximize customer satisfaction. Given the impossibility of analyzing the purchasing behavior of every consumer on an individual basis, focusing on groups of individuals based on their shared characteristics would make consumer behavior easier to understand and comprehend for the firms. An analysis of the behavior of individuals based on five personality traits, in this context, could make it easier for the researchers to understand consumer behavior. Against this background, the present study aims to identify the impact of personality traits on the purchasing styles of young consumers. To do so, the Big Five Traits (BFT) model and the Consumer Style Inventory (CSI) were employed to analyze purchasing behavior among young consumers, with reference to their personality traits. The analysis led to the conclusion that young consumers who have different types of personality exhibit different styles of purchasing behavior. The findings reached contribute to the literature seeking to understand the changes in purchasing styles with reference to the personality traits of individuals.

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