The study of execution and handling of personal financial planning consultancy from the viewpoint of financial consumers

In recent years, Turkey has taken important steps in personal finance. One of the most important steps that are important for the financial literacy and financial planning for individuals and families is the Financial Access, Financial Education, Financial Consumer Protection Strategy and Action Plans that were introduced with a Prime Ministry Circular dated June 5, 2014. This study has two aims to contribute to the field of personal finance. The first of these aims is to make suggestions for the solution of the problems arising from internal and external factors as a result of the evaluation of comprehensive personal financial planning consultancy by SWOT analysis method. For this purpose, document analysis and interview technique, one of the qualitative research methods, were used. The most important finding among the suggestions put forward as a result of the research was the necessity of detailed legislation and legal regulations for the personal finance field and personal financial planners. The second aim of the study is to determine the financial needs of the consumer profile, consulting preferences and the level of perception of personal financial planning consultancy. in Turkey. For this purpose, a survey was developed by the researcher. The online survey using Google Forms platform was conducted with 1,000 participants. It consists of 50 questions and three parts: demographic characteristics, financial information form and personal financial planning consultancy scale. The findings of the survey showed that consumers need to work with a Personal Financial Planner and prefer a comprehensive approach rather than a modular approach to personal financial advisory service. It was determined that consumers' perceptions of personal financial planning were above the medium level and showed a positive tendency.