The effect of brand personality on decision making styles: A research on automotive sector

One of the most important factors affecting the decision-making behavior of consumers is the brand. Every consumer has a product, service or brand. In addition, each brand has its own personality. According to these personality traits, people choose the brand they feel close to. However, companies need to know very well what consumers choose when choosing a brand. Consumers are not only influential in terms of rational behavior, but also intuitive, dependent, spontaneous and avoidant tendencies. In this context, it is determined how the consumers' purchasing intention is due to the factors that cause decision making at the point of purchase. In this study, it is emphasized that the concept of brand personality is important for businesses and the styles that consumers exhibit at the time of decision making. Therefore, the relationship between these two variables was examined. The study was applied to 455 consumers who were informed about the automobile brands selected by random sampling method and the data obtained from the survey results were analyzed and interpreted in SPSS 22 program.