The effect of five big personality factors on consumer behavior purchasing behavior: Fırat University example

Personality can be defined as the set of behaviors created by an individual's unique characteristics. The formation of personality can start from the birth of individuals and continue throughhout the process until their death. Although personality is defined as the totality of individuals behaviors, a claer definition of personality has not been put forward in the literature. The difficulty in defining personality is that the concept of personality is presented in a very board framework. Personality characteristics of people can change within the family, environment or heredity. Personality can also be expressed as the behavior of individuals who constantly repeat themselves in different events. Each individual can have different personalities of their own. And these personalities may develop different characteristics over time, resulting in differences in their personality traits. When the literature is reviwed, there are five factors that make up personality. These factors; ıt is expressed under the headings of responsibility, openness to experience, agreeableness, neuroticism (emotional balance) and extraversion. The concept of consumer behavior is defined as the evaluations made by the individual before purchasing goods and services, the way they use the goods and services, and their attitudes and behaviors after using them. When a consumer buys a product, he/she needs product first. Then he makes evaluations about where and when to buy it. This definition is also called consumer behavior. Consumers make many kinds of evaluations before purchhasing a product. When making an evaluation, they look at the quality of the product, its reliability, the features of the product, its price, the feel of the product and its lifespan. Promotion of a product is very important for the consumer. In this study, the effects of the Big Five Personality Characteristics of Acedemic Staff working at Fırat University on their Purchasing Behaviors were examined. 54 questions were asked in the survey of the study and distributed to a total of 326 Academicians. The study was analyzed in the licensed SPSS 22.0 program.