Kişilik özellikleri ile tüketici karar verme tarzları arasındaki ilişkinin analizi: Satış promosyonlarının çerçevelenmesine etkisi

If we raise our heads and look carefully around us, we can clearly see where the consumerism in the world has reached. The opportunities created by all this consumption volume cause companies to compete with each other. The more customers they can attract, the more competitive advantage they will have. At this point, understanding consumer behavior is crucial. Since behavior is directly related to an individual's personality, analyzing personality traits can be an indicator of behavior consumers will display. Marketing managers who establish a relationship between personality traits and consumer behavior and recommend sales promotions according to this relationship will always be one step ahead of their competitors. The aim of this study is to analyze the relationship between personality traits and consumer decision making styles and predict how consumers are likely to choose among framed sales promotions. Coffee is chosen as the product to be tested. There are two hypotheses and two research questions in the research. Hypotheses were tested with data collected from 449 participants, and answers to research questions were sought through analyzes. Multiple Linear Regression, Independent Samples T-Test, One-way Multivariate Analysis of Variances and Multinomial Logistic Regression Analysis were used for data collected during the data collection process. As a result of the study, finding, supported by the previous studies which examine the relationship between personality traits and consumer decision-making styles, were presented. It was determined that there is a difference between the gender of the participants and the recreational/hedonistic shopping conscious decision-making style. It was also found that the coffee consumption frequency of the participants varied according to their decision-making style. As a result of the analysis, it is seen that the consumers who have brand conscious decision-making style have high possibility of choosing Promotion B.