The effect of personality characteristics on customer decision making styles: Bandırma example

People have to make decisions during their lives. A lot of research has been done about the things affecting them by making decisions. Little has been done about how effective the personality traits are and how effective the decision is when deciding to purchase as a customer. It has been seen a lot of studies on personal traits and decision – making styles when examined in the world and Turkey. However, there are few similar studies examining the personality traits of the individual as a customer. Therefore, our study is considered as an attentive study to make it useful for individuals living in our country and in the world. The rapid development of technology and the fact that the world becomes a small market with the effect of globalization make it easier for individuals to decide as a customer in some ways on the other hand make it difficult in some ways. The impact of globalization, the production of new products by the system of capitalism, diversifying existing products, creating a heap of information make it difficult for customers to make decisions. Individuals make decisions on the things that are important to him. In making their decisions, customers can be influenced by quality, fashion, price-oriented, brand, loyal direction, habits, or leisure time or by reflection groups. It is seen that the personality traits of individuals affect the purchasing behaviors. In our study, 170 people residing in Bandırma district of Balıkesir province have been interviewed face to face and in these interviews when they decide as a customer, it has been researched how affective the personality traits of individuals are. The findings have been analyzed by using SPSS 20 package program.