A research on clustering consumers by purchasing styles and personality traits

The aim of this study is; to gain knowledge about market segments by examining the cluster of consumers in terms of personality and purchasing styles specified in the Consumer Style Inventory developed by Spores and Kendall (1986). Data were collected through a questionnaire consisting of a total of 89 questions, from the Big Five Personality Inventory and Consumer Purchasing Style Inventory. The research was carried out with 572 participants, data was collected by face to face survey method and electronical surveys. In the study; hypotheses were tested through correlation analysis, clustering analysis and multiple comparisons analysis. As a result it was found that there is a relationship between the personality traits and purchasing styles of the consumers. Another supported hypothesis is that consumers form different market segments according to their personality traits and purchasing styles. The results of the research make significant contributions to both literature and business practitioners in terms of creating more efficient marketing strategies as a result of better recognition of consumers.