The effect of consumer personality types on purchasing behaviour

The aim of this study is to examine the effect of personality types of consumers on purchasing behaviors. Consumer behavior is shaped not only by demographic or economic factors, but also by the psychological characteristics of individuals. In this context, the study was based on the Big Five Personality Traits (Big Five Personality Traits) Model, which is widely accepted in psychology, when evaluating personality traits. Within the scope of the model, five basic personality dimensions were considered: extraversion, compatibility, responsibility, emotional balance (neuroticism) and openness to experience. While adult individuals living in Turkey constitute the universe of the research, the sample consists of 400 participants reached by online survey method. The data were collected through a structured questionnaire; frequency analysis, correlation and regression analyses were evaluated using the SPSS program. Research findings have revealed that personality types have significant effects on purchasing behaviors. In particular, it has been found that extraverted individuals tend to make impulsive purchases more, while individuals with a high level of responsibility exhibit planned and logical shopping behaviors. In addition, it has been observed that individuals with a neurotic personality structure are more prone to uncontrolled shopping during stressful periods. It has been determined that while individuals who are open to experience prefer innovative products, compatible individuals make purchasing decisions under the influence of the social environment. The results obtained show that taking into account psychological elements in consumer segmentation can increase the effectiveness of marketing strategies. In this context, the study contributes to both the academic field and marketing strategies for practitioners.