PERSONAL CHARACTERISTICS OF CONSUMERS - A FACTOR IN DRIVING PURCHASE DECISIONS

Abstract

Personality, as a basic determinant, can be properly characterized as an enduring collection of traits that endow the individual with unique characteristics, making his behavior consistent and distinctive. In contrast to categorical classifications, modern researchers have shifted their focus to the nuanced aspects of personality traits. To gain a comprehensive understanding of consumer personality it is imperative to clarify the complexity of the decision-making process and delineate the different types of purchases in which consumers are involved. Holistic examination also includes recognition of the potential for post-purchase dissatisfaction, emphasizing the importance of consumer protection. The main issue addressed in this paper consists of consumer personality traits as a factor in the purchase decision-making process. The purpose of this paper is to determine the relationship of buyer behaviors as a factor in purchasing behavior.
In order to obtain relevant data, an empirical research was carried out using the survey questionnaire technique, with previous structured questions. All research is based on the results of an acne questionnaire that was conducted in June 2023. Google Forms was used to design the survey questionnaire. During the research, the following methods were used: descriptive method, compilation method, sample method and others for data processing and presentation of the obtained results. There are three basic hypotheses that have been proven by the research: 1. the main motive that initiates a purchase is the character of the person, not his need, 2. people who are angry, stressed or dissatisfied at a certain moment, initiate a purchase to improve their mood and 3. Many of the people are prevented from approaching the purchase due to financial means, and not because of their personal characteristics. The practicality of this paper can be seen in that the results can be used to better understand the consumer as a basic unit in the buying process, all in order to satisfy his needs at the highest market level.