Journal of Current Research on Social Sciences (JoCReSS) - ISSN: 2547-9644

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Abstract


Analysis of the Differences of Consumers’ Interaction Styles in the Market According to the Jung’s Personality Scale

The purpose of the study is to identify and interpret post-purchase market interactions of customers and to examine the changes in these interactions according to the Jung’s personality scale. For this purpose, differences according to personality traits were examined by considering the behavior of the participants in case of any dissatisfaction, change or product return after product purchases. The questionnaire was applied online to the general participant population residing in Düzce between 15 November 2019 - 15 January 2020. 312 participants were selected with the convenience sampling method and participants of all professions, ages, income and gender were included in the study. The analysis of the data was conducted with SPSS 23.0 program and logistic regression and variance analysis was applied. According to the analysis results, it has been revealed that consumers with different personality typologies display different behaviors while purchasing products. It is thought that the findings will contribute especially to retail businesses in terms of sales and sales management.



Keywords
Jung, personality traits, assertive behavior, aggressive behavior, consumer buying behavior



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    Dergimizin 10 (4) sayısı için makale kabulü 30 Kasım 2020 tarihine kadar sürecektir. Makalelerinizi herhangi bir word şablonunda "Online Makale Gönder" linkinden gönderebilirsiniz. Kabul edilen makalelerin tasarım ve mizanpajı dergimizin sekreteryası tarafından yapılmaktadır.



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