INVESTIGATING THE EFFECT OF PERSONAL FACTORS ON THE CUSTOMERS’ PURCHASING DECISION

Abstract

The aim of this study is to investigate the effect of personal factors on the customers’ purchasing decision. Personal factors are investigated with the aspects of age and the life cycle stage, job, economic contexts, lifestyle, personality and self-concept and decision making strategies with the imperative, analyzing, conceptual, and behavioral aspects. The research is the descriptive-correlation and based on the purpose is an applied one which is based on the field and library studies. The statistical population of this research
includes the trades people and sale customers (90 people) and the statistical sample was determined thought eh Cochran formula and was 73 people. Sampling method in this research was the simple random and data collection was done using questionnaire. The related questionnaire to the personal factors variable (cronbach’s alpha and life cycle stage=0.746, job= 0.746, economic contexts=0.645, lifestyle= 0.728, personality and self-concept= 0.851) researcher framework and purchasing decision (cronbach’s alpha
=0.730) is standard and its validity and reliability have been confirmed. Analyzing the collected data was done using SPSS19 and LISREL.72 software and the obtained results are as: the internal personal factors affect the customer’s decision. Age and life cycle stage affect the customer’s decision. The economic contexts affect the customer’s decision. Job does not affect the customer’s decision. Lifestyle does not affect the customer’s decision. The self-concept personality does not affect the customer’s decision.