Abstract:
It can be considered that consumer buying behavior, selection of marketing communication tools, segmentation, positioning, target market selection, marketing mix and almost every marketing strategy and policies are connected to the consumer personality. This research is based on an unfilled gap in shopping orientation with consumer personality structure and the effect of sociotropic and autonomic personality structures, which are consumer personality dimensions, on shopping orientation is intended to scrutinize. For this purpose, a total of 193 questionnaires were filled in online sampling via convenience sampling method. Hypotheses developed under the research model were tested by linear regression analysis. As a result of the analysis the sociotropic personality trait is related to recreational shopping tendency, store loyalty, brand loyalty, brand consciousness and confusion due to many options and additionally, autonomic personality trait was statistically significant on price awareness and frugality, self-confidence in shopping, antipathy of shopping, and recreational shopping tendency.

Keywords: Sociotropy, Autonomy, Shopping Orientation, Consumer Behavior

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