The Effect of Personality Traits on the Bank's Customer. The Effect of Personality Traits on the Composition and Size of the Desired Banks by Customers

      Аннотация: In an increasingly competitive environment, introducing and creating a brand image in the minds of distinct consumer groups is considered as one the main organizational and marketing missions of every company. Identifying the characteristics of consumer groups is a requirement for market segmentation and has priority over identifying the appropriate characteristics of a brand or product. By understanding consumers, companies can predict their needs and demands to some extent. Identifying consumers’ characteristics helps the companies to reach an adequate understanding of their purchase decision-making process, attribute the characteristics of their brands of interest to their mental and behavioral traits, and identify different consumer groups.

Ключевые слова: Involvement, loyalty, Five Personality Traits, Inferred Risk