摘要：In today's intense competitive environment, the importance of making a difference and using resources efficiently is increasing day by day. Companies' determination of consumption typologies by making a classification based on the decision-making styles of consumers provides important gains for companies. For this reason, it is very important to make a classification on the decision-making styles of the consumers. In making this classification, it is extremely important to consider the personal factors that affect the purchasing behavior of consumers. In this way, more accurate and effective strategies can be developed. Companies that can achieve this can identify their target audience more accurately and convey their marketing messages through more accurate channels and more effectively. In addition, thanks to these typologies, they can avoid unnecessary costs and contribute to increasing their profitability. The influence of personal factors should also be considered in purchasing behavior. As a matter of fact, in the decisions of a buyer; Personal characteristics such as "age and life cycle stages of the buyer", "profession", "economic status", "lifestyle", "personality and self-concept" have a great effect. Therefore, necessary studies should be carried out on "personal factors" as well as "cultural factors", "social factors" and "psychological factors" that affect purchasing behavior. The survey was conducted between November 2019 and December 2019 on consumers who live in Konya and shop for ready-made clothing. The main purpose of this study is to determine consumer decision-making styles factors and whether these behavioral patterns differ according to personal factors affecting purchasing behavior. In this context, confirmatory factor analysis was carried out first. Then, difference tests were applied to determine the age, income level and economic life style for consumer decision-making style groups. As a result of the study (1) In the context of age groups; It has been determined that there are significant differences between the groups in terms of satisfaction oriented consciousness, price-value consciousness, indecision and recreational shopping consciousness. (2) In the context of income level groups; it was determined that there were significant differences between the groups in terms of indecision and recreational shopping consciousness. (3) In the context of credit card ownership; significant differences were found between groups in terms of indecision and brand consciousness. (4) In the context of the ready-to-wear shopping partner; significant differences were found between the groups in terms of indecision, fashion consciousness and recreational shopping consciousness. The main contribution of this study to the literature is as follows: When the literature is examined, it is seen that studies on demographic differences in dimensions of consumer decision-making styles are generally carried out by considering standard demographic characteristics. (Gender, Marital Status, Education Level, Age, Profession, Income Level etc.) On the other hand, in this study, demographic differences of dimensions of consumer decision-making styles were carried out in the context of personal factors, which is one of the factors affecting purchasing behavior. (Age, Income Level, Credit Card Ownership and Shopping Partner) In this respect, it is thought to contribute to managers operating in the readyto-wear sector, marketing professionals and academicians conducting research in this field.
