The Extent to which Personality Affects Consumer Purchases Application to the Egyptian Market
Marwa ElGebali PhD, Ali Munir Bsc

Abstract
The following report discusses the relationship between personality — both consumer and brand personality — and consumer purchasing decisions. Previous literature reviews were collected regarding this topic and views of different authors were thoroughly analyzed. Moreover, primary data was collected from a random sample of the public, the survey included questions regarding consumer personality, brand personality, purchasing decisions and whether the relationship between these variables were positive or negative. The aim of this study is to explore the extent of the relationship between brand and consumer personality and how the different personality traits can affect a consumer’s purchase decision. As a marketing major this topic is important because consumer identification is a crucial part of our job as it secures a successful marketing campaign/product launch, and successful consumer journey. Most importantly it sheds a light on how critical it is to understand the different consumer characters and their flexibility to try products/services that are not close to their personality or how they see themselves.

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