Abstract
The purpose of this research is to establish how psychological characteristics of personality influence customers decisions for purchasing banking products in the complex of providing bank services. In order to realize effective sales, there are necessary indicators for the decision of banking products buyers. Primary field research of five leading banks in Serbia in the territory of Novi Sad and New Belgrade, with a sample of 300 hundred respondents was used for data collecting. The collected data were processed using statistical data processing methods and presented by tables and graphs. The research results prove that all five personality traits affect the customers’ decision to buy banking products. There are researches into the current theory and practice focused on buying these products and decision-making styles, but there is a lack of research in the digital sales context. The aim of this research is to find positive solutions in the digital sales context. The conclusion is that this results of research conducted can be used for the development of psychological-economic theory in decision- making and also for business practice
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