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Personalisations can be applied to variable products, but can only be defined at the product level. Example: You cannot have a personalisation for a specific variation of a variable product — for a blue shirt only. The personalisation would be created on the product as a whole.
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Creating a personalisaton does not make the product a variable product. You can have a simple product with personalisations or a variable product with personalisations, but the main product price must be added either in the price tab for a Simple product or in the Variations section on a Variable product. The prices added next to each multiple choice is not the product price, it is an additional amount to be charged on top of the product price.