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TESTING THE CULTURAL UNIVERSALITY OF YOUNG-ADULT CONSUMER PURCHASE DECISION-MAKING STYLES: EMPIRICAL RESULTS FROM TURKEY, MALAYSIA, KAZAKHSTAN AND EGYPT

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In the context of the global socio-economic convergence young-adult consumers are believed to be one of the most homogenous consumer segments in today's global consumer market, sharing a common culture as global citizens. Our paper explores and tests this assumption within four geographically and culturally diverse Muslim national contexts. The paper aims to make an empirical and theoretical contribution to the issue of universality vs. contingency of purchasing decision-making factors and styles of young-adult consumers (1530 years old) across four Muslim countries, which have previously never been researched in a multi-country study of this type. The research looks at the importance of brands, quality, price, information and time in the decision-making process of young-adult consumers. The results support previous research on the importance of brands and price, but also highlight several important differences across the four countries.
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Keywords: Muslim countries; Young-adult consumers; consumer behavior; purchase decision making

Document Type: Research Article

Publication date: 2012-01-01

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  • The International Journal of Management Cases (IJMC) developed in 2002 from its predecessor The Journal of Management Cases, and present case studies across a broad range of management disciplines. The IJMC is the official journal of the CIRCLE Research Centre. CIRCLE (Centre for International Research Consumers, Locations and their Environments) is a virtual research group spreading over 70 universities.
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