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Generation Y female and male decision-making styles in Iran: are they different?

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In the early 2000s the Iranian government liberalized investment regulations and many foreign companies entered this high potential market where end-user consumers mainly comprise young people. Unfortunately, there are few studies of shopping behavior. This study compares Generation Y female and male consumer decision-making styles to offer guidelines to Iranian and overseas marketers. Sproles and Kendall's Consumer Styles Inventory (CSI) was adopted. The results show some differences between female and male decision-making styles, suggesting that gender affects shopping behavior. Identification of new traits suggests that CSI cannot be applied without considering socio-cultural factors.

Keywords: Generation Y; Iran; consumer decision-making styles; gender; shopping behavior

Document Type: Research Article


Affiliations: Department of Business Management, IAU (Science & Research Branch) University, Tehran

Publication date: December 1, 2008

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