Generation Y female and male decision-making styles in Iran: are they different?
Authors: Hanzaee, Kambiz Heidarzadeh; Aghasibeig, Sara
Source: The International Review of Retail, Distribution and Consumer Research, Volume 18, Number 5, December 2008 , pp. 521-537(17)
Abstract: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.
Document Type: Research Article
Affiliations: Department of Business Management, IAU (Science & Research Branch) University, Tehran
Publication date: December 1, 2008