The Role of Gender on Turkish Consumers' Decision-Making Styles

Decision-making styles defined as a mental orientation that characterizes a consumer’s approach to making choices. This research was undertaken to identify consumer decision-making styles in Turkey and to find out the differences in male and female consumers’ decision-making styles. In order to identify Turkish consumers’ decision-making characteristics, factor analysis was performed. Nine decision-making styles factors were identified for Turkish consumers. Decision-making differences of male and female consumers were analyzed by t-test. The mean differences between the two groups’ styles related to Novelty-Fashion Conscious Consumer, Confused by Overchoice Consumer, Brand Conscious Consumer and Recreational Consumer factors were found to be statistically significant.



Citation:

Bahar Yasin (2009) ,"The Role of Gender on Turkish Consumers' Decision-Making Styles", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 301-308.

Authors

Bahar Yasin, PhD, Istanbul University-Faculty of Business Administration, Turkey



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009



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