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.


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.


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


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

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