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DECISION-MAKING STYLES OF YOUNG-ADULT CONSUMERS IN THE REPUBLIC OF MACEDONIA

Ivan-Damir Anić
Anita Ciunova Suleska
Edo Rajh


Puni tekst: engleski pdf 265 Kb

str. 102-113

preuzimanja: 4.213

citiraj


Sažetak

The purpose of this research is to examine decision making styles and to test the Sproles and Kendall’s (1986) CSI instrument (Consumer Style Inventory) among young-adult consumers in the Republic of Macedonia. It segments young-adult consumers by their decision-making styles and determines the differences among segments relative to their decision-making styles. The empirical analysis is based on data obtained from consumer survey. The data were analyzed using Cronbach alpha coefficients, exploratory factor analysis and k-means cluster analysis. Research results confirmed eight-factor model. Two homogeneous segments of consumers were identified: Economic consumers and Recreational consumers. Significant gender differences were found on four factors of consumer-decision making styles (brand consciousness, novelty-fashion consciousness, recreational-hedonistic consumer and habitual, brand-loyal consumer). Marketing strategies should be tailored to the specific characteristics of consumers in the Republic of Macedonia.

Ključne riječi

Consumer decision-making styles, Consumer Style Inventory, Consumer segmentation, Gender differences, The Republic of Macedonia

Hrčak ID:

63248

URI

https://hrcak.srce.hr/63248

Podaci na drugim jezicima: hrvatski

Posjeta: 5.415 *