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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: 3.857* citiraj
APA 6th Edition
Anić, I., Ciunova Suleska, A. i Rajh, E. (2010). DECISION-MAKING STYLES OF YOUNG-ADULT CONSUMERS IN THE REPUBLIC OF MACEDONIA. Economic research - Ekonomska istraživanja, 23 (4), 102-113. Preuzeto s https://hrcak.srce.hr/63248
MLA 8th Edition
Anić, Ivan-Damir, et al. "DECISION-MAKING STYLES OF YOUNG-ADULT CONSUMERS IN THE REPUBLIC OF MACEDONIA." Economic research - Ekonomska istraživanja, vol. 23, br. 4, 2010, str. 102-113. https://hrcak.srce.hr/63248. Citirano 13.12.2019.
Chicago 17th Edition
Anić, Ivan-Damir, Anita Ciunova Suleska i Edo Rajh. "DECISION-MAKING STYLES OF YOUNG-ADULT CONSUMERS IN THE REPUBLIC OF MACEDONIA." Economic research - Ekonomska istraživanja 23, br. 4 (2010): 102-113. https://hrcak.srce.hr/63248
Harvard
Anić, I., Ciunova Suleska, A., i Rajh, E. (2010). 'DECISION-MAKING STYLES OF YOUNG-ADULT CONSUMERS IN THE REPUBLIC OF MACEDONIA', Economic research - Ekonomska istraživanja, 23(4), str. 102-113. Preuzeto s: https://hrcak.srce.hr/63248 (Datum pristupa: 13.12.2019.)
Vancouver
Anić I, Ciunova Suleska A, Rajh E. DECISION-MAKING STYLES OF YOUNG-ADULT CONSUMERS IN THE REPUBLIC OF MACEDONIA. Economic research - Ekonomska istraživanja [Internet]. 2010 [pristupljeno 13.12.2019.];23(4):102-113. Dostupno na: https://hrcak.srce.hr/63248
IEEE
I. Anić, A. Ciunova Suleska i E. Rajh, "DECISION-MAKING STYLES OF YOUNG-ADULT CONSUMERS IN THE REPUBLIC OF MACEDONIA", Economic research - Ekonomska istraživanja, vol.23, br. 4, str. 102-113, 2010. [Online]. Dostupno na: https://hrcak.srce.hr/63248. [Citirano: 13.12.2019.]

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

[hrvatski]

Posjeta: 4.572 *