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DECISION-MAKING STYLES OF GENERATION Z CONSUMERS IN CROATIA

Ivana Pavlić ; University of Dubrovnik, Department of Economics and Business Economics
Matea Vukić ; Ministry of Finance, Tax Administration

Puni tekst: engleski, pdf (404 KB) str. 79-95 preuzimanja: 288* citiraj
APA 6th Edition
Pavlić, I. i Vukić, M. (2019). DECISION-MAKING STYLES OF GENERATION Z CONSUMERS IN CROATIA. Ekonomska misao i praksa, (1), 79-95. Preuzeto s https://hrcak.srce.hr/221026
MLA 8th Edition
Pavlić, Ivana i Matea Vukić. "DECISION-MAKING STYLES OF GENERATION Z CONSUMERS IN CROATIA." Ekonomska misao i praksa, vol. , br. 1, 2019, str. 79-95. https://hrcak.srce.hr/221026. Citirano 18.06.2021.
Chicago 17th Edition
Pavlić, Ivana i Matea Vukić. "DECISION-MAKING STYLES OF GENERATION Z CONSUMERS IN CROATIA." Ekonomska misao i praksa , br. 1 (2019): 79-95. https://hrcak.srce.hr/221026
Harvard
Pavlić, I., i Vukić, M. (2019). 'DECISION-MAKING STYLES OF GENERATION Z CONSUMERS IN CROATIA', Ekonomska misao i praksa, (1), str. 79-95. Preuzeto s: https://hrcak.srce.hr/221026 (Datum pristupa: 18.06.2021.)
Vancouver
Pavlić I, Vukić M. DECISION-MAKING STYLES OF GENERATION Z CONSUMERS IN CROATIA. Ekonomska misao i praksa [Internet]. 2019 [pristupljeno 18.06.2021.];(1):79-95. Dostupno na: https://hrcak.srce.hr/221026
IEEE
I. Pavlić i M. Vukić, "DECISION-MAKING STYLES OF GENERATION Z CONSUMERS IN CROATIA", Ekonomska misao i praksa, vol., br. 1, str. 79-95, 2019. [Online]. Dostupno na: https://hrcak.srce.hr/221026. [Citirano: 18.06.2021.]

Sažetak
From the middle of the 20th century, the market researches showed an interest for exploring different consumers’ decision-making styles. The contemporary market researches emphasized the influence of the generational theory on decision-making style. This concept is important, especially for the marketing segmentation. With this in mind, this paper focuses on Generation Z in order to explore the characteristics of their decision making styles. The main aim of the paper is to broaden current knowledge of Generation Z decision-making styles with reference to gender. Consequently, the empirical research was carried out from 1st September 2016 to 1st May 2017, using a purposive sample of 408 members of the Generation Z. In order to achieve the main goal of this paper, Cronbach’s alpha coefficient has been applied to test reliability of the items, explorative factor analysis to determine dimensionality of the constructs and one-way ANOVA to check whether there are statistically significant differences with regard to gender. The results reveal that there are some differences in decision-making styles of the Croatian Generation Z regarding gender. More precisely, the female gender appears to be more recreational and hedonistic, less price value conscious and less impulsive than the male. This research has given rise to many questions and further examination of this important market segment will be required in order to better understand their behaviour.

Ključne riječi
decision-making styles; Generation Z; Consumer Styles Inventory (CSI); gender

Hrčak ID: 221026

URI
https://hrcak.srce.hr/221026

Posjeta: 603 *