Articles
Published 05/12/2019
How to Cite
ŞIKER, P. (2019). THE IMPACT OF GENDER ON DECISION-MAKING STYLES OF YOUNG CONSUMERS. Turkish Journal of Marketing, 4(1), 26–41. https://doi.org/10.30685/tujom.v4i1.41
Abstract
The purpose of the study is to examine the impact of gender in decision-making process of the youngs while purchasing clothes. For this purpose, Sproles and Kendall?s (1986) Consumer Styles Inventory (CSI) was adapted to Turkish young consumer. Data is collected from 384 university students. As a result of exploratory factor analysis, modifications of the framework was identified. New factors of female and male have displayed. Recreational seeking, variety seeking and satisfaction factors are developed for female. Low priceseeking, shopping avoidance and time-energy conserving factors are developed for male. Perfectionism was found to be an important factor for both male and female.
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References
Bae Sungwon ve John Miller (2009), ?Consumer Decision-Making Styles for Sport Apparel: Gender Comparisons Between College Consumers?, Journal of Research, 4(1), 40-45.
Bakewell Cathy ve Vincent- Wayne Mitchell (2006). ?Male Versus Female Consumer Decision Making Styles?. Journal of Business Research, 12,1297-1300.
Campbell Colin (1997), Shopping, Pleasure and The Sex War, The Shopping Experience, London: Sage.
Darley, William K. Ve Robert E. Smith (1995), ?Gender Differences in İnformation Processing Strategies: An Empirical Test of The Selectivity Model in Advertising Response?. Journal of Advertising, 24(1), 41?56.
Durvasula Srinivas, Lysonski Steven ve J. Craig Andrews (1993), ?Cross-Cultural Generalizability of A Scale for Profiling Consumers? Decision-Making Styles?. Journal of Consumer Affairs, 27 (1), 55-65.
Fan Jessie X. ve J. Jian Xiao. (1998), ?Consumer Decision-Making Styles of Young-Adult Chinese?. The Journal of Consumer Affairs,32(2),275-294.
Fischer Eileen ve Stephen J. Arnold (1990). ?More Than A Labor of Love: Gender Roles and Christmas Gift Shopping?. Journal of Consumer Research, 17,333-345.
Hafstrom Jeanne L., Chae Jung S. ve Young S. Chung (1992), ?Consumer Decision-Making Styles: Comparison Between United States and Korean Young Consumers?, The Journal of Consumer Affairs, 26(1),146-158.
Hanzaee Kambiz H. (2009), ?Iranian Generation Y Female & Male Decision-Making Styles: Are They Different??, The Journal of American Academy of Business, 14(2),57-63.
Koç, Erdoğan (2019), Tüketici Davranışı ve Pazarlama Stratejileri, 8. Baskı, Ankara: Seçkin Yayıncılık.
Kotler, Philip ve Gary Armstrong (2018), Pazarlama İlkeleri, İstanbul: Beta Yayıncılık.
Kurtuluş, Kemal (1998), Pazarlama Araştırmaları, 6. Baskı, İstanbul:İ.Ü. Yayınları.
Lysonski Steven, Durvasula Srinivas ve Yorgos Zotos (1996), ?Consumer Decision-Making Style: A Multi-Country Investigation?, European Journal of Marketing. 22(12),10-21.
Mitchell, Vincent W. ve Gianfranco Walsh (2004), ?Gender Differences in German Consumer Decision-Making Styles?, Journal of Consumer Behaviour, 3(4),331-346.
Mokhlis Safiek ve Hayatul S. Salleh (2009), ?Consumer Decision-Making Styles in Malaysia: An Exploratory Study of Gender Differences,. European Journal of Social Sciences, 10(4),574-584.
Mokhlis Safiek (2016). ?Shopping Styles of Female Consumers in A Developıng Country?, ??????????, ????????? ?????, ????????? ????????? ? ????????, 9,250-257.
Nayeem Tahmid ve Riza Casidy (2015), ?Australian Consumers' Decision-Making Styles For Everyday Products?, Australasian Marketing Journal, 23(1),67-74.
Sproles George B. (1985), ?From perfectionism to fadism: Measuring consumers? decision making styles?, Proceedings of American Council on Consumer Interests, 79-85.
Sproles George B. ve Elizabeth L. Kendall (1986), ?A Methodology for Profiling Consumers? Decision-Making Styles?, The Journal of Consumer Affairs, 20(2),267-279.
Sproles Elizabeth K. ve Sproles George B. (1990), ?Consumer Decision- Making Styles as A Function of Individual Learning Styles?, The Journal of Consumer Affeirs Summer, 24(1), 134-147.
Yeşilada Figen ve Alican Kavas (2008), ?Understanding The Female Consumers? Decision Making Styles?, The journal of Business Faculty, 9(2),167-185.
Bakewell Cathy ve Vincent- Wayne Mitchell (2006). ?Male Versus Female Consumer Decision Making Styles?. Journal of Business Research, 12,1297-1300.
Campbell Colin (1997), Shopping, Pleasure and The Sex War, The Shopping Experience, London: Sage.
Darley, William K. Ve Robert E. Smith (1995), ?Gender Differences in İnformation Processing Strategies: An Empirical Test of The Selectivity Model in Advertising Response?. Journal of Advertising, 24(1), 41?56.
Durvasula Srinivas, Lysonski Steven ve J. Craig Andrews (1993), ?Cross-Cultural Generalizability of A Scale for Profiling Consumers? Decision-Making Styles?. Journal of Consumer Affairs, 27 (1), 55-65.
Fan Jessie X. ve J. Jian Xiao. (1998), ?Consumer Decision-Making Styles of Young-Adult Chinese?. The Journal of Consumer Affairs,32(2),275-294.
Fischer Eileen ve Stephen J. Arnold (1990). ?More Than A Labor of Love: Gender Roles and Christmas Gift Shopping?. Journal of Consumer Research, 17,333-345.
Hafstrom Jeanne L., Chae Jung S. ve Young S. Chung (1992), ?Consumer Decision-Making Styles: Comparison Between United States and Korean Young Consumers?, The Journal of Consumer Affairs, 26(1),146-158.
Hanzaee Kambiz H. (2009), ?Iranian Generation Y Female & Male Decision-Making Styles: Are They Different??, The Journal of American Academy of Business, 14(2),57-63.
Koç, Erdoğan (2019), Tüketici Davranışı ve Pazarlama Stratejileri, 8. Baskı, Ankara: Seçkin Yayıncılık.
Kotler, Philip ve Gary Armstrong (2018), Pazarlama İlkeleri, İstanbul: Beta Yayıncılık.
Kurtuluş, Kemal (1998), Pazarlama Araştırmaları, 6. Baskı, İstanbul:İ.Ü. Yayınları.
Lysonski Steven, Durvasula Srinivas ve Yorgos Zotos (1996), ?Consumer Decision-Making Style: A Multi-Country Investigation?, European Journal of Marketing. 22(12),10-21.
Mitchell, Vincent W. ve Gianfranco Walsh (2004), ?Gender Differences in German Consumer Decision-Making Styles?, Journal of Consumer Behaviour, 3(4),331-346.
Mokhlis Safiek ve Hayatul S. Salleh (2009), ?Consumer Decision-Making Styles in Malaysia: An Exploratory Study of Gender Differences,. European Journal of Social Sciences, 10(4),574-584.
Mokhlis Safiek (2016). ?Shopping Styles of Female Consumers in A Developıng Country?, ??????????, ????????? ?????, ????????? ????????? ? ????????, 9,250-257.
Nayeem Tahmid ve Riza Casidy (2015), ?Australian Consumers' Decision-Making Styles For Everyday Products?, Australasian Marketing Journal, 23(1),67-74.
Sproles George B. (1985), ?From perfectionism to fadism: Measuring consumers? decision making styles?, Proceedings of American Council on Consumer Interests, 79-85.
Sproles George B. ve Elizabeth L. Kendall (1986), ?A Methodology for Profiling Consumers? Decision-Making Styles?, The Journal of Consumer Affairs, 20(2),267-279.
Sproles Elizabeth K. ve Sproles George B. (1990), ?Consumer Decision- Making Styles as A Function of Individual Learning Styles?, The Journal of Consumer Affeirs Summer, 24(1), 134-147.
Yeşilada Figen ve Alican Kavas (2008), ?Understanding The Female Consumers? Decision Making Styles?, The journal of Business Faculty, 9(2),167-185.