ENGİZEK, Nil İstanbul Üniversitesi - İşletme Fakültesi - Pazarlama Anabilim Dalı, Turkey , ŞEKERKAYA, Ahmet İstanbul Üniversitesi - İşletme Fakültesi - Pazarlama Anabilim Dalı, Turkey

ANALYZING GENERATION X AND Y FEMALES BASED ON THEIR DECISION MAKING STYLES

40413

The Consumer Decision Making Style Inventory which has been tested in many countries is examined by using a sample comprised of generation X and Y female consumers. Data is collected from 185 generation X females and 203 generation Y females via a face to face, self-administered questionnaire. Factor structure and dimensionality of CSI are examined by exploratory and confirmatory factor analyses. The differences and similarities were examined between two generations by using t test. High quality consciousness, novelty-fashion consciousness, recreational – hedonistic shopping consciousness, impulsive-carelessness, habitual-brand loyal orientation toward consumption and allocate time to shopping were the dimensions that generation X and Y females differed from each other. After that a cluster analysis was performed by using all samples. The results showed that five different market segments were gathered based on their decision making styles.

242

Consumer Decision Making Styles , Generation X , Generation Y , Female Consumers

Mustafa Kemal University Journal Of Graduate School Of Social Sciences

271