An Investigation of Consumer Decision Making Styles of Young Consumers: Turkey versus Italy

Dalkilic C. B., Ulubasoglu G., Uray N.

19th World Business Congress, Konya, Turkey, 21 - 25 July 2010, vol.19, pp.265-270 identifier

  • Publication Type: Conference Paper / Full Text
  • Volume: 19
  • City: Konya
  • Country: Turkey
  • Page Numbers: pp.265-270
  • Istanbul Technical University Affiliated: Yes


This study argues the applicability of the instrument of consumer style inventory measuring consumer decision making styles for the case of clothing purchase, by using two student samples from two different countries Turkey and Italy. "Price-Value Conscious", "Impulsiveness", and "Habitual/Brand Loyalty" could not be confirmed not only for young Turkish consumers but also for young Italian consumers. Besides, "Recreational/Hedonism" and "Perfectionism, High Quality Conscious" are the discriminating decision making styles between young male and female Turkish consumers. On the other hand, "Recreational/Novelty-Fashion Conscious" is the only decision making style which discriminates between young male and female Italian consumers.