Vol. 4 No. 1 (2019): Turkish Journal of Marketing


Perihan ŞIKER
Assist. Prof. Dr., Niğde Ömer Halisdemir University

Published 2019-05-12

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


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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