Decision-Making Styles of Young-Adult Consumers in the Republic of Macedonia

Ivan-Damir Anič, Anita-Ciunova Suleska and Edo Rajh

Economic Research-Ekonomska Istraživanja, 2010, vol. 23, issue 4, 102-113

Abstract: The purpose of this research is to examine decision making styles and to test the Sproles and Kendall’s (1986) CSI instrument (Consumer Style Inventory) among young-adult consumers in the Republic of Macedonia. It segments young-adult consumers by their decision-making styles and determines the differences among segments relative to their decision-making styles. The empirical analysis is based on data obtained from consumer survey. The data were analyzed using Cronbach alpha coefficients, exploratory factor analysis and k-means cluster analysis. Research results confirmed eight-factor model. Two homogeneous segments of consumers were identified: Economic consumers and Recreational consumers. Significant gender differences were found on four factors of consumer-decision making styles (brand consciousness, novelty-fashion consciousness, recreational-hedonistic consumer and habitual, brand-loyal consumer). Marketing strategies should be tailored to the specific characteristics of consumers in the Republic of Macedonia.

Date: 2010
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DOI: 10.1080/1331677X.2010.11517436

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