تحقیقات بازار یابی نوین (Sep 2013)
Investigating And Comparing “Consumer Decision Making Styles” Among Working and Non-Working Females
Abstract
The present research addresses the subject of consumer decision making style based on sproles and kendall's (1986) consumer styles inventory (CSI). Since social factors have influenced working female shoppers to make them different from non-working groups, due to the high population of non working female in Iran and also increasing trend of female's occupation status, this study has focused on these groups by administraiting a questionair with 50 items to a non-probability Judgmental sample of working and non working females living in Tehran. A total of 500 questionairs were distributed on shopping centers while about 450 questionairs were completed. This research is also an explanatory research which it's results can be applied in future researches. In order to identify a more appropriate structure, a principle component analysis with varimax rotation was performed to identify the right number of decision making style dimensions. This factor solutions explain about 70 percent of the variation, a very reasonable proportion. The results show some similarities and differences among working and non working female decision making styles, suggesting that occupation status has a marked effect on shopping behavior. The current study identified ten shopping style dimensions relevant to the each group of working and non-working females, six common style and four different one. The six common decision making styles dimensions are: price/value consciousness, fashion/novelty consciousness, brand consciousness, recreational/hedonistic shopers, confues by over choice shoppers and reliance on mass media. In addition, two similar shopping styles were indentified, named quality consciousness and environment/health consciousness. The distinct shopping orientations of working females were influenced by others and time/energy conserving shoppers while another group styles were habitual and brand/store loyalty and impulsive/careless shopping orientation. The findings suggest that there are notable differences among working an non-working women in the pattern of shopping behavior.
