Consumer Decision-Making Style: The Case of Iranian Young Consumers

Abstract

Separating markets precisely and applying marketing programs proportional to the known sections is one of the most important success tools in competitive markets. Having 24 million young people aged 15-29 (32% of total population), Iran has a young demographic structure. Concerning this demographic structure, exact recognition of CDMS of Iranian young consumers is of great importance for salespeople. Thus, this research seeks to study decision-making styles among students of shahidbeheshti university of Tehran. To validate fundamental features of these styles among Iranian young people, the CSI Model presented by Sproles and Kendal (1986) was examined. Results of the analysis show that there are only two main styles of the mentioned model (Brand Loyalty and Brand Conscious) among Iranian young consumers. Also, analyses revealed the existence of a 12-item model for decision-making style among young people of Iran: Brand Consciousness, Behavioral Perfectionist, Economic, Brand Loyal, Fashion Conscious, Confused, Economic-Hedonism, Attitudinal Perfectionist, Time-Energy Conserving, and Hate from Shopping, Variety Seeking and Undemanding. Further analysis showed that men and women are different only in Fashion Conscious. Finally, this research has studied the effects of age, marital status and income level on decision-making style of young people of Iran.