The influence of gender and culture on Generation Y consumer decision making styles

Anna Solka · Vanessa Prier Jackson · Min‐Young Lee

40 citations0/0 files storedThe International Review of Retail Distribution and Consumer Research

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Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies Consumer Behavior and Market Dynamics

Abstract

The purpose of this study is to compare the decision making styles of Generation Y consumers in a previously planned economy country (Poland) and a country identified as a capitalist market driven country (United States). This study also examined gender and culture as predictors of consumer decision making styles (CDMS). The usability of the Jackson and Lee (2010). CDMS instrument was also analyzed. Data were collected from members of Generation Y in two countries: USA and Poland. The study confirmed the 5-factor solution of Jackson and Lee (2010 Jackson, V. and Lee, M.-Y. 2010. Generation Y in a global market: a comparison of South Korean and American female decision making styles. Journal of Korean Society of Clothing and Textiles, 34(6): 902–912. [Crossref] , [Google Scholar]). The CDMS supported in the study are characterized as enjoyment, shopping aversion, price consciousness, quality consciousness and brand consciousness. The results suggest that CDMS vary between cultures and genders, thus it is essential for marketers and consumer behaviorists to consider them separately. Differences were found between cultures in enjoyment, shopping aversion, price consciousness and quality consciousness CDMS. Genders show divergence between enjoyment, shopping aversion and brand consciousness. Enjoyment, shopping aversion and quality consciousness were found to be significantly different in the combination of country and gender. Implications and recommendations for future research were also discussed.

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References

1992Advances in Consumer Research 1991Criteria for Scale Selection and Evaluation 1986A Methodology for Profiling Consumers' Decision‐Making Styles 2001Money Attitudes, Credit Card Use, and Compulsive Buying among American College Students 2003Generation Y female consumer decision‐making styles 2008What drives college-age Generation Y consumers?2001A Psychographic Analysis of Generation Y College Students 2004Gender differences in German consumer decision‐making styles

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