Subcultures and Consumers' Decision Making Styles: A Cross-cultural Study of Tabriz and Sanandaj
| Autor: | Mohammad Reza Karimi Alavijeh, Ramine Kalhor, Mohammad Mehdi Ahmadi |
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| Jazyk: | perština |
| Rok vydání: | 2018 |
| Předmět: | |
| Zdroj: | کاوشهای مدیریت بازرگانی, Vol 10, Iss 19, Pp 343-360 (2018) |
| Druh dokumentu: | article |
| ISSN: | 2645-386X 2645-3878 |
| Popis: | Nowadays, purchase decision making is much more complicated and even more important than in the past. Consumers’ decision-making style is a constant and effective pattern of responses influenced by culture. National culture and subcultures have significant impacts on consumers' values, attitudes and decision making. The aim of this study is to investigate the effects of subcultures on consumers' decision-making styles in Tabriz and Sanandaj. In terms of data collection and analysis, the research method is descriptive and correlational. To test the research hypotheses, structural equation modeling and Amos22 are used. The results show a difference between the consumers in Tabriz and those in Sanandaj in terms of the relationships among brand loyalty, brand sensitivity and hedonic shopping styles. |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
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