Subcultures and Consumers' Decision Making Styles: A Cross-cultural Study of Tabriz and Sanandaj

Document Type : Research Paper

Authors

1 Assistant Professor, Faculty of Management & Accounting, Allameh Tabataba’i University, Tehran, Iran

2 MSc, Faculty of Management & Accounting, Qazvin Islamic Azad University, Qazvin, Iran

3 MSc, Faculty of Management & Accounting, Allameh Tabataba’i University, Tehran, Iran

Abstract

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.

Keywords

References

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Journal of Business Administration Researches
Volume 10, Issue 19
August 2018
Pages 343-360

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