DECISION-MAKING STYLES OF CONSUMERS IN TURKEY AND AZERBAIJAN: A CONSUMER STYLES INVENTORY APPROACH

Authors : Erkan ÖZDEMİR, Zaur OMAROV

Pages : 59-79

View : 26 | Download : 7

Publication Date : 2017-04-01

Article Type : Research Paper

Abstract :Consumers make purchasing decisions based on different criteria. These criteria, which can be considered in many different titles such as price, quality, fashion, entertainment, also shape the purchasing decision-making styles of consumers. Consumers can be divided into market segments according to decision-making styles. This study aims to determine the decision-making styles of consumers in Turkey and Azerbaijan and compare the decision-making styles of consumers in the two countries. The data collected by means of face-to-face interview with consumers living in Turkey and Azerbaijan were analyzed by factor analysis.  As a result of the study, seven consumer decision-making styles were found in Turkey and four consumer decision-making styles in Azerbaijan. T hese factors were similar to those found in other countries.
Keywords : Decision Making, Decision Making Styles, Consumer Styles Inventory CSI, Turkey