The Effects Of Consumer Purchase Decision-Making Styles On Gift-Giving Behavior: An Analyze On Generations Y and Z

Authors : Esma Ebru ŞENTÜRK

Pages : 139-154

View : 55 | Download : 79

Publication Date : 2023-06-30

Article Type : Research Paper

Abstract :The aim of this research is to determine the consumer decision-making styles of Gen Y and Gen Z consumers, who were born in different time periods within the scope of cohort theory, and to examine the effect on gift-giving behaviors. General scanning model was used in the research. The data collection tool includes the consumer decision-making styles inventory insert ignore into journalissuearticles values(CSI); and gift-giving behavior insert ignore into journalissuearticles values(GGB); scales. Online and face-to-face survey methods were used together. The research group consists of 804 participants between the ages of 18-41 residing in Turkey. According to the results of the research, while the Gen Y tends to develop relationships in gift-giving behaviors, Gen Z tends to reflect. Consumer decision-making styles affect gift-giving behaviors of both Gen Y and Gen Z in terms of different sub-dimensions.
Keywords : Tüketici Davranışları, Tüketici Karar Verme Tarzları, Hediye Verme Davranışı, Z Kuşağı