engleski

Decision-making styles of Generation Z consumers in Croatia

From the middle of the twenty century, the market researches showed a interest for the exploring different consumers decision-making styles. The contemporary market researches emphasized the influence of the generational theory on decision- making style. This concept is important, especially for the marketing segmentation. With this in mind, the present paper focuses on Generation Z in order to examine the characteristics of their decision making styles. The main purpose of this paper is to broaden current knowledge of Generation Z decision-making styles regarding gender. To gain the main aim, the empirical research was conducted from 1st September 2016 to 1st May 1, 2017, using a purposive sample of 408 members of the Generation Z. In order to achieve the main purpose of this paper, Cronbach’s alpha coefficient have been applied to test the reliability of the items, Explorative factor analysis to determine the dimensionality of the constructs and one-way ANOVA to detect the existence of the statistical differences in means regarding the gender. The results reveal that there are some differences in decision- making styles of the Croatian Generation Z regarding gender concretely, female are appeared to be more recreational and hedonistic less price value consciousness and less impulsiveness than male. This research has given rise to many questions in need of further examination of this important market segment in order to better understand their behaviour.

decision-making styles ; Generation Z ; Consumer Styles Inventory (CSI) ; gender

nije evidentirano