Essays about: "Consumer Decision-Making Styles"
Found 2 essays containing the words Consumer Decision-Making Styles.
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1. Examining the Applicability of the Consumer Style Inventory in a Swedish Context : A Qualitative Exploration of Male Generation Y Students on Fashion Wear
University essay from Högskolan i Jönköping/Internationella HandelshögskolanAbstract : Introduction: Several frameworks have been developed in order to understand cross-cultural consumer behavior and consumer decision-making processes. The most prominent and widely used framework within the field was developed by Sproles and Kendall in 1986. READ MORE
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2. A comparative study of Swedish generation Y decision-making style between high involvement and low involvement products.
University essay from Mälardalens högskola/Akademin för ekonomi, samhälle och teknikAbstract : Title A comparative study of Swedish generation Y decision-making style between high involvement and low involvement products. Research questions How does product involvement influence consumer decision-making styles in Generation Y of Swedish nationals for the two selected products? To what level does the model proposed by Sproles and Kendall in 1986 now apply to the modern-day Generation Y in Sweden as they decide on both of the selected products? Purpose The purpose of this research undertaking was to discover and investigate the Swedish generation Y decision-making style and examine if there is a relation between product involvement and consumer decision-making style, and also to compare the extent to which the modern-day Generation Y in Sweden correspondence between age, location and product orientation not predicted by Sproles and Kendall in 1986. READ MORE