This paper presents results of the research about purchasing decision-making styles in Croatia. Research tested the applicability of the Consumer Style Inventory instruments to measuring consumer decision-making styles in Croatian market. Un- like most domestic and foreign surveys so far, this study was not conducted on a student sample.
A small number of research on this subject has been conducted in Croatia, so one of the aims of this research is to contribute to the knowledge in this area in the Croatian context. The CSI measurement system may help practitioners to gain a better understanding of how to position their products and services more effectively. Since the general position of the author was that the difference in the gender decision-making styles is lost after attaining mature years (35+), have a higher level of education and employment, the general hypothesis is made that the differences in decision-making styles of consumers who are between 35 and 45 years of age, live in an urban environment and have higher education and employment are missing or are very small. The study was conducted on 253 people who have precisely these
Key words:consumer behaviour, segmentation, purchasing decision styles, women, Croatia
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