Gender differences in Croatian consumer decision-making styles Cover Image

Razlike u stilovima odlučivanja s obzirom na spol ispitanika uz poseban osvrt na Hrvatsku
Gender differences in Croatian consumer decision-making styles

Author(s): Ivan-Damir Anić, Sunčana Piri Rajh, Edo Rajh
Subject(s): Economy
Published by: CROMAR (Hrvatska zajednica udruga za marketing) i Ekonomski fakultet Zagreb
Keywords: CSI; decision-making styles; gender differences; Croatia

Summary/Abstract: This paper tests the applicability of the CSI instrument to measuring consumer decision-making styles in the Croatian environment. The analysis assesses the validity and the reliability of CSI scales and examines gender differences in consumer-decision making styles. Research results point to the existance of eight consumer characteristics and thus validate the applicability of CSI instrument in the Croatian environment. Our findings further indicate that there were gender differences on five factors of consumer-decision making styles (perfectionist, novelty-fashion consciousness, recreational-hedonistic consumer, impulsiveness, habitual shopping behaviora.) No significant differences in consumer decision styles between men and women were found with regard to thee factors (brand consciousness, price consciousness and confused by overabundant choice). The CSI mesurement system may help practitioners to gain a better understanding of how to position their products and services more effectively.

  • Issue Year: 22/2010
  • Issue No: 1
  • Page Range: 29-42
  • Page Count: 14
  • Language: Croatian