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Scientific paper - Original scientific paper
DECISION-MAKING STYLES OF YOUNG-ADULT CONSUMERS IN THE REPUBLIC OF MACEDONIA
Economic research - Ekonomska istraživanja, 23 (2010), 4; 102-113. urn:nbn:hr:213:435186
Anić, Ivan-Damir; Ciunova Suleska, Anita; Rajh, Edo

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Anić, I. D., Ciunova Suleska, A. & Rajh, E. (2010). DECISION-MAKING STYLES OF YOUNG-ADULT CONSUMERS IN THE REPUBLIC OF MACEDONIA. Economic research - Ekonomska istraživanja, 23. (4), 102-113. Retrieved from https://urn.nsk.hr/urn:nbn:hr:213:435186

Anić, Ivan Damir, et al. "DECISION-MAKING STYLES OF YOUNG-ADULT CONSUMERS IN THE REPUBLIC OF MACEDONIA." Economic research - Ekonomska istraživanja, vol. 23, no. 4, 2010, pp. 102-113. https://urn.nsk.hr/urn:nbn:hr:213:435186

Anić, Ivan Damir, Anita Ciunova Suleska and Edo Rajh. "DECISION-MAKING STYLES OF YOUNG-ADULT CONSUMERS IN THE REPUBLIC OF MACEDONIA." Economic research - Ekonomska istraživanja 23, no. 4 (2010): 102-113. https://urn.nsk.hr/urn:nbn:hr:213:435186

Anić, I. D., Ciunova Suleska, A. and Rajh, E. (2010) 'DECISION-MAKING STYLES OF YOUNG-ADULT CONSUMERS IN THE REPUBLIC OF MACEDONIA', Economic research - Ekonomska istraživanja, 23(4), pp. 102-113. Available at: https://urn.nsk.hr/urn:nbn:hr:213:435186 (Accessed 15 November 2024)

Anić ID, Ciunova Suleska A, Rajh E. DECISION-MAKING STYLES OF YOUNG-ADULT CONSUMERS IN THE REPUBLIC OF MACEDONIA. Economic research - Ekonomska istraživanja [Internet]. 2010 December 01 [cited 2024 November 15];23(4):102-113. Available at: https://urn.nsk.hr/urn:nbn:hr:213:435186

I. D. Anić, A. Ciunova Suleska and E. Rajh, "DECISION-MAKING STYLES OF YOUNG-ADULT CONSUMERS IN THE REPUBLIC OF MACEDONIA", Economic research - Ekonomska istraživanja, vol. 23, no. 4, pp. 102-113, December 2010. [Online]. Available at: https://urn.nsk.hr/urn:nbn:hr:213:435186. [Accessed: 15 November 2024]

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Metadata
Title (english)DECISION-MAKING STYLES OF YOUNG-ADULT CONSUMERS IN THE REPUBLIC OF MACEDONIA
Title (croatian)STILOVI ODLUČIVANJA MLADIH POTROŠAČA U REPUBLICI MAKEDONIJI
AuthorIvan-Damir Anić
MBZ: 224214
AuthorAnita Ciunova Suleska
AuthorEdo Rajh
MBZ: 241781
Author's institutionThe Institute of Economics, Zagreb
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract (english)
The purpose of this research is to examine decision making styles and to test the Sproles and Kendall’s (1986) CSI instrument (Consumer Style Inventory) among young-adult consumers in the Republic of Macedonia. It segments young-adult consumers by their decision-making styles and determines the differences among segments relative to their decision-making styles. The empirical analysis is based on data obtained from consumer survey. The data were analyzed using Cronbach alpha coefficients, exploratory factor analysis and k-means cluster analysis. Research results confirmed eight-factor model. Two homogeneous segments of consumers were identified: Economic consumers and Recreational consumers. Significant gender differences were found on four factors of consumer-decision making styles (brand consciousness, novelty-fashion consciousness, recreational-hedonistic consumer and habitual, brand-loyal consumer). Marketing strategies should be tailored to the specific characteristics of consumers in the Republic of Macedonia.
Abstract (croatian)
Svrha ovog rada je istražiti stilove odlučivanja i testirali CSI ljestvicu koju su razvili Sproles i Kendall (1986) na uzorku mladih potrošača u Republici Makedoniji. Također je izvršena segmentacija ispitanika i utvrđene su razlike među potrošačima s obzirom na njihov stil odlučivanja. Empirijska analiza temelji se na podacima koji su prikupljeni anketnim istraživanjem. Podaci su analizirani izračunom Cronbach alfa koeficijenata, primjenom eksplorativne faktorske analize, k-means klaster analize. Rezultati istraživanja pokazuju da postoji osam različitih, homogenih faktora stilova odlučivanja. Klaster analizom ispitanici su segmentirani u dva homogena segmenta s obzirom na iskazane stilove odlučivanja: ekonomični potrošači i rekreacijski potrošači. Također su potvrđene razlike između spolova na četiri faktora: sklonost marki, sklonost novitetima i modi, sklonost hedonizmu i sklonost kupnji iz navike. Vodeći računa o rezultatima istraživanje menadžeri bi trebali prilagoditi svoje marketinške strategije specifičnostima makedonskog tržišta.
Keywords (english)
Keywords (croatian)
Languageenglish
Publication typeScientific paper - Original scientific paper
Publication statusPublished
Peer reviewPeer review
Publication versionPublished version
Journal titleEconomic research - Ekonomska istraživanja
Numberingvol. 23, no. 4, pp. 102-113
p-ISSN1331-677X
e-ISSN1848-9664
URN:NBNurn:nbn:hr:213:435186
Publication2010-12-01
Document URLhttp://hrcak.srce.hr/63248
Type of resourceText
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2017-11-13 10:02:07