Munich Personal RePEc Archive

Consumption style among young adults toward their shopping behavior:an empirical study in Pakistan

Azam, Rehan and Muhammad, Danish and Syed Akbar, Suleman (2012): Consumption style among young adults toward their shopping behavior:an empirical study in Pakistan.

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Abstract

The purpose of this study was to substantiate the consumption styles of adolescents as customer. The study was executed in Karachi, Pakistan by applying consumption style inventory scale. The data covered of 1,048 respondents who are young and educated mostly students, which belong to the different universities in Karachi. The data was collected through structured and self administered questionnaire. To test objective Independent sample t test was used. The results show that young females are more shopping influenced, fashion conscious, recreational, and confused over-choice as compare to males whereas males are more reliance on media, perfectionist, brand conscious, and impulsive as compare to females for their consumption style toward shopping behavior. This research provides understanding about adolescents’ decision making style of consumers in Karachi which would enable organizations to make more appropriate strategies to cater youth consumers market.

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