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.

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.

• Item Type: MPRA Paper
• Language: English
• Keywords: Consumption style; gender; independent sample t-test; young adults; shopping behavior
• Subjects: P - Economic Systems > P3 - Socialist Institutions and Their Transitions > P36 - Consumer Economics ; Health ; Education and Training ; Welfare, Income, Wealth, and Poverty; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising; D - Microeconomics > D1 - Household Behavior and Family Economics > D11 - Consumer Economics: Theory; L - Industrial Organization > L6 - Industry Studies: Manufacturing > L67 - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment; D - Microeconomics > D1 - Household Behavior and Family Economics; L - Industrial Organization > L1 - Market Structure, Firm Strategy, and Market Performance; I - Health, Education, and Welfare > I2 - Education and Research Institutions; D - Microeconomics > D1 - Household Behavior and Family Economics > D12 - Consumer Economics: Empirical Analysis; C - Mathematical and Quantitative Methods > C4 - Econometric and Statistical Methods: Special Topics > C44 - Operations Research ; Statistical Decision Theory; J - Labor and Demographic Economics > J1 - Demographic Economics; I - Health, Education, and Welfare > I2 - Education and Research Institutions > I23 - Higher Education ; Research Institutions; D - Microeconomics > D0 - General > D01 - Microeconomic Behavior: Underlying Principles

References

Dittmar, H., Beattie, J. & Friese, S. (1996).Objects, decision considerations and self-image in men’s and women’s impulsive purchase. Act a Psychologia, Vol. 93 Nos. 1-3, pp. 187-206.

Durvasula, S., Lysonski, S., &Andrews, C. J. (1993).Cross-cultural generalisability of a scale for profiling consumers’ decision-making styles. The Journal of Consumer Affairs, Vol. 27 No.1, pp. 55-65.

Fan, J. X. & Xiao, J. J. (1998).Consumer decision-making styles of young adults Chinese. The Journal of Consumer Affairs, Vol.32 No.2, pp. 275-293.

Fannin R. (1984). Marketing to teens: all talk and no action. Marketing and Media Decisions, Vol.19 No.9, pp. 42-47.

Grant I. C. & Waite K. (2003). Following the yellow brick road- young adults’ experiences of the information super-highway. Qualitative Market Research: An International Journal, Vol. 6 No.1, pp. 48-57.

Hafstorm, J.L., Chae, J.S. &Chung, Y.S. (1992). Consumer decision-making styles: comparison between United States and Korean young consumers. Journal of Consumer Affairs, Vol. 27 No. 1, pp. 146-58.

Holbrook M.B. & Schindler R. M. (1989). Some explanatory findings on the development of musical tastes. Journal of Consumer Research, Vol. 16 No.1, pp. 119-124.

John, D.R. (1999). Consumer socialization of children: a retrospective look at twenty five years of research. Journal of Consumer Research, Vol. 26 No. 3, pp. 183-213.

Kjeldgaard, D. & Askegaard, S. (2006). The glocalization of youth culture: the global youth segment as structures of common difference, Journal of Consumer Research, Vol.33 No.3, pp. 231- 247.

Kotler, P. & Keller, K.L. (2006). Marketing Management, 12th ed., Pearson Education, Upper Saddle River, NJ.

Leslie E., Sparling P. B. & Owen N. (2001). University campus settings and the promotion of physical activity in young adults: lessons from research in Australia and the USA.Health and Education, Vol. 101 No.3, pp. 116-125.

Ling, P.M. & Stanton, A.G. (2002). Why and how the tobacco industry sells cigarettes to young adults: evidence from industry documents. American Journal of Public Health, Vol. 92 No. 6, pp. 908-916.

Riesman, D., & Roseborough, H. (1955). Careers in Consumer Behavior. Consumer Behavior, Vol. 2, ed. L. Clark, New York: New York University

Schiffman, L., Bendall, D., Cowley, E., O’cass, A., Watson, J. & Kanuk, L. (2001). Consumer Behavior, Pearson Education, Sydney.

Sepe, E. & Stanton, A.G. (2002). Bar and club tobacco promotions in the alternative press: targeting young adults. American Journal of Public Health, Vol. 92 No. 1, pp. 75-78.

Sproles G. B. and Kendall E. L. (1986). A methodology for profiling consumers’ decision making styles. The Journal of Consumer Affairs, Vol. 20 No.2, pp. 267-279.

Tai, S.H.C. (2005). Shopping styles of working Chinese females. Journal of Retailing and Consumer Services, Vol. 12 No. 2, pp. 191-203.

Walsh, G., Mitchell, V.W. & Hennig-Thurau, T. (2001). German consumer decision-making styles. The Journal of Consumer Affairs, Vol. 35 No. 1, pp. 73-95.

Ward, Scott (1973). Consumer Behavior Re-search: Promise and Prospects. Consumer Behavior: Theoretical Sources, eds. Scott Ward, and T. Robert-son, Englewood Cliffs, N.J.: Prentice-Hall, Inc.