The influence of gender and culture on Generation Y consumer decision making styles

Abstract

The purpose of this study is to compare the decision making styles of Generation Y consumers in a previously planned economy country (Poland) and a country identified as a capitalist market driven country (United States). This study also examined gender and culture as predictors of consumer decision making styles (CDMS). The usability of the Jackson and Lee (2010). CDMS instrument was also analyzed. Data were collected from members of Generation Y in two countries: USA and Poland. The study confirmed the 5-factor solution of Jackson and Lee (2010). The CDMS supported in the study are characterized as enjoyment, shopping aversion, price consciousness, quality consciousness and brand consciousness. The results suggest that CDMS vary between cultures and genders, thus it is essential for marketers and consumer behaviorists to consider them separately. Differences were found between cultures in enjoyment, shopping aversion, price consciousness and quality consciousness CDMS. Genders show divergence between enjoyment, shopping aversion and brand consciousness. Enjoyment, shopping aversion and quality consciousness were found to be significantly different in the combination of country and gender. Implications and recommendations for future research were also discussed.

Keywords:

• consumer decision making styles
• Generation Y
• culture
• gender
• Poland