Разлики относно пола в стила на вземане на решения на потребителите
Gender Differences in Consumer Decision-Making Style

Summary/Abstract: Decision-making style is defined as a mental orientation that characterizes a consumer’s approach when making choice. This research was undertaken to identify consumer decision-making style and the differences in male and female students of bachelor in private universities in Tirana. The instrument that is used in this study is Consumer Style Inventory (CSI). CSI is an instrument which aims to identify the style of decision-making of a person in the role of a consumer. This instrument consists in 46 items, which are categorized in 9 different styles of decision-making style as a consumer. The sample of this study consists in students of bachelor of some faculties of private universities in Tirana. Statistical analyses were performed in a sample N= 234, of which 98 participants or 35% were males and 136 participants or 48.6% were females. In this study resulted that males are more brand conscious consumer, more high quality conscious, more impulsive, more conscious about environment and health and more brand loyal consumers compared with females. In this study also resulted that females are more novelty-fashion conscious consumer, confused by over choice, recreational, price conscious consumers compared with males.

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