THE EFFECT OF CULTURAL VALUES ON CONSUMER DECISION-MAKING STYLES

Abstract

The aim of this research is to determine the effect of cultural values on consumer decision-making styles. This study is being the first research on this subject in Turkey. Likert-type scales were used to determine the relationship between cultural values and consumer decision-making styles. These measurement tools were applied to 650 employees working in the service sector in Istanbul, 554 of the participants replied the questionnaire and 38 questionnaires were considered invalid due to missing data. As a result, statistical analyzes were performed on the data of 516 questionnaires. Survey data were analyzed by SPSS and AMOS software. As a result of the analysis, it was determined that cultural values have significant effect on perfectionistic-high quality conscious, brand-conscious, recreational shopping-conscious, price-conscious, impulsive-buying, confused by overchoice and brand-loyal decision-making styles. On the other hand, it was observed that there was no significant effect of cultural values on novelty-fashion conscious decision-making style.