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

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  • Azam, Rehan
  • Muhammad, Danish
  • Syed Akbar, Suleman
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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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    Bibliographic Info

    Paper provided by University Library of Munich, Germany in its series MPRA Paper with number 42369.

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    Date of creation: 20 Sep 2012
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    Handle: RePEc:pra:mprapa:42369

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    Related research

    Keywords: Consumption style; gender; independent sample t-test; young adults; shopping behavior;

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    1. Dannie Kjeldgaard & Sren Askegaard, 2006. "The Glocalization of Youth Culture: The Global Youth Segment as Structures of Common Difference," Journal of Consumer Research, University of Chicago Press, vol. 33(2), pages 231-247, 07.
    2. John, Deborah Roedder, 1999. " Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research," Journal of Consumer Research, University of Chicago Press, vol. 26(3), pages 183-213, December.
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