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


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


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.

Suggested Citation

  • Azam, Rehan & Muhammad, Danish & Syed Akbar, Suleman, 2012. "Consumption style among young adults toward their shopping behavior:an empirical study in Pakistan," MPRA Paper 42369, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:42369

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    More about this item


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

    JEL classification:

    • P36 - Economic Systems - - Socialist Institutions and Their Transitions - - - Consumer Economics; Health; Education and Training; Welfare, Income, Wealth, and Poverty
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • L67 - Industrial Organization - - Industry Studies: Manufacturing - - - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment
    • D1 - Microeconomics - - Household Behavior
    • L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance
    • I2 - Health, Education, and Welfare - - Education
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • C44 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Operations Research; Statistical Decision Theory
    • J1 - Labor and Demographic Economics - - Demographic Economics
    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions
    • D01 - Microeconomics - - General - - - Microeconomic Behavior: Underlying Principles

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