SavedAdd your journal

Journals / JOEEP: Journal of Emerging Economies and Policy / 2026 / Cilt: 8 Sayı: 1

The Effects Of Consumer Purchase Decision-Making Styles On Gift-Giving Behavior: An Analyze On Generations Y and Z

Tüketici Satın Alma Karar Verme Tarzlarının Hediye Verme Davranışı Üzerine Etkisi: Y ve Z Kuşakları Üzerine Bir İnceleme

Esma Ebru Şentürk(HİTİT ÜNİVERSİTESİ)0000-0002-4528-1518
Pages
139–154
Publication Date
2023-06-30
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

According to the results of the research, while the Gen Y tends to develop relationships in gift-giving behaviors, Gen Z tends to reflect.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The aim of this research is to determine the consumer decision-making styles of Gen Y and Gen Z consumers, who were born in different time periods within the scope of cohort theory, and to examine the effect on gift-giving behaviors.
📊
Key Findings & Data:The research group consists of 804 participants between the ages of 18-41 residing in Turkey.
💡
Conclusion & Impact:According to the results of the research, while the Gen Y tends to develop relationships in gift-giving behaviors, Gen Z tends to reflect.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Tüketici Davranışları · Tüketici Karar Verme Tarzları · Hediye Verme Davranışı

Abstract

The aim of this research is to determine the consumer decision-making styles of Gen Y and Gen Z consumers, who were born in different time periods within the scope of cohort theory, and to examine the effect on gift-giving behaviors. General scanning model was used in the research. The data collection tool includes the consumer decision-making styles inventory (CSI) and gift-giving behavior (GGB) scales. Online and face-to-face survey methods were used together. The research group consists of 804 participants between the ages of 18-41 residing in Turkey. According to the results of the research, while the Gen Y tends to develop relationships in gift-giving behaviors, Gen Z tends to reflect. Consumer decision-making styles affect gift-giving behaviors of both Gen Y and Gen Z in terms of different sub-dimensions.

Özet

Bu araştırmanın amacı, kohort teorisi kapsamında Y ve Z kuşağı tüketicilerin, tüketici karar verme tarzlarının belirlenerek hediye verme davranışları üzerindeki etkisinin incelenmesidir. Araştırmada genel tarama modeli kullanılmıştır. Veri toplama aracı tüketici karar verme tarzları envanteri ve hediye verme davranışları ölçeklerini içermektedir. Online ve yüzyüze anket yöntemleri birlikte kullanılmıştır. Araştırma grubu Türkiye’de ikamet eden 18-41 yaşarası 844 katılımcıdan oluşmaktadır. Araştırmanın sonuçlarına göre Y kuşağı hediye verirken ikili ilişkilerini geliştirmeyi, Z kuşağı kendine tanımladığı karakterin alıcıda anlaşılmasını hedeflemektedir. Y ve Z kuşakları tüketici karar verme tarzlarından mükemmeliyetçilik, kalite-marka bilinci, moda odaklılık, fiyat odaklılık, düşünmeden alışveriş ve bilgi karmaşası yaşama boyutlarında birbirinden farklılaşmaktadır. Tüketici karar verme tarzları, Y ve Z kuşaklarının hediye verme davranışlarını etkilemektedir.

🔖

Cite This Article

Şentürk, E. E. (2023). The Effects Of Consumer Purchase Decision-Making Styles On Gift-Giving Behavior: An Analyze On Generations Y and Z. JOEEP: Journal of Emerging Economies and Policy, Cilt: 8 Sayı: 1, 139–154. https://ajindex.com/articles/1504338

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (104)

  1. Alavi. S. A. Rezaei. S. Valaei. N. & Wan Ismail. W. K. (2016). Examining shopping mall consumer decision-making styles. satisfaction and purchase intention. International Review of Retail. Distribution and Consumer Research. 26(3). 272-303. Doi:10.1080/09593969.2015.1096808
  2. Alwin. D. F. and McCammon. R. J. (2007). Rethinking Generations. Research in Human Development. 4(3-4). 219-237.
  3. Arya. A. (2022). Why Gen Z Loves Trying New Products. Pinterest. (Retrieved: 17.06.2023) https://business.pinterest.com/tr/insights/why-gen-z-loves-new-products/
  4. Bagozzi. R. P. (1975). “Marketing as exchange”. Journal of Marketing. 39. 32-39.
  5. Bakewell. C. & Mitchell. V. W. (2003). Generation Y female consumer desicion-making styles. International Journal of Retail & Distribution Management. 31(2). 95-106. DOI 10.1108/09590550310461994
  6. Bauerova. R. & Klepek. M. (2018). The Digitalization of a Grocery Shopping from a Generation Perspective. Marketing Identity. 6(1). 243-255.
  7. Baydaş. A. Sezer. A. & Kanoğlu. M. F. (2021). Investigation of the Effects of Hedonic Consumption Reasons on Voluntary Simplicity Lifestyle within the Scope of Consumer Purchasing Behavior in Terms of Generations X. Y. Z. Journal of Current Researches on Social Sciences. 11(4). 451-474. Doi: 10.26579/jocress.449
  8. Belk. R. W. (1979). Gift-giving behavior. Research in Marketin. 2.
  9. Brannan. K. (2019). What Generation Comes Who are Gen Z ?. Kasasa. (Retrieved: 20.04.2023) https://www.kasasa.com/exchange/articles/generations/who-are-gen-z
  10. Chakraborty. T. & Balakrishnan. J. (2017). Exploratory tendencies in consumer behaviour in online buying across gen X. gen Y and baby boomers. International Journal of Value Chain Management. 8(2). 135-150. Doi:10.1504/IJVCM.2017.085483
  11. Clarke. J. (2007). The four S’s of experience gift giving behaviour. Hospitality Management 26. 98-116.
  12. Çokluk. Ö. Şekercioğlu. G. & Büyüköztürk. Ş. (2016). Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS ve LİSREL Uygulamaları. Ankara: Pegem Akademi Yayıncılık
  13. Dabija. D-C & Lung. L. (2019). Millennials versus Gen Z: Online shopping behaviour in an emerging market. In Applied Ethics for Entrepreneurial Success: Recommendations for the Developing World: 2018 (pp. 1-18). Griffiths School of Management Annual Conference (GSMAC) on Business. Entrepreneurship and Ethics 9. oral presentation. Springer International Publishing.
  14. Darden. W. R. & Ashton. D. (1975). Psychographic profilles of patronage preference groups. Journal of Retailing. 50(Winter). 99-112.
  15. Deloitte. (2020). The Deloitte Global Millennial Survey 2020. (Retrieved: 05.05.2023) chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://www2.deloitte.com/content/dam/Deloitte/global/Documents/About-Deloitte/deloitte-2020-millennial-survey.pdf
  16. Demirci Aksoy. A. (2020). C kuşağı genç tüketicilerin dijital ürün satın alma ve kullanma durumları. In Gençlik ve Dijital Çağ 2020 (pp. 1-10). Ankara: Hacettepe Üniversitesi. (Retrieved:06.05.2023) chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://hacettepekitap.hacettepe.edu.tr/openaccess/40_Genclik-ve-Dijital-Cag.pdf
  17. Diebner. R. Silliman. E. Ungerman. K. & Vancauwenberghe. M. (2020). Adapting customer experience in the time of coronavirus. (Retrieved:05.05.2023) https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/adapting-customer-experience-in-the-time-of-c oronaviru
  18. Dursun. İ. Alnıaçık. Ü. & Tümer Kabadayı. E. (2013). Tüketici karar verme tarzları ölçeği: yapısı ve boyutları. Journal of the Academy of Marketing Science. 16(1). 293-304.
  19. Ekeh. Peter P. (1975). Social Exchange Theory: The Two Traditions. Cambridge. Massachusetts: Harvard University Press.
  20. Fabius. V. Kohli. S. Björn T. & Moulvad Veranen. S. (2020). How COVID-19 is changing consumer behavior—Now and forever. https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/meet-the-next-normal-consumer
  21. Flynn. Francis J.& Gabrielle S. Adams. (2009). Money can’t buy love: Asymmetric beliefs about gift price and feelings of appreciation. Journal of Experimental Social Psychology 45(2). 404-9. Doi: 10.1016/J.JESP.2008.11.003
  22. Ganesh Pillai. R. & Krishnakumar. S. (2019). Elucidating the emotional and relational aspects of gift giving. Journal of Business Research. 101. 194-202. Doi:10.1016/j.jbusres.2019.03.037
  23. Gentina. E. (2020). Generation Z in Asia: A Research Agenda. The New Generation Z in Asia: Dynamics. Differences. In Digitalization (pp. 3-19). Doi:10.1108/978-1-80043-220-820201002
  24. George. D.& Mallery. M. (2010). SPSS for Windows Step by Step: A Simple Guide and Reference. 17.0 updat. Boston: Pearson Education.
  25. Gino. F. & Flynn. F. J. (2011). Give them what they want: The benefits of explicitness in gift exchange. Journal of Experimental Social Psychology. 47(5). 915-922.
  26. Grasse. N. (2000). For teens dubbed Generation Y. online shopping is as common as a can of Coke. Internet Retailer. 52-56.
  27. Gündüz. Ş. & Pekçetaş. T. (2018). Kuşaklar ve örgütsel sessizlik/seslilik. İşletme Bilimi Dergisi (JOBS). 6(1). 109-135. Doi:10.22139/jobs.399952
  28. Gürbüz. S. (2015). Kuşak Farklılıkları: Mit mi. Gerçek mi? İş ve İnsan Dergisi. 2(1). 39-57. Doi:10.18394/iid.80342
  29. GWI2. (2020). Global Web Index research. (Retrieved: 21.05.2023) https://www.gwi.com/?bcndyn=d2lkOjQ2MnxjaWQ6NTU5&gad_id=496076063743&utm_source=ppc&utm_medium=ppc&utm_term=globalwebindex&utm_campaign=GWI+-+UK+-+EN+-+Brand+Pure+-+GWI+-+Exact&hsa_kw=globalwebindex&hsa_grp=46477031919&hsa_net=adwords&hsa_acc=9903771596&hsa_cam=951758616&hsa_tgt=kwd-369828135814&hsa_src=g&hsa_mt=e&hsa_ad=496076063743&hsa_ver=3&gclid=CjwKCAjwscGjBhAXEiwAswQqNASYYT3Cf9w2EAVrl2HHSdLuFYCIGH8FS_mnpP_DFbWydzVbJ6zEyBoCr3IQAvD_BwE
  30. Hollenbeck. C. R. Peters. C. & Zinkhan. G. M. (2006). Gift giving A community paradigm. Psychology & Marketing. 23(7). 573-595.
  31. Howarth. J. (2022). 25+ New Generation Z Statistics (2023). Exploding Topics. https://explodingtopics.com/blog/gen-z-stats
  32. Howe. N. & Strauss. W. (2007). The next 20 years: How customer and workforce attitudes will evolve. Harvard business review. 85(7-8). 41-52.
  33. Ismail. A. R. Nguyen. B. Chen. J. Melewar. T. C. & Mohamed. B. (2021). Brand engagement in self-concept (BESC). value conscious-ness and brand loyalty: A study of generation Z consumers in Malaysia. Young consumers. 22(1). 112-130. DOI 10.1108/YC-07-2019-1017
  34. Iyengar. S. S. & Lepper. M. R. (2000). When choice is demotivating: Can one desire too much of a good thing? Journal of personality and social psychology. 79(6). 995.
  35. Jacobsen. S. L. & Bernes. N. G. (2020). Social Media. Gen Z and Consumer Misbehavior: Instagram Made Me Do It. Journal of Marketing Development and Competitiveness. 14(3). 51-58.
  36. Kasasa. (2021). “Boomers. Gen X. Gen Y. Gen Z. and Gen A explained”. Kasasa2 1-13. https://www.kasasa.com/exchange/art?cles/generat?ons/gen-x-gen-y-gen-z
  37. Kotler. P. & Armstrong. G. (1989). Principles of marketing. New Jersey: Prentice Hall Inc.
  38. Kotler. P. ve S. J. Levy. 1969. “Broadening the concept of marketing”. Journal of Marketing 33:10-15.
  39. Lazarevic. V. (2012). Encouraging brand loyalty in fickle generation Y consumers. Young consumers. 13(1). 45-61. DOI 10.1108/17473611211203939
  40. Lissitsa. S. & Kol. O. (2016). Generation X vs. Generation Y – A decade of online shopping. Journal of Retailing and Consumer Services. 31. 304-312. Doi:http://dx.doi.org/10.1016/j.jretconser.2016.04.015
  41. Logica. (2020). The Future of Money Report 2020 The Consumer Money Mindset in the Time of COVID-19. Logica Research. chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://f.hubspotusercontent20.net/hubfs/6745075/LogicaResearchFutureofMoney%202020.pdf
  42. Mannheim. Karl. (1969). “The Sociological Problem of Generations”.(in) Ss. 163-95.
  43. McDonald. W. J. (1993). The roles of demographics. purchase histories and shopper desicion-making styles in predicting consumer catalogue loyalty. The Journal of Direct Marketing. 7(3). 55-65.
  44. Michael. R. T. & Becker. G. S. (1973). On the new theory of consumer behavior. The Swedish Journal of Economics. 378-396.
  45. Moschis. G. P. (1976). Shopping orientations and consumer uses of information. Journal of Retailing. 52(Summer). 61-70.
  46. Nikolic. T. M. Delic. T. & Peric. N. (2022). Consumer behavıor of gen y and gen z durıng the Covıd-19 pandemıc. M. Radosavljević & M. Anđelković (Ed.). In COVID-19 pandemıc crısıs management a non - medıcal approach (pp. 63-84). Belgrade: Faculty of Business Studies and Law. University. Union – Nikola Tesla.
  47. Pak. E. (2022). Features of the influence of digital marketing on consumer behavior of generation Y/Z in Kazakhstan. Economia Aziendale Online. 13(4). 825-831. Doi:10.13132/2038-5498/13.4.825-831
  48. Park. Ji Eun. Jun Yu.& Joyce Xin Zhou. (2010). Consumer innovativeness and shopping styles. Journal of Consumer Marketing 27(5). 437-460. Doi: 10.1108/07363761011063330
  49. Puiu. S. (2016). Generation Z- A new type of consumers. Revista tinerilor economişti. (27). 67-78.
  50. Rachmahani. Hera.& Sony Kusumasondjaja. (2020). Gift Giving Behavior Among Millennials. the Use of Photo Elicitation Interview To Discover Consumer Insight. ASEAN Marketing Journal 12(1). 53-59. Doi: 10.21002/amj.v12i1.12891
  51. Radojka. K. & Filipović. Z. (2017). Gender dıfferences and consumer behavıor of mıllennıals. Acta Economica Et Turistica. 3(1). 5-13. Doi:10.1515/aet-2017-0002
  52. Raynor. L. (2021. January 21). Gen Z And The Future Of Spend: What We Know About This Generation. The Pandemic And How They Pay. Forbes. (Retrieved: 18,05,2023) https://www.forbes.com/sites/forbesbusinesscouncil/2021/01/21/gen-z-and-the-future-of-spend-what-we-know-about-this-generation-the-pandemic-and-how-they-pay/
  53. Reisenwitz. T. H. & Iyer. R. (2009). Differences in Generation X and Generation Y: Implications for the Organization and Marketers. Marketing Management Journal. 19(2). 91-103.
  54. Saritaş. E. & Barutçu. S. (2016). Tüketici Davranışlarının Analizinde Kuşaklar: Sosyal Medya Kullanımı Üzerinde Bir Araştırma. Pamukkale Journal of Eurasian Socioeconomic Studies. 3(2). 1-15. Doi:10.5505/pjess.2016.27146
  55. Shanka. T. & Handley. B. (2011). Gift Giving: An Exploratory Behavioural Study. Asia Pacific Journal of Tourism Research. 16(4). 359-377. Doi:10.1080/10941665.2011.588865
  56. Sherry. J. F. (1983). Gift Giving in Anthropological Perspective Linked references are available on JSTOR for this article: Gift Giving in Anthropological Perspective. Journal of Consumer Research. 10(2). 157-68.
  57. Sproles. G. B.& Kendall. E. L. (1986). A Methodology for Profiling Consumers’ Decision Making Styles. Journal of Consumer Affairs. 20(2). 267-79. Doi: 10.1111/j.1745-6606.1986.tb00382.x.
  58. Sproles. G. B.& Kendall. E. L. (1987). A short test of consumer desicion-making styles. Journal of Consumer Affairs. 5. 134. Doi: 10.2307/1250024.
  59. Stephenson. P. R. & Willett. R. P. (1969). Analysis of consumers’ retail patronage strategies. P. R. McDonald (Ed.). In Marketing Involvement in Society anf the Economy (pp. 316-322). Chicago: American Marketing Association.
  60. Syrett. M. & Lammiman. J. (2004). Advertising and millennials. Young Consumers. Quarter 3. 62-73.
  61. Şahin. B. G. & Akballı. E. E. (2019). Tüketici davranışlarını etkileyen faktörler ve yöntem analizi. International Journal of Social and Educational Sciences. 1(1). 43-85.
  62. Şeker. A. (2018). Özel günlerde hediye satın alma davranışları: Batman örneği. Doktora Tezi.İnönü Üniversitesi Sosyal Bilimler Enstitüsü. Malatya.
  63. Şenturan. Ş. Köse. A. Dertli. E. M. Başak. S.& Şentürk. N. (2016). X ve Y Kuşağı Yöneticilerinin İş Değerleri Algısı ve Farklılıkları Üzerine İnceleme. Business and Economics Research Journal. 7(3). 171-82. Doi: 10.20409/berj.2016321815.
  64. Tabachnick. B. G.& Fidell. L. S. (2013). Fidell Using Multivariate Statistics. Boston:Pearson
  65. Taute. H. A. & Sierra. J. J. (2015). An examination of emotional information management in gift giving and receipt. Psychology & Marketing. 32(2). 203-218.
  66. Thangavel. P. Pathak. P. & Chandra. B. (2022). Consumer Decision-making Style of Gen Z: A Generational Cohort Analysis. Global Business Review. 23(3). 710-728. Doi:10.1177/0972150919880128
  67. Tolani. K. Sao. R. Bhadade. P. & Chandak. S. (2020). Money and generations: Financial choises made by Gen X and Gen Y. International Journal of Management (IJM). 11(4). 657-672.
  68. Trudel. R. (2019). Sustainable consumer behavior. Consumer Psychology Review. 2(1). 85-96. Doi:10.1002/arcp.1045
  69. Türk Dil Kurumu. (n.d). Armağan ne demek TDK Sözlük Anlamı. Türk Dil Kurumu Sözlüğü. Retrieved December 01. 2022 From https://sozluk.gov.tr/
  70. Türkiye İstatistik Kurumu. (2021a). Genc ve yetiskin nufus ile toplam nufus icindeki oranı. (Retrieved:19.12. 2022) https://data.tuik.gov.tr/Bulten/Index?p=Genc ve yetiskin nufus ile toplam nufus icindeki oranı
  71. Türkiye İstatistik Kurumu. (2021b). İstatistiklerle Gençlik. 2020. (Retrieved: 19.12.2022) https://data.tuik.gov.tr/Bulten/Index?p=Istatistiklerle-Genclik-2021-45634
  72. Van de Ven. J. (2000). The economics of the gift. SSRN 244683.
  73. Van den Bergh. J. & Pallini. K. (2018). Marketing to Generation Z. Research World.(70). 18-23. Doi:10.1002/rwm3.20660
  74. Webster. C. & Nothingham. L. (2000). Gender differences in the motivations for gift giving. American Marketing Association. Summer. (Retrieved:20.12.2023) https://www.proquest.com/openview/845281bbe6a1ab838f7e317032962cb1/1?cbl=35292&pq-origsite=gscholar
  75. Wesley. S. LeHew. M. & Woodside. A. G. (2006). Consumer decision-making styles and mall shopping behavior: Building theory using exploratory data analysis and the comparative method. Journal of Business Research. 59(5). 535-48. Doi: 10.1016/J.JBUSRES.2006.01.005.
  76. Westbrook. R. A. & Black. W. (1985). A motivation shopper based typology. The Journal of Retailing. 61(Spring). 78-103.
  77. Williams. K. C. & Page. R. A. (2011). Marketing to the Generations. Journal of Behavioral Studies in Business. 3(1). 37-53.
  78. Winck. B. (2020). Gen Z’s surging economic power will permanently change the investing landscape over the next decade. Bank of America says. Insider. (Retrieved: 05.20.2023) https://markets.businessinsider.com/news/stocks/gen-z-economic-impact-outlook-spending-permanently-change-investing-bofa-2020-11-1029822486
  79. Wolf. M. M. Carpenter. S. & Qenani-Petrela. E. (2005). A Comparison of X. Y. and Boomer Generation Wine Consumers in California. Journal of Food Distribution Research. Doi:10.22004/ag.econ.26724
  80. Yamane. T. (2001). Temel örnekleme yöntemleri. Alptekin Esin. Celal Aydın. Esen Gürbüzsel. M. Akif Bakır (Çev.). Ankara: Literatür Yayıncılık.
  81. Zhou. J. X. Mark. J. A. Pereira. A. & Yu. J. (2010). Chinese consumer decision-making styles: A comparison between the coastal and inland regions. Journal of Business Research 63(1). 45-51. Doi: 10.1016/j.jbusres.2009.01.010.
  82. Zsigmondová. A. (n.d.). Consumer habits of generations X. Y. Z during the covid-19 epidemic. (Retrieved 05.20. 2023) chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://relik.vse.cz/2021/download/pdf/430-Zsigmondova-Annamaria-paper.pdf
  83. Alavi. S. A. Rezaei. S. Valaei. N. & Wan Ismail. W. K. (2016). Examining shopping mall consumer decision-making styles. satisfaction and purchase intention. International Review of Retail. Distribution and Consumer Research. 26(3). 272-303. Doi:10.1080/09593969.2015.1096808
  84. Baydaş. A. Sezer. A. & Kanoğlu. M. F. (2021). Investigation of the Effects of Hedonic Consumption Reasons on Voluntary Simplicity Lifestyle within the Scope of Consumer Purchasing Behavior in Terms of Generations X. Y. Z. Journal of Current Researches on Social Sciences. 11(4). 451-474. Doi: 10.26579/jocress.449
  85. Çokluk. Ö. Şekercioğlu. G. & Büyüköztürk. Ş. (2016). Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS ve LİSREL Uygulamaları. Ankara: Pegem Akademi Yayıncılık
  86. Diebner. R. Silliman. E. Ungerman. K. & Vancauwenberghe. M. (2020). Adapting customer experience in the time of coronavirus. (Retrieved:05.05.2023) https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/adapting-customer-experience-in-the-time-of-c oronaviru
  87. Dursun. İ. Alnıaçık. Ü. & Tümer Kabadayı. E. (2013). Tüketici karar verme tarzları ölçeği: yapısı ve boyutları. Journal of the Academy of Marketing Science. 16(1). 293-304.
  88. Fabius. V. Kohli. S. Björn T. & Moulvad Veranen. S. (2020). How COVID-19 is changing consumer behavior—Now and forever. https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/meet-the-next-normal-consumer
  89. Flynn. Francis J.& Gabrielle S. Adams. (2009). Money can’t buy love: Asymmetric beliefs about gift price and feelings of appreciation. Journal of Experimental Social Psychology 45(2). 404-9. Doi: 10.1016/J.JESP.2008.11.003
  90. George. D.& Mallery. M. (2010). SPSS for Windows Step by Step: A Simple Guide and Reference. 17.0 updat. Boston: Pearson Education.
  91. Hollenbeck. C. R. Peters. C. & Zinkhan. G. M. (2006). Gift giving A community paradigm. Psychology & Marketing. 23(7). 573-595.
  92. Ismail. A. R. Nguyen. B. Chen. J. Melewar. T. C. & Mohamed. B. (2021). Brand engagement in self-concept (BESC). value conscious-ness and brand loyalty: A study of generation Z consumers in Malaysia. Young consumers. 22(1). 112-130. DOI 10.1108/YC-07-2019-1017
  93. Kotler. P. ve S. J. Levy. 1969. “Broadening the concept of marketing”. Journal of Marketing 33:10-15.
  94. Nikolic. T. M. Delic. T. & Peric. N. (2022). Consumer behavıor of gen y and gen z durıng the Covıd-19 pandemıc. M. Radosavljević & M. Anđelković (Ed.). In COVID-19 pandemıc crısıs management a non - medıcal approach (pp. 63-84). Belgrade: Faculty of Business Studies and Law. University. Union – Nikola Tesla.
  95. Sherry. J. F. (1983). Gift Giving in Anthropological Perspective Linked references are available on JSTOR for this article: Gift Giving in Anthropological Perspective. Journal of Consumer Research. 10(2). 157-68.
  96. Sproles. G. B.& Kendall. E. L. (1986). A Methodology for Profiling Consumers’ Decision Making Styles. Journal of Consumer Affairs. 20(2). 267-79. Doi: 10.1111/j.1745-6606.1986.tb00382.x.
  97. Sproles. G. B.& Kendall. E. L. (1987). A short test of consumer desicion-making styles. Journal of Consumer Affairs. 5. 134. Doi: 10.2307/1250024.
  98. Şenturan. Ş. Köse. A. Dertli. E. M. Başak. S.& Şentürk. N. (2016). X ve Y Kuşağı Yöneticilerinin İş Değerleri Algısı ve Farklılıkları Üzerine İnceleme. Business and Economics Research Journal. 7(3). 171-82. Doi: 10.20409/berj.2016321815.
  99. Tabachnick. B. G.& Fidell. L. S. (2013). Fidell Using Multivariate Statistics. Boston:Pearson
  100. Thangavel. P. Pathak. P. & Chandra. B. (2022). Consumer Decision-making Style of Gen Z: A Generational Cohort Analysis. Global Business Review. 23(3). 710-728. Doi:10.1177/0972150919880128
  101. Tolani. K. Sao. R. Bhadade. P. & Chandak. S. (2020). Money and generations: Financial choises made by Gen X and Gen Y. International Journal of Management (IJM). 11(4). 657-672.
  102. Wesley. S. LeHew. M. & Woodside. A. G. (2006). Consumer decision-making styles and mall shopping behavior: Building theory using exploratory data analysis and the comparative method. Journal of Business Research. 59(5). 535-48. Doi: 10.1016/J.JBUSRES.2006.01.005.
  103. Wolf. M. M. Carpenter. S. & Qenani-Petrela. E. (2005). A Comparison of X. Y. and Boomer Generation Wine Consumers in California. Journal of Food Distribution Research. Doi:10.22004/ag.econ.26724
  104. Zhou. J. X. Mark. J. A. Pereira. A. & Yu. J. (2010). Chinese consumer decision-making styles: A comparison between the coastal and inland regions. Journal of Business Research 63(1). 45-51. Doi: 10.1016/j.jbusres.2009.01.010.