DECISION-MAKING STYLES OF CONSUMERS IN TURKEY AND AZERBAIJAN: A CONSUMER STYLES INVENTORY APPROACH

Özet

Consumers make purchasing decisions based on different criteria. These criteria, which can be considered in many different titles such as price, quality, fashion, entertainment, also shape the purchasing decision-making styles of consumers. Consumers can be divided into market segments according to decision-making styles. This study aims to determine the decision-making styles of consumers in Turkey and Azerbaijan and compare the decision-making styles of consumers in the two countries. The data collected by means of face-to-face interview with consumers living in Turkey and Azerbaijan were analyzed by factor analysis. As a result of the study, seven consumer decision-making styles were found in Turkey and four consumer decision-making styles in Azerbaijan. These factors were similar to those found in other countries.