Document Type : Research Paper
Authors
Abstract
The important factors affecting the information search process and following it the decision making for buying, have been widely under survey that the result of this survey shows that this ingredient includes: market specialty, product specialty, consumer specialty and situational condition.
In case of consumer specialty, elements like social condition, age, degree of learning, people's knowledge with different kinds of products and their perception of risk have been accurately under survey.
But this research for the first time in Iran by studying the consumer life style which consist of group of inside and outside ingredients have a comprehensive and supplementary point of view which trying to study the role of life style in Iranians kind of decision making for purchasing.
Considering different existing defragment of consumer behavior we have four kinds of decision making including: extended decision making, limited decision making, decision making based of loyalty to commercial brand and compulsory decision making.
In this research by the use of statistical methods including .r2 and Gamma coefficient have been processed the kind of dominant decision making in VALS life style consist of following innovators, experiences, achievers, believers by survey method. Finally it have been determine that the dominant kind of decision making for innovators is extended decision making and for achievers is limited kind of decision making but there isn't a considerable different between two remaining kinds of life style including experiences and believers. So as a result these two life styles will use the four kinds of decision making in the same.
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