Determining the Kinds of Dominant Decision Making on Purchasing in Different Kinds of VALS Life Style (Low Resource)

Subject Areas : Jounal of Marketing Management

S. A. A. Afjeh ¹ , K. Bakhshi Zadeh Borj ²

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Received: 2013-08-31 Accepted : 2013-08-31 Published : 2011-09-23

Keywords: Decision making (D.M.), VAL's life style, Makers, Strivers, Believers, Struggles,

Abstract :

In the market intersection of consumer and producer a number of different factors affect the buying behavior of consumers as well as their decision making on buying the required products. In any given multidimensional society, there exist a variety of environments which construct people’s behavior; and determine their actions. Consumer behavior is affected by factors such as: Cultural factors (culture, sub cultures, social orders), Social factors (reference groups, families, impact of  social class over consumers’  behavior), Personal factors ( age, life stages, jobs, economic conditions, life style, personality and personal image), Psychological factor (motivation, perception, learning and attitude).                                               This research aimed at accessing the role of VAL’s psychographic life styles in determining the purchase decision-making of Iranian consumers by surveying Iranian consumer’s VALS psychographic life styles which consists of a set of effective inside and outside factors. In the present  study  the statistical methods- including x2 and Gamma coefficient- have been used to asses  the kind of dominant decision making in VALS life style, which  consists of Makers, Strivers, Believers and Survivors. The finding of the study indicated extended consumers dominant kinds of decision making for Strivers life style and limited decision making for Believers life style. Moreover, there was not a meaningful difference between kinds of life style for Makers and Survivors as they use  four kinds of decision making at  the same time.