Consumption Style Among Young Adults Toward Their Shopping Behavior: An Empirical Study in Pakistan

Business and Management Research, Vol. 1, No. 4; 2012, pp. 109-116

8 Pages Posted: 26 Oct 2012 Last revised: 23 Nov 2012

See all articles by Rehan Azam

Rehan Azam

Iqra University

Suleman Akbar

IQRA University

Muhammad Danish

affiliation not provided to SSRN

Date Written: September 20, 2012

Abstract

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 1048 respondents who are young, urban 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 female are more shopping influenced, fashion conscious, recreational, and confused over-choice as compare to male whereas male 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.

Keywords: Consumption Style, Gender, Independent Sample T-Test, Young Adults

JEL Classification: M30, M31, M39

Suggested Citation

Azam, Rehan and Akbar, Suleman and Danish, Muhammad, Consumption Style Among Young Adults Toward Their Shopping Behavior: An Empirical Study in Pakistan (September 20, 2012). Business and Management Research, Vol. 1, No. 4; 2012, pp. 109-116, Available at SSRN: https://ssrn.com/abstract=2167338 or http://dx.doi.org/10.2139/ssrn.2167338

Rehan Azam (Contact Author)

Iqra University ( email )

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Karachi, Sindh 75500
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Suleman Akbar

IQRA University ( email )

Defence View
Shaheed-e-Millat Road (Ext.)
Karachi, Sindh 75500
Pakistan

Muhammad Danish

affiliation not provided to SSRN ( email )

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