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Iranian generation Y female market segmentation

Iranian generation Y female market segmentation Purpose – The purpose of the paper is to examine Iranian generation Y female decision making using Sproles and Kendall's consumer styles inventory as a basis for market segmentation. Design/methodology/approach – Considering the high population of young Iranians, this research has focused on generation Y (those born after 1977) by administering a questionnaire to a non‐probability sample of female undergraduate students of Azad University, the Islamic Azad University Tehran branch. Findings – The result showed six meaningful and distinct groups; the characteristics of each group were identified separately. These findings are useful for both domestic and international retailers and marketers seeking to effectively target young Iranian female consumers. Originality/value – This is the first academic study focusing on generation Y female shopping behaviors that its findings are useful for both domestic and international retailers and marketers seeking to effectively target young Iranian female consumers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Islamic Marketing Emerald Publishing

Iranian generation Y female market segmentation

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Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
1759-0833
DOI
10.1108/17590831011055897
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of the paper is to examine Iranian generation Y female decision making using Sproles and Kendall's consumer styles inventory as a basis for market segmentation. Design/methodology/approach – Considering the high population of young Iranians, this research has focused on generation Y (those born after 1977) by administering a questionnaire to a non‐probability sample of female undergraduate students of Azad University, the Islamic Azad University Tehran branch. Findings – The result showed six meaningful and distinct groups; the characteristics of each group were identified separately. These findings are useful for both domestic and international retailers and marketers seeking to effectively target young Iranian female consumers. Originality/value – This is the first academic study focusing on generation Y female shopping behaviors that its findings are useful for both domestic and international retailers and marketers seeking to effectively target young Iranian female consumers.

Journal

Journal of Islamic MarketingEmerald Publishing

Published: Jun 25, 2010

Keywords: Shopping; Consumer behaviour; Decision making; Age groups; Market segmentation; Iran

References