Özet:

The aim of this research is to determine the youth consumers’ decision-making styles based on the consumer’s decision-making styles and to measure the impact of companies’ advertising and retail efforts on the determined decision-making styles. A structured survey was implemented to 443 university students selected using the easy sampling method. Explanatory and verifying factor analysis has been used to verify the inventory of consumer decision-making style. Data analysis is carried out with the Structural Equality Model (YEM) and is supported by six decision-making styles (excellent/high quality-oriented, choice complexity, custom-oriented/brand-oriented, brand-oriented, innovative/mode-oriented and price-oriented) that are included in the inventory of original consumer decision-making styles, and a new decision-making style (pronounced acceptance-oriented decision-making style) is determined. The research finds that advertising and retail efforts have a significant impact on consumer decision-making styles.

Özet:

The aim of this research is to determine the decision-making styles of young consumers based on consumers' decision-making inventory, and to measure the impact of the company's advertising and retail efforts on the determined decision-making styles. A structured questionnaire was applied to 443 selected university students using the convenience sampling method. Exploratory and confirmatory factor analysis is used to validate the CSI. Data analysis was performed by the Structural Equation Model (SEM) and support was found for six decision- making styles from the original consumer decision making styles inventory (perfectionist, high quality, confused by over-choice, habitual/brand loyal, novelty/fashion, and recreation conscious) and one new decision- making style is developed (celebrity endorsement). Research has shown that advertising and retail efforts significantly affect consumers' decision-making styles.

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