The Study Of Young Consumer Decision-making Style Of Iran Digikala Website

As one of the factors influencing consumers purchase behavior,decision-making styles are crucial for understanding consumer shopping behavior and also for developing successful marketing strategies.Iran where of 80 million population 70% are under age of 35 and by Having 24 million young people aged 15-29(32% of total population),Iran has a young demographic structure.In the other hand fast growing of smart phone users(first in the region),is heaven of Internet startups and Internet marketing.Yet so little studies had done due to better knowing of Iranian consumer decision-making styles,and no studies had done to understand online consumer shopping behavior.This study focused on recognition of CDMS of Iranian online consumers,which is of great importance for salespeople not only in Iran but around the world;where after 2016 agreement between Iran and 5+1 many foreign investors are thirsty for high expecting benefits in Irans market.Digikala website used for study field because they showed great success in convincing Iranian consumers,when almost 85% of Irans online purchasing is from Digikala.Consumer Styles Inventory was used in this study,CSI was developed by Kendall and Soprales(1986)to analyze and better understand the consumers’ decision-making process.CSI was used by many researchers in various countries.CSI questionnaire was translated into Persian and received 144 respondents that were separated five categories: gender,age,marital status,education,income.After factor analysis,the results indicated that perfectionist,brand consciousness and loyalty,hedonistic consciousness,price consciousness,impulsiveness,Confused,habitual and fulfillment were the indicators of Iranian consumers’ decision-making styles when purchasing online from Digikala.Independent sample t test,ANOVA and Post-hoc(for multiple comparisons)were used to achieve the objectives of the study.All the analysis had done using SPSS 24.0.At the end from this studie’s findings and also from some problems that we faced during this research,some suggestions had given to improve and help future studies in online consumer decision-making styles of Iranians.This study is the first one in its field and can help future studies as well as can be great source for marketers specially in China where has rich experiments in field of Internet startup marketing strategies.