Gender Differences Analysis Cross-Culturally in Decision-Making Styles -- Taiwanese and Americans Comparison
نویسنده
چکیده
The idea that different cultures present different consumer styles (Kotler 2011; De Mooij 2004; De Mooij, & Hofstede, 2011; Hofstede 1980; 1991; Sproles & Kendall 1986) has practical implications for multinational corporations. Gender-based consumer decision-making styles (issues people consider in making purchases) within and across U.S. and Taiwan populations were analyzed using Sproles and Kendall’s (1986) Consumer Styles Inventory (CSI). It was found that Taiwanese men like shopping for new electronics products more than Taiwanese women, that they like shopping for fun for handbags more than U.S. men and that U.S. females like shopping for fun for handbags more than any of the other groups. Practical marketing implications are outlined.
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