A comparative study of Swedish generation Y decision-making style between high involvement and low involvement products.

Detta är en Magister-uppsats från Mälardalens högskola/Akademin för ekonomi, samhälle och teknik; Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

Sammanfattning:

Title

A comparative study of Swedish generation Y decision-making style between high involvement and low involvement products.

Research questions 

How does product involvement influence consumer decision-making styles in Generation Y of Swedish nationals for the two selected products? 

To what level does the model proposed by Sproles and Kendall in 1986 now apply to the modern-day Generation Y in Sweden as they decide on both of the selected products?

Purpose

The purpose of this research undertaking was to discover and investigate the Swedish generation Y decision-making style and examine if there is a relation between product involvement and consumer decision-making style, and also to compare the extent to which the modern-day Generation Y in Sweden correspondence between age, location and product orientation not predicted by Sproles and Kendall in 1986.

Method

This comparison was conducted based on contemporary primary research versus what was proposed as ideal for last three generations of consumer interest groups. A quantitative research approach was used to select the primary data and answer our research questions.

Conclusion

Consumer buying behavior is influenced by the policy and the mental status of the buyers. According to the respondents, consumer selection can be said to be depend on the current needs and understanding of products. The study reveals that marketing needs to incorporate the realities of prevailing demographics. Consumers tend to have a decision making process that has an emotional attachment to brand, effectiveness and the perceived outcomes.

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