publication . Bachelor thesis . 2013

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

Pakdeejirakul, Warangkhana; Agosi, Micheal;
Open Access English
  • Published: 01 Jan 2013
  • Publisher: Mälardalens högskola, Akademin för ekonomi, samhälle och teknik
  • Country: Sweden
Abstract
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-m...
Subjects
free text keywords: Consumer Behavior and Decision-Making, Consumer Decision Making Style, Product Involvement, Sweden and Generation Y
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