What is it about?
The process of building gender specific consumer decision making styles for Indian teenagers have been displayed. The scale has been compared with other countries.
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Why is it important?
By using the findings of this study marketers can precisely focus on teenagers. They can differentiate between the messages to be delivered to male and female consumers.
Perspectives
Till now marketers were dependent on a common scale for CDMS for young male and female consumers. Now with the use of these findings they can make their propositions much sharper for male and female consumers.
Ajoy Kumar Dey
Birla Institute of Management Technology
Read the Original
This page is a summary of: Scale development and validation of gender-specific consumer decision-making styles: a case of Indian teenagers, International Journal of Indian Culture and Business Management, January 2018, Inderscience Publishers,
DOI: 10.1504/ijicbm.2018.090921.
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