DECISION-MAKING STYLES OF GENERATION Z CONSUMERS IN CROATIA

Sa？etak From the middle of the 20th century, the market researches showed an interest for exploring different consumers’ decision-making styles. The contemporary market researches emphasized the influence of the generational theory on decision-making style. This concept is important, especially for the marketing segmentation. With this in mind, this paper focuses on Generation Z in order to explore the characteristics of their decision making styles. The main aim of the paper is to broaden current knowledge of Generation Z decision-making styles with reference to gender. Consequently, the empirical research was carried out from 1st September 2016 to 1st May 2017, using a purposive sample of 408 members of the Generation Z. In order to achieve the main goal of this paper, Cronbach’s alpha coefficient has been applied to test reliability of the items, explorative factor analysis to determine dimensionality of the constructs and one-way ANOVA to check whether there are statistically significant differences with regard to gender. The results reveal that there are some differences in decision-making styles of the Croatian Generation Z regarding gender. More precisely, the female gender appears to be more recreational and hedonistic, less price value conscious and less impulsive than the male. This research has given rise to many questions and further examination of this important market segment will be required in order to better understand their behaviour