The Effect of Gender Roles on Decision Making Styles at White Goods Products

Considering that individuals are affected by the society they live in, the concept of gender roles, compared to gender which is a variable that can easily be estimated at first glance. becomes increasingly important. This study, based on the belief that the role of individuals as a society is affected by their behavior as a consumer, is aimed at exhibiting the influence of gender roles on consumer decision making styles. For this purpose, literature review was done and the generated questionnaire was applied to 620 people. It has been an original study in its field as it measures the involvement levels and it presents the gender roles differ according to sex and consumer decision making styles differ according to gender roles according to the results of analysis