Comparison of Positive Perception and Consumer Decision Making Styles in Terms of GenerationsY and Z

It is important for businesses to find out the decision making styles of Y and Z generation consumers who are a significant part of today’s consumers and to understand how their positive perceptions influence their decision making styles in terms of developing the most suitable strategies in market segmentation. The present study was conducted to find out how different Y and Z generation consumers were in terms of their decision making styles and to understand how their perceptions of self, past and human nature influenced their decision making styles. For this purpose a total of 586 persons were surveyed. These participants consist of 221 consumers from Y generation consumers and 365 from Z generation consumers. Data were analyzed by using confirmatory factor analysis and IBM SPSS AMOS in structural equation models. As a result of the analyses conducted, it was found that there was a significant difference between the decision making styles of Y and Z generation consumers, positive perception had an influence on consumer decision making styles and there was a significant difference between the positive perceptions of Y and Z generation consumers. The study is a first in terms of examining the influence of positive perceptions of Y and Z generation consumers in Turkey on their decision making styles