Demographic characteristics and consumer decision-making styles: Do they impact fashion product involvement?

• Published in: Cogent business & management 2023-12, Vol.10 (2), p.1-8
• Main Authors: Wahab, Heba Abdel, Diaa, Naglaa Mohamed, Nagaty, Sahar Ahmed
• Format: Article
• Language: English
• Subjects: Consumer behavior; consumer decision-making styles; Decision making; demographic variables; Demographics; Fashion; fashion industry; fashion product involvement; Purchase intention
• ISSN: 2331-1975; 2331-1975
• DOI: 10.1080/23311975.2023.2208430

Consumer decision-making styles are considered as psychological and intellectual approaches that can influence the customer purchase decision and can help in explaining the behavior of customers toward fashion products. The purpose of this research is to analyze the impact of consumer decision-making styles on fashion product involvement, as well as the effect of demographic variables (age, gender, income, and education) on consumer decision-making styles and fashion product involvement. Data was gathered through an online questionnaire from a sample of 400 Egyptian customers of fashion products. Results revealed that consumer decision-making styles have a strong significant positive effect on fashion product involvement. The results also showed that all four demographic variables have a significant effect on fashion product involvement as well as on consumer decision-making styles. Research findings were discussed to reflect the researchers' interpretation and perception of the outcomes addressed.