Providing marketing strategies based on the model and indicators of international life style and type of consumer decision making-case study : Consumers of cosmetic products.

Subject Areas : advanced strategic planning

Seyd Mohamad Taghi Hosseinikia ¹ , Vahid Reza Mirabi ²

1 - Faculty
2 - Faculty

Received: 2019-07-28 Accepted : 2020-06-18 Published : 2019-02-01

Keywords: marketing strategies, international life styles, type of consumer decision making, Consumers of cosmetic products,

Abstract :

This study aimed to provide marketing strategies based on the model and indicators of international life style and types of purchase decision making. Methodology of the research is descriptive-survey and it targeted to be applied research. Data were collected by both primary and secondary styles. Considering krejcie and Morgan’s table, statistical sample included 384 questionnaires for unlimited population which were performed on each cluster. Sampling was executed by clustering method. Data were analyzed by Lisrel and SPSS software and accordingly it was concluded that all international life styles were detected among consumers of cosmetic products. The score and type of buying decision of each style include: consumers with strivers’ life style (rank one and complex purchase decision making), consumers with achievers’ life style (rank two and complex purchase decision making), consumers with adapters’ life style (rank three and complex purchase decision making), consumers with traditional lifestyle (rank four and complex purchase decision making) and consumers with pressured life style (rank five and complex purchase decision making).