Generation Y female and male decision-making styles in Iran: are they different?

In the early 2000s the Iranian government liberalized investment regulations and many foreign companies entered this high potential market where end-user consumers mainly comprise young people. Unfortunately, there are few studies of shopping behavior. This study compares Generation Y female and male consumer decision-making styles to offer guidelines to Iranian and overseas marketers. Sproles and Kendall's Consumer Styles Inventory (CSI) was adopted. The results show some differences between female and male decision-making styles, suggesting that gender affects shopping behavior. Identification of new traits suggests that CSI cannot be applied without considering socio-cultural factors.     

Impulse buying： An Iranian model

According a model that presenting from Beatty and Ferrell tested with data drawn at one point in time （post shopping interviews） from 20 small shopping in Tehran, Iran. Analysis of data utilizing LISREL 8.5 is supporting all hypotheses, but some of them have negative effect like impulse buying tendency to in store browsing or from money available to impulse buying. Situational variables （time available and money available） were found to influence endogenous variable like positive and negative effect, in store browsing, urge to buy impulsivity and impulse buying. But it is interesting that impulse buying tendency were found to direct effect on impulse buying, like finding Beatty and Ferrell in 1998.