Purpose – The purpose of the paper is to examine Iranian generation Y female decision making using Sproles and Kendall's consumer styles inventory as a basis for market segmentation. Design/methodology/approach – Considering the high population of young Iranians, this research has focused on...

Purpose – Consumer behavior will become more heterogeneous because of cultural differences. This phenomenon makes it increasingly important to understand values of national cultures and their impact on consumer behavior. The purpose of this paper is to review cultural factors with a focus on...