Authors : Reza Sepahvand, Hojjat Vahdati and Elham Amini Pooya
Abstract: In the modern world and the current variable consumers are of critical importance to the business units, since, the consumers that make the survival and life of the institution, therefore, their behavior and their decision making style that is significantly influenced by their cultural background, it seems necessary. Accordingly, the aim of this study was to examine the effect of national culture on consumer decision-making style based on the Sproles and Kendall Models, the aim of this study in terms of applied research in terms of nature and descriptive survey research approach in terms of type of data is quantitative. The study population consisted of all customers hypermarkets in the city of Tehran which was conducted using a questionnaire to collect data from customers. In this study, a main hypothesis and twelve sub-hypotheses, introducing and using SPSS and Lisrel Software and confirmatory factor analysis, path analysis was conducted.
Reza Sepahvand, Hojjat Vahdati and Elham Amini Pooya, 2016. Investigation the Effect of National Culture on Consumer Decision Making Style Based on the Sproles and Kendall Models (Case Study: Customer of Hypermarkets in the City of Tehran). International Business Management, 10: 1225-1231.