Abstract:

This research examines the determinants of consumer purchase decision-making and differences between consumers of different genders while making purchase decisions with special reference to Pakistan. Based on a sample of 367 consumers, the study adapted Sproles and Kendall's (1986) Consumer Style Inventory to scrutinize decision-making of both genders. The exploratory and confirmatory factor analysis along with structural equation modelling was used. The study underlined that purchase decision-making is significantly influenced by brand consciousness, fashion consciousness, confusion by over-choice, and price consciousness, except quality consciousness. Fashion consciousness and price consciousness were found to have significant gender differences concerning consumer purchase decision-making.