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Iranian generation Y female market segmentation

Kambiz Heidarzadeh Hanzaee (Department of Business Management and Marketing, Faculty of Management and Economics, Islamic Azad University – Tehran Science and Research Branch, Tehran, Iran)
Sara Aghasibeig (Department of Business Management and Marketing, Faculty of Management and Economics, Islamic Azad University – Tehran Science and Research Branch, Tehran, Iran)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 25 June 2010

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Abstract

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 generation Y (those born after 1977) by administering a questionnaire to a non‐probability sample of female undergraduate students of Azad University, the Islamic Azad University Tehran branch.

Findings

The result showed six meaningful and distinct groups; the characteristics of each group were identified separately. These findings are useful for both domestic and international retailers and marketers seeking to effectively target young Iranian female consumers.

Originality/value

This is the first academic study focusing on generation Y female shopping behaviors that its findings are useful for both domestic and international retailers and marketers seeking to effectively target young Iranian female consumers.

Keywords

Citation

Heidarzadeh Hanzaee, K. and Aghasibeig, S. (2010), "Iranian generation Y female market segmentation", Journal of Islamic Marketing, Vol. 1 No. 2, pp. 165-176. https://doi.org/10.1108/17590831011055897

Publisher

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Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited