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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.

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.

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.

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.