The impact of lifestyle on customers' decision-making styles Case Study: Customers carpet in Kermanshah

Lifestyle is a fundamental concept in advertising and applied marketing research and any customer or consumer with a specific decision-making style is associated with different markets and these styles more or less remain constant over the time. The aim of this study is to identify the effect of lifestyle on decision-making style of carpet customers in Kermanshah. The research is conducted through a descriptive-survey and data are obtained by distributing questionnaires among 183 carpet customers in Kermanshah. The reliability of the questionnaire has been confirmed by the Cronbach's alpha technique and for data analysis SPSS 11 and Excel are used. The results of this research show that there is a significant impact and relationship among ideal lifestyle and the Perfectionist style, basic price, sensitivity to being modern and fashionable, loyalty to a brand, desire without any planning or premeditated intention

Keywords:

lifestyle , decision-making style , carpet , Kermanshah