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      T       R        Ž       I        Š       T       E RAZLIKE U STILOVIMA ODLUČIVANJA POTROŠAČA S OBZIROM NA SPOL ISPITANIKA UZ POSEBAN OSVRT NA HRV A TSKU GENDE R DIFFER ENCES IN CROA TIAN CONS UMER DECISION-MAKING STYLES Keywords: CSI, decision-making styles, gender differences, Croa- tia ABSTRACT  This paper tests the applicability o f the CSI instrument to measuring consume r decision-making st yles in the Croatian environment. The analysis assesses the validi- ty and the reliability of CSI scales and examines gender differences in consumer -decision making st yles. Rese- arch results point to the existence of eight consumer characteristics and thus validate the applicability of CSI instrument in the Croatian environment. Our fin- dings further indicate that there were gender diffe- rences on five f actors of consumer-decision making Dr. sc. Ivan-Damir Anić Viši znanstveni suradnik Ekonomski institut, Zagreb  Trg J .F . Kennedyja 7, 10000 Zag reb, HRV A TSKA  Te l.: ++385 1 236 2200 E-mail: danic@eizg. hr Doc. dr. sc. Sunčana Piri Rajh Docent, Katedra za marketing Ekonomski fakultet-Zagre b  Trg J .F . Kennedyja 6, 10000 Zag reb, HRV A TSKA  Te l.: ++385 1 238 3318 E-mail: [email protected] Ključne riječi: CSI, stilovi odlučivanja potrošača, razlike u spolu, Hrvatska SAŽETAK U ovom je radu testirana CSI ljestvica u Hrvatskoj. Tako  je p rocijenjena pouzdanos t i valjanost primijenjeni h mjernih ljestvica te su analizirane razlike u stilovima odlučivanja s obzirom na spol ispitanika. Rezultati istraživanja pokazuju da postoji osam različitih, homo- genih faktora stilova odlučivanja. Time ovaj rad po- tvrđuje prethodne teorijske konceptualizacije stilova odlučivanja potrošača. Rezultati istraživanja pokazuju da postoje razlike između muškaraca i žena u pet di- menzija stilova odlučivanja (perfekcionizam, sklonost UDK 658.89-055.1/.3(497.5) Prethodno priopćenje Preliminary communication Dr. sc. Edo Rajh Viši znanstveni suradnik Ekonomski institut, Zagreb  Trg J .F . Kennedyja 7, 10000 Zag reb, HRV A TSKA  T el.: ++385 1 236 2200 E-mail: [email protected]

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