Modeling diversification in consumer behavior

April 8, 2025بازاریابی خدمات عمومیOpen Access

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Key Points

This study aims to model consumer behavior diversification and identify key influencing factors, particularly gender and age.
Conducted a mixed-method research study with qualitative and quantitative samples.
Employed a systematic analysis to identify 25 indicators across 8 main factors affecting consumer diversification.
Utilized Structural Equation Modeling (SEM) to confirm differences in behavior based on gender and age.
25 indicators of diversification were identified, categorized into 8 main factors.
Women exhibit higher diversification behavior than men, and younger consumers show more diversification than older ones.
The findings highlight the influence of gender and age on consumer behavior, providing insights for competitive marketing strategies.

Mixed-method research models consumer behavior diversification, suggesting implications for marketing strategies based on gender and age.

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Khodadadzadeh et al. (2025) studied this question.

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