Generation Y Muslim Female and Male Decision Making Styles in Malaysia: Are They Different?

Previous studies have suggested that demographics, including gender, education level, religiosity and nationality affect consumer behavior. This research explores the influence of gender on the shopping behavior of Generation Y Muslim consumers in Malaysia.  The structured questionnaire was distributed to a sample of 500 consumers aged between 18 and 34. Completed data from 486 respondents were analyzed using descriptive and inferential statistics, while factor analysis and ANOVA were conducted to identify construct validity and differences in segment groups. Results indicated that eight decision-making style factors were identified for young Muslim consumers. There are significant differences between male and female consumers related to Brand Consciousness, Brand Loyalty, Recreational Consciousness and Value-Impulsiveness. However, male consumers are similar to the females with respect to Fashion-Fun Consciousness, Quality Consciousness, Confused by Over-Choice and Imperfectionism. Implications for retailers and marketing practitioners as well as recommendations for future research are also discussed.