Iranian customers’ decision-making styles: emphasizing ethnicity

Concerning its long history, Ethnicity has always been taken into consideration from different aspects in Iran. Owing to conceptual complexity of the word “ethnicity” and its effects on purchase style in every group, it has been tried in this article to examine decision-making styles in Refah chain stores in Tehran with emphasis on ethnicity and based on “Sproles and Kendall” model. Research statistical sample consisted of 200 people selected using stratified sampling method. Data was collected using a 40-question questionnaire and interview. Results revealed that no significant difference was observed regarding the effect of ethnicity and gender on customers’ decision making and that the only different elements among ethnics were hatred of purchase and Impulsive, carelesstendency. In this study, ten styles were identified among customers of Refah chain stores in Tehran.