A Research on Comparing Consumer Decision- Making Styles and Learning Styles in Terms of the Generatıon Y and Z

Consumer behaviours consist of processes that are complex and difficult to understand. consumers are influenced by many factors present in the internal and external environment. one of those is learning. individuals learn through their senses and perceptions in their lives. as a result, they form a learning style for themselves. they learn which product, service or brand they should prefer. repeated purchasing and experiences result in the fact that consumers develop a purchasing style. that style is an important sign that explains the consumers’ attitudes towards their decisions about their basic purchases. this study aims at analysing the relationship between decision making and learning styles. in addition, this study aims at analysing whether there are any differences between y and z generations in terms of decision making styles and learning styles. the population of the study consists of students from the y and z generations living in erzurum city center. the results show that there is a relationship between decision making styles and learning styles. it has been determined that there is a difference between y and z generations in terms of decision making styles and learning styles.