Fatimah Furaji

University of Basrah, Iraq

fatma9_74@yahoo.com

Małgorzata Łatuszyńska

Szczecin University, Poland

mlat@wneiz.pl

Agata Wawrzyniak

Szczecin University, Poland

agataw@wneiz.pl

Barbara Wąsikowska

Szczecin University, Poland

barbara.wasikowska@wneiz.pl

Study on the Influence of Advertising Attractiveness on the Purchase Decisions of Women and Men

Received:

September, 2013

1st Revision:

October, 2013

Accepted:

November, 2013

DOI:

10.14254/2071-

8330.2013/6-2/2

Abstract. This article attempts to document differences in purchase decisions of men and women. Earlier research has found that they, due to their different upbringing and socialization along with various other social, biological and psychological factors, depict different types of consumer behaviour. The purpose of this study is to investigate the influence of advertising attractiveness on male and female purchase decisions. The aim of the paper is to present the authorial research procedure which proposes the usage of the theory of rough set to determine the rules of the consumers’ behaviour. Implications and directions for future research are provided on the basis of the results.

Keywords: consumer behaviour, purchase decision making, advertising, rough set theory.

JEL classifi cation: D1, M3.