Abstract
This study aims to clarify how consumers lifestyle influences on their buying decisions. More specifically, we aimed to determine consumer’s preference of products is based on product, price and brand of the products and whether consumers’ demographic variables such as age, and gender, influence their decision. It is necessary to segment people based on their lifestyle and to develop marketing strategies that influence Mongolian consumers' decision-making process. Researchers spread out a thousand surveys to the participants and eight hundred eighty-eight questionnaires were analyzed using SPSS 28 and Smart PLS 4.The findings indicate that consumers' shopping orientations have a significant impact on their buying behavior, and demographic variables such as age and gender strongly influence purchasing decisions. Specifically, male consumers prioritize product quality, while females are more price-conscious when making purchases. Keywords: consumer lifestyle, brand-oriented, price-oriented, quality-oriented, buying decision DOI: 10.7176/EJBM/15-8-01 Publication date: April 30 th 2023
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