Consumer Decision-Making Styles for Singaporean College Consumers: An Exploratory Study

Sungwon Bae · Do Young Pyun · Soonhwan Lee

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Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies Consumer Perception and Purchasing Behavior

Abstract

The purpose of this study was to investigate Singaporean consumers' decision-making styles (shopping styles) for sports products. This study used a scale of the Purchaser Style Inventory for Sport Products (PSISP) to identify if the scale was reliable. An instrument, consisting of 42 items under 9 dimensions, was administrated to 234 college students in Singapore. This study computed data factor analysis and alpha coefficients for scale reliability. The results indicated the generality of some consumer decision-making styles. Some similarities and differences as well as managerial implications for marketing research will be discussed.

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