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Consumer Decision Making Styles of Young Adult Consumers in India

Deepa Tanksale · Netra Ganesh Neelam · Rama Venkatachalam

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Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies

Abstract

The present study aims to identify decision making styles of young Indian consumers in the age range 18 to 21 years and to see if these styles are similar to those found in previous research studies. Consumer styles inventory (CSI) developed by Sproles and Kendall's (1986) was administered to 206 undergraduate college students in Pune, India. Data was factor analysed by Principal Component Analysis (PCA) using Varimax rotation. The reliability of the factors was tested by computing Cronbach alpha coefficients. The original U.S eight factor model could not be confirmed completely, but support was found for six decision making styles namely recreational, brand conscious, novelty- fashion conscious,perfectionist-high quality conscious, Habitual brand-loyal consumer orientation and confused by over choice. Shopping avoidance-Time saver a new factor specific to this Indian sample was found. The implications of the study are discussed and explanations for similarities and differences in the findings are provided.

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References

1986A Methodology for Profiling Consumers' Decision‐Making Styles 1985A motivation-based shopper typology.1989Some Exploratory Findings on the Development of Musical Tastes 1996Consumer decision‐making styles: a multi‐country investigation 1992Consumer Decision‐Making Styles: Comparison Between United States and Korean Young Consumers 1998Consumer Decision‐Making Styles of Young‐Adult Chinese 1993Cross‐Cultural Generalizability of a Scale for Profiling Consumers' Decision‐Making Styles 2001German Consumer Decision‐Making Styles

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