文章基本信息

标题：Consumer Decision Making Styles of Young Adult Consumers in India
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作者：Deepa Tanksale ; Deepa Tanksale ; Netra Neelam 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2014
卷号：133
页码：211-218
DOI：10.1016/j.sbspro.2014.04.186
语种：English
出版社：Elsevier
摘要：AbstractThe 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.
关键词：Consumer decision-making;Consumer Style Inventory;(CSI);College students;Young adult consumers;India ;