文章基本信息

标题：What are Decision Making Styles for International Apparel Brands in a Large Emerging Market?
本地全文：下载
作者：Claudio De Mattos ; Claudio De Mattos ; Laura Salciuviene 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2015
卷号：213
页码：683-686
DOI：10.1016/j.sbspro.2015.11.481
语种：English
出版社：Elsevier
摘要：AbstractThe main purpose of the paper is to identify consumer decision making styles based on Sproles & Kendall's (1986) framework in a large emerging market for international apparel brands. An online questionnaire-based survey with individual Indian consumers was conducted. The results of this study identify five consumer decision making styles among Indian consumers when selecting international apparel brands. The findings also suggest significant statistical differences between males and females for brand and quality consciousness as well as between occupational groups for brand loyalty. Men, when compared to women, are more conscious about both brand and quality when buying international brands and self-employed persons are more brand loyal than students. Practical implications of our findings for market segmentation and communications strategies are offered.
关键词：Consumer decision making styles;International apparel brands;Large emerging Indian market.