An Investigation of Consumer Decision-Making Styles of Young-Adults in Malaysia

Abstract

The purpose of this exploratory study was to investigate the consumer decision-making styles of young-adults in Malaysia. Exploratory factor analysis was conducted to determine the dimensions considered by young-adults in their transactions in the market. Seven reliable factors and their corresponding decision-making styles were identified: Novelty, Brand Conscious Consumer; Perfectionistic, High-Quality Conscious Consumer; Confused by Overchoice; Recreational, Hedonistic Consumer; Impulsive, Careless Consumer; Variety-Seeking and Habitual, Brand-Loyal. Comparison was made with other studies to identify differences and similarities of consumer style factor structures across different countries.

Generation Y Muslim Female and Male Decision Making Styles in Malaysia: Are They Different?

“…A recent study by Madani et al (2012) [30] on young Malaysian adults identified four factors representing their decision making styles: Novelty/Brand Consciousness; Perfectionist/High-Quality Consciousness; Recreational/Hedonistic Consciousness; and Impulsive/Careless Consumer. These results are dissimilar to those reported by Mohklis (2009) [35]; (2010) [36], and no attempt was made to identify differences between the decision making styles of the male and female respondents. Recent studies have shown that apart from gender, culture is also a strong predictor of consumer decision making styles.…”

“…For instance, the CSI used by Mokhlis (2009) [35] on a Malaysian sample yielded different results due to the cultural differences, implying that CSI in its original form cannot be generalized without some modification.…”

“…Mishra (2010) [32] used 425 postgraduates to study decision making styles among youth-adult consumers in India. In Malaysia, Mokhlis (2009) [35] selected 400 public university undergraduates as research respondents for his investigation into the influence of gender on male and female consumers" shopping styles. In essence, the researchers found that these young adult consumers are different, yet alike in their shopping or decision making styles behavior.…”

Generation Y Consumer Shopping Styles: Evidence from South Africa

“…These results are also consistent with the findings of a study conducted by Sproles and Sproles (1990), in which novelty and fashion-conscious consumers resemble a perfectionist consumer, but with the important exception that these types of consumers may also have a passive and accepting characteristic. Furthermore, novelty-seeking consumers are likely to buy best-selling brands that are the latest in style at expensive stores (Mokhlis, 2009).…”

Effects of gender on credit card usage among university students in Turkey

“…Statman found that propensities for risk, regret, and maximization vary by country of origin and by gender. Furthermore, consumer decision-making styles also vary according to culture (Mokhlis, 2009). There are numerous possible factors that might cause distinct variations between sets of countries such as: culture, sociology, level of average income to name a few.…”