Consumer Decision-Making Style: The Case of Iranian Young Consumers

Azizi, Shahriar; Makkizadeh, Vahid

doi:10.5296/jmr.v4i2.1222

Cited by 24 publications

(27 citation statements)

References 26 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Even though few researchers argue that generalizability of CSI instrument has not been established by previous studies (e.g. Yasin, 2009;Canabal, 2002), most of the previous authors commonly accept CSI as reliable measurement for analyzing consumer shopping behavior in different contexts in the world. Therefore it is worth to analyze the adoptability of CSI for analyzing consumer behavior in the context of Czech Republic.…”

Section: Consumer Decision-making Stylesmentioning

confidence: 99%

Consumer Decision-Making Styles and Local Brand Biasness: Exploration in the Czech Republic

Bandara¹

2014

JOC

View full text Add to dashboard Cite

The modern marketer shows a growing interest in the research of consumer decision-making styles to understand how an individual makes his/her buying decisions in the competitive environment. This concept is important because it determines the behavioral patterns of consumers and is relevant for market segmentation. Most of the previous researchers have adapted to Consumer Style Inventory (CSI) introduced by Sproles and Kendall in 1986 as a common tool for assessing the decision-making styles of customers. Though researchers have validated CSI in different cultural and social contexts, very limited studies were carried out to explore the relationship between consumer decision-making styles and their domestic brand biasness. Therefore, the present study mainly focuses on exploring the impact of consumer decision-making styles on their preference towards domestic brands in the context of the Czech Republic. The sample for this study was drawn from adult customers who live in the Brno, Zlín, and Olomouc regions in the Czech Republic. A group of students from the Bachelor's degree programme in Management and Economics, Tomas Bata University in Zlín were selected as enumerators for data collection. Altogether 200 questionnaires were distributed and 123 completed questionnaires were taken in for final analysis. The decision-making styles were measured using Sproles and Kendall's (1986) CSI instrument. Cronbach's Alpha values of each construct confirmed that there is a good interring reliability associated with the data. Principle Component Analysis was employed to determine the decision-making styles of Czech customers and the one-way ANOVA was used for testing hypotheses. The findings revealed that seven decision-making styles are appeared among Czech customers and fashion consciousness, recreational orientation, impulsiveness, and price consciousness of customers show a direct relationship with the domestic brand biasness. Other styles did not show a significant relationship with domestic brand preferences in the given context. Finally, the researchers provide some suggestions for domestic firms in the Czech Republic to develop appropriate marketing strategies for attracting customers towards domestic brands.

show abstract

Section: Consumer Decision-making Stylesmentioning

confidence: 99%

Consumer Decision-Making Styles and Local Brand Biasness: Exploration in the Czech Republic

Bandara¹

2014

JOC

View full text Add to dashboard Cite

show abstract

“…Noble and Walker's () study of high school leavers suggests the importance of consumption in relation to consumer transition and the liminal experience. More recent studies of young consumers also suggest an increased emphasis on the self, desire for fashion and behavioural hedonism among those in transitionary age groups (under 25 years), than those in older age groups (Azizi and Makkizadeh, ). The university students included in this current study offer a unique point of perspective on identity creation and role transition.…”

Section: Literature Reviewmentioning

confidence: 99%

The place of debt in establishing identity and self‐worth in transitional life phases: young home leavers and credit

McNeill

2013

Int J Consumer Studies

View full text Add to dashboard Cite

Consumption behaviour has long been linked to identity and notions of the self, with these concepts becoming ever more relevant in a global culture of consumption where materialistic behaviours and attitudes are seen as determinants of self-image. Against this landscape of consumption, Generation Y is oft criticized as the 'want it now' generation, focused on hedonic acquisition of possessions and brands. This group was born into a society that reinforces the self through having and have been encouraged to consume since childhood. Debt is increasing in the youth market, with most teenagers now having access to credit cards and university graduates entering the workplace with high levels of consumer as well as educational debt. This study examines the consumption behaviour of two sets of young adult consumers: recent home leavers and those who have lived away from home for a longer period of time, examining their experience with debt in a framework of self-identity. Core themes to emerge from this research are centred on the place of debt in establishing identity and self-worth in transitional life phases.

show abstract

“…In Iran, Azizi and Makkizadeh (2012) tested the Consumer Styles Inventory (Sproles & Kendall, 1986) on the college going Iranian students and reported that only two out of eight factors were found reliable, specifically, brand loyalty and brand consciousness. On the other hand, Durvasula et al (1993) produced similar factor loadings to the Sproles and Kendall (1986) study on New Zealand College students.…”

Section: Introductionmentioning

confidence: 99%

Consumer Decision-Making Styles of Indian Adolescents

Srivastava

2015

CMR

View full text Add to dashboard Cite

This study examines the consumer decision-making styles with respect to shopping behavior among Indian adolescents. Specifically, Sproles and Kendall's Consumer Style Inventory was used to determine the various decision-making styles of the respondents. An initial sample of 250 school-going children completed the inventory, which was found to be unreliable. Further, a study was conducted on a sample of 283 students to develop a new scale using exploratory and confirmatory factor analysis. Six decision-making styles of the original scale,

show abstract

Consumer Decision-Making Style: The Case of Iranian Young Consumers

Cited by 24 publications

References 26 publications

Consumer Decision-Making Styles and Local Brand Biasness: Exploration in the Czech Republic

Consumer Decision-Making Styles and Local Brand Biasness: Exploration in the Czech Republic

The place of debt in establishing identity and self‐worth in transitional life phases: young home leavers and credit

Consumer Decision-Making Styles of Indian Adolescents

Contact Info

Product

Resources

About