Consumer Decision-Making Styles of Indian Adolescents

Abstract

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,

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“…In the present study, there was the same difficulty, due to the lack of information provided by official organisms, it was necessary to use a non-probabilistic sample. The collected sample was focused on households with at least one adolescent child between the ages of 12 and 19, which is consistent with previous research (Aleti et al 2015, Srivastava 2015, Kim and Lee 1997, Beatty and Talpade 1994.…”

“…The generality of studies used data collection from convenience samples (Aleti et al 2015, Srivastava 2015, Kim and Lee 1997. In the present study, there was the same difficulty, due to the lack of information provided by official organisms, it was necessary to use a non-probabilistic sample.…”

“…Past research has identified adolescents as relevant direct or indirect influencers of the purchase of a large amount of household items, and a very important future market of a larger variety of products and services (Aleti et al 2015, Srivastava 2015, Shahrokh and Khosravi 2014. The adolescent is an influencing member on family purchasing decisions within consumption unit, and this influence is manifested directly, that is, by actively acting in the direction of a certain decision (Kaur and Singh 2006, Beatty and Talpade 1994, Mangleburg 1990).…”

“…Given the limited research on the adolescent"s influence on family buying decisions, several authors refer to the need to deepen the study of this phenomenon (Kaur andSingh 2006, Commuri andGentry 2000). Adolescents have increasingly become the focus of both research and companies (Ashraf and Khan, 2016, Mau et al 2016, Goswami and Khan 2015, Srivastava 2015. The efforts made by adolescents in family purchases have increased nowadays (Sondhi and Basu 2014, Singh and Nayak 2014, Chitakunye 2012, Kaur and Medury 2011.…”

“…The substantial and growing adolescent market needs marketers to understand the adolescent purchase behavior for current sales and their participation in the family structure (Niemczyk 2015, Srivastava 2015, Shahrokh and Khosravi 2014, Yang et al 2014). There is a good stream of research which has shown that adolescents" role in family purchase decisions varying by product, decision stage, adolescent, parental, and family characteristics (Aleti et al 2015, Ishaque and Tufail 2014, Shahrokh and Khosravi 2014, Shergill et al 2013, Ali et al 2013, Chaudhary and Gupta 2012.…”