Identification of Consumer Decision-making Styles of Youth in Shopping Malls

Abstract

Purpose The main purpose of this research article is to identify decision-making styles of Indian youth using consumer style inventory. Design/methodology/approach A survey was done on Indian youth to understand decision-making styles in shopping malls. A total sample of 223 youth was taken from two different universities of Punjab. Findings One of the key finding that consumer scale inventory (CSI) is not confirmed to Indian youth who like to go to shopping malls for recreation, and best value deals. Youth are mostly impulsive in nature. The research also revealed that they get confused by over choice hence they seek opinion before buying anything in shopping malls either by family members, friends or salesman. CSI scale has reliability and validity issues. Young India is more loyal towards brands and less loyal towards store. Practical implication This research will not only contribute in a theoretical literature but it will help stores in the shopping malls in many ways: (a) to customise their assortment according to the need of the consumer, (b) to position and advertise as per their targeted segment, (c) to make them understand what type of consumers are coming to their stores, (d) to understand the buying pattern of the young shoppers in the malls and (e) to frame strategies to improve the operational efficiency of their store.

Ecologically Conscious Consumer Behavior: Student Perspectives as a Consumer

“…family and friends) and impersonal sources (e.g. media channels) of information (Bedi, 2014). Based on the description above, the third hypothesis proposed in this study: H3: Consumer Characteristic has significant influence on ecologically conscious consumer behavior.…”

“…The key focus of the present research is fewer environmental concerned variables, mostly because they have been undertaken in a developing country (Pradeep Kautish & Ganesh Dash, 2017). Based on the description above, the second proposed hypothesis in this study is: H2: Environmental Concern has significant influence on ecologically conscious consumer behavior Consumer Characteristic Bedi (2014) has shown that the environmental consciousness consumers can have effects on their purchasing decisions, although the other moderating factors may also influence their purchase decisions. The findings confirm that there is a hierarchy of attitudinal value in the green buying context.…”