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The nexus between brand consciousness and psychological antecedents of consumers’ decision-making styles

Author

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  • Douglas Chiguvi

    (BA ISAGO University, P. Bag 145, Gaborone Botswana)

  • Musasa Tinashe

    (BA ISAGO University, P. Bag 145, Gaborone Botswana)

Abstract

The aim of this study was to determine the nexus between brand consciousness and psychological antecedents of consumer decision-making styles of Generation Y consumers in Botswana. Brand Consciousness refers to the degree to which people use brand names to make purchase decisions. The study employed quantitative and causal research. E-questionnaire was employed to collect data from 400 generation Y consumers, of which 320 were successfully selected and tested through purposeful sampling. The study results revealed that there is a positive relationship between brand consciousness and psychological antecedents of consumer decision-making styles and also the research findings indicated that millennial consumers in Botswana identify themselves as independent decision-makers that do not rely on external influence when making their purchasing decisions. The study results also indicated that most Batswana millennials are more cognitive innovators than sensory innovators. It is recommended that retailers must be encouraged to add excitement to shopping amenities to attract and retain millennial sensory innovators. Tangible evidence on future research is also required on the actual effects of modern smart e-shopping on generational transformation from Gen X, and Y to Z. Key Words:Brand consciousness; Psychological antecedents; Consumer decision-making styles.

Suggested Citation

  • Douglas Chiguvi & Musasa Tinashe, 2022. "The nexus between brand consciousness and psychological antecedents of consumers’ decision-making styles," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(10), pages 46-54, December.
    • Handle: RePEc:rbs:ijbrss:v:11:y:2022:i:10:p:46-54
    DOI: 10.20525/ijrbs.v11i10.2142
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    References listed on IDEAS

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    1. Jaya Bhasin & Shahid Mushtaq & Sakshi Gupta, 2019. "Engaging Employees Through Employer Brand: An Empirical Evidence," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 44(4), pages 417-432, November.
    2. Douglas Chiguvi & Tinashe Musasa, 2021. "Influence of Psychological Antecedents of Consumer Decision-Making Styles on Millennial Consumer’s Innovativeness in Botswana," Eurasian Journal of Business and Management, Eurasian Publications, vol. 9(1), pages 1-13.
    3. Sheng-Hsiung Chang, 2015. "The Influence of Green Viral Communications on Green Purchase Intentions: The Mediating Role of Consumers’ Susceptibility to Interpersonal Influences," Sustainability, MDPI, vol. 7(5), pages 1-21, April.
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