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Consumer Decision-Making Styles And Young-Adult Consumers: An Indian Exploration

Author

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  • Anubhav Anand MISHRA

    (The ICFAI University Dehradun, India)

Abstract

The economy of India is on a growth spree since the last two decades. This growth has increased the shopping options available to the consumers. The present study has tried to ascertain the decision-making styles of young-adult consumers so as to provide information to marketers interested in the decision-making profile of Indian consumers and thus enabling them to build their marketing efforts accordingly. The research has made use of Sproles and Kendall’s (1986) consumer styles inventory (CSI) on a sample of 425 young-adult Indian consumers and has attempted to examine the generalisability of the scale. Factor analysis has been employed to summarise the 38 variables identified into smaller sets of linear composites that preserved most of the information in the original data. The study has confirmed the applicability of the original US characteristics as well as two new traits specific to the Indian context. Furthermore, similarities and differences between different cultures have been discussed and implications have been proffered.

Suggested Citation

  • Anubhav Anand MISHRA, 2010. "Consumer Decision-Making Styles And Young-Adult Consumers: An Indian Exploration," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 229-246, November.
    • Handle: RePEc:aio:manmar:v:viii:y:2010:i:2:p:229-246
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    File URL: http://www.mnmk.ro/documents/2010ed2/6_Anubhav%20FFF.pdf
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    Citations

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    Cited by:

    1. Nor Khasimah Aliman & Zailin Zainal Ariffin & Shareena Mohamed Hashim, 2018. "Religiosity Commitment and Decision-Making Styles Among Generation Y Muslim Consumers in Malaysia," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(1), pages 554-576, January.
    2. M. Krishnakumar, 2018. "Future Apparel Buying Intention: Mediating Effect of Past Apparel Buying Behaviour and Past Apparel Buying Experience," Global Business Review, International Management Institute, vol. 19(3), pages 737-755, June.
    3. Banu Külter Demirgüne? & Bülent Özsaçmac?, 2016. "EXPLORING THE EFFECT OF CONSUMERS? FOOD-RELATED DECISION MAKING STYLES ON NATIONAL BRAND vs. STORE BRAND CHOICE," Proceedings of Business and Management Conferences 4406888, International Institute of Social and Economic Sciences.
    4. Banu Kulter Demirgunes & Bulent Ozsacmaci, 2017. "Exploring the Effect of Consumers¡¯ Food-Related Decision Making Styles on National Brand vs. Store Brand Choice," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(1), pages 46-64, February.

    More about this item

    Keywords

    Consumer decision-making; Consumer Style Inventory (CSI); Young-adult consumers; Factor analysis; India;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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