Australian Consumers' Decision-Making Styles for Everyday Products. Issue 1 (February 2015)

• Record Type: Journal Article
• Authors: Nayeem, Tahmid; Casidy, Riza
• Is Part Of: Australasian marketing journal. Volume 23:Issue 1(2015)
• Page Start: 67
• Page End: 74
• Publication Date: 2015-02
• Subjects: Consumer decision making styles -- Australia -- Everyday products -- Low involvement -- Consumer Styles Inventory (CSI); Marketing -- Australasia -- Periodicals; Marketing -- Periodicals; 658.8480905
• DOI: 10.1016/j.ausmj.2015.01.001
• Languages: English
• ISSNs: 1441-3582

Abstract

Investigated are the decision-making styles of Australian consumers for everyday products. Specifically, the applicability of Sproles and Kendall's Consumer Styles Inventory (CSI) is examined in relation to the purchase of everyday products. Based on a sample of 214 respondents who had recently purchased a confectionery product, exploratory and confirmatory factor analysis is used to validate the CSI. Six decision-making styles are retained from the original CSI ('perfectionist, high quality', 'confused by over-choice', 'impulsive', 'habitual/brand loyal', 'novelty/fashion', and 'recreation conscious') and one new decision-making style is developed ('rational, price conscious'). Marketing and managerial implications are discussed.