Australian consumers' decision-making styles for everyday products

Tahmid Nayeem, Riza Casidy

Research output: Contribution to journalArticle

9 Citations (Scopus)

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. ©
Original languageEnglish
Pages (from-to)67-74
Number of pages8
JournalAustralasian Marketing Journal
Volume23
Issue number1
DOIs
Publication statusPublished - Feb 2015

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