篇名 | Consumer Decision-Making Styles of Indian Adolescents |
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卷期 | 11:4 |
作者 | Arpita Srivastava |
頁次 | 385-408 |
關鍵字 | Consumer Decision Making 、 CSI 、 Indian 、 Adolescents |
出刊日期 | 201512 |
DOI | 10.7903/cmr.14181 |
This study examines the consumer decision-making styles with respect to shopping behavior among Indian adolescents. Specifically, Sproles and Kendall’s Consumer Style Inventory was used to determine the various decision-making styles of the respondents. An initial sample of 250 school-going children completed the inventory, which was found to be unreliable. Further, a study was conducted on a sample of 283 students to develop a new scale using exploratory and confirmatory factor analysis. Six decision-making styles of the original scale, specifically, Price Consciousness, Brand Consciousness, Fashion Consciousness, Hedonistic Orientation, Habitual Orientation, and Impulse Driven, were retained but five new styles, i.e., Reference Group Orientation, Convenience Seeking, Bargain Seeking, Socially Desirable, and Information Seeking, emerged which were found to be unique to Indian shopping behavior. Additionally, the Perfectionist style from the original scale split into two factors, Perfection Seeking and Quality Seeking, in Indian adolescents.