Consumer Decision-Making Styles of Indian Adolescents

Abstract

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. Keywords: Consumer Decision Making, CSI, Indian, Adolescents To cite this document: Sumit Pillai and Arpita Srivastava, "Consumer Decision-Making Styles of Indian Adolescents", Contemporary Management Research, Vol.11, No.4, pp. 385-408, 2015. #Correction of Authorship by Authors' Request This paper was submitted to CMR in October 21, 2014. This manuscript was subject to editorial review and was held to be suitable for publication after revision, and was published in CMR Vol. 11, No. 4 (December 2015). In April 2017, Sumit Pillai and Arpita Srivastava had submitted a request for correction of authorship, asking that Sumit Pillai should be added to the paper as first author and Arpita Srivastava should be the second author. After email communication, both two authors (Sumit Pillai and Arpita Srivastava) confirmed that they agreed the change in authorship. Permanent link to this document: http://dx.doi.org/10.7903/cmr.14181