Abstract
The purpose of this exploratory study was to investigate the consumer decision-making styles of young-adults in Malaysia. Exploratory factor analysis was conducted to determine the dimensions considered by young-adults in their transactions in the market. Seven reliable factors and their corresponding decision-making styles were identified: Novelty, Brand Conscious Consumer; Perfectionistic, High-Quality Conscious Consumer; Confused by Overchoice; Recreational, Hedonistic Consumer; Impulsive, Careless Consumer; Variety-Seeking and Habitual, Brand-Loyal. Comparison was made with other studies to identify differences and similarities of consumer style factor structures across different countries.
Highlights
Young-adult consumers provide an interesting topic for the consumer research for at least four reasons (Grant and Waite, 2003)
The reliability analysis shows that factor 8 cannot be considered a reliable factor in the identification of decision-making styles of young Malaysian consumers (Alpha < 0.4)
This study investigates the applicability of the Consumer Style Inventory (CSI) to the Malaysian culture by examining its factor structure, validity and reliability
Summary
Young-adult consumers provide an interesting topic for the consumer research for at least four reasons (Grant and Waite, 2003). At the period of transition from adolescence to early adulthood, the young people seek to establish their own individual personas and form behaviour patterns, attitudes, and values, their own consumption patterns. They make purchases to define themselves and to create an identity of their own making (Holbrook and Schindler, 1989). Young people are able to influence the purchase and decision-making of others (Grant and Waite, 2003). From a marketing perspective, young adults are recognised as a specialised market segment that forms a powerful consumer spending group in their own way (Moschis, 1987; Grant and Waite, 2003)
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