Abstract
This study investigates the relationship between individualism-collectivism and consumer decision-makingstyles applied to the purchase of automobiles. An adapted version of the widely used Consumer Styles Inventory(Sproles & Kendall, 1986) was used to measure consumer decision-making styles. Based on a sample of 202respondents from Australian individualist and collectivist backgrounds, exploratory and confirmatory factoranalysis were conducted on Sproles and Kendall’s (1986) CSI adapted for high involvement purchases. Meandifferences between the two cultural backgrounds were assessed via MANCOVA. Results indicated thatindividualists and collectivists significantly differed on ‘brand conscious’ and ‘confused by overchoice’ decisionmaking styles, with collectivists scoring significantly higher. There were no differences in the perfectionist, highquality conscious; price conscious and habitual/brand loyal decision-making styles. The paper also discusseshow automobile companies could develop suitable marketing strategies for individualist and collectivistconsumers in Australia.
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