Abstract
Consumer decision-making has been examined extensively by both marketers and researchers. This examination is not only instrumental in identifying market challenges and opportunities but also in strategizing to address these profitably. This particular study aims to fill such a research void by exploring and analysing the factors that contribute to understanding consumer decision-making styles, specifically in the context of online apparel shopping among Indian Generation Y consumers. A sample of 335 Generation Y consumers was surveyed, and exploratory factor analysis was carried out using SPSS 26 to identify the dominant decision-making styles. Following this, confirmatory factor analysis was performed using SPSS AMOS to validate the existence of the model. The outcomes of this study indicate that the decision-making styles of Generation Y are significantly influenced by multiple factors including website quality consciousness, hedonic and incentive motivations, societal and external circumstances, as well as novelty orientation and impulsiveness.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
