Year-end Sale % OFF 
Abstract
Fast changes in retailing and complex consumer decision-making processes have increased the need for additional investigation of differences and similarities in consumer decision-making styles (CDMS) in various countries. This paper tests the reliability and validity of Sproles and Kendall’s Consumer Style Inventory (CSI) instrument, identifies and compares CDMS in Croatia, Bosnia and Herzegovina and Macedonia (FYR). Data obtained from surveys conducted among university students in observed countries (n = 1.206) were analysed by using exploratory and confirmatory factor analyses and the analysis of variance (ANOVA). The results provided support for six factors, which means that the original US eight-model cannot be fully applied in this region. Croatian consumers are the least brand-conscious and novelty-fashion conscious. Macedonian consumers are the most quality-conscious, brand-conscious, novelty-fashion conscious, recreational shopping conscious and brand-loyal, while Bosnian consumers are the most confused by overchoice. The traits of price consciousness and impulsiveness were not tested because of lack of reliability among items. The paper provides guidelines for marketers on how to position and more effectively advertise their products and services in analysed countries.
Highlights
Profiling consumers’ decision-making styles (CDMS) has been the focus of past research for decades and nowadays it is even more important than in the past
Exploratory factor analysis (EFA) was performed on 40 original Consumer Style Inventory (CSI) items (Sproles & Kendall, 1986) using the first half of the data to check the dimensionality of the constructs
The results indicate that the original US eight-factor model could not be fully applied in this dataset, which includes university students in one medium-developed country (Croatia) and two developing countries (Bosnia and Herzegovina and Macedonia)
Summary
Profiling consumers’ decision-making styles (CDMS) has been the focus of past research for decades and nowadays it is even more important than in the past. The process of globalisation has dramatically changed retail practices and consumer behaviour. Consumers are exposed to the influx of information and to a great variety of retail stores, goods, brands and services, which makes CDMS more complicated (Lysonski, Durvasula, & Zotos, 1996). Despite the convergence in retail practices, technology and institutional frameworks among. Countries, consumer behaviour is still heterogeneous due to cultural and income differences among countries (de Mooij & Hofstede, 2002). In order to be successful, companies should carefully analyse consumers’ characteristics and their motivations and adjust marketing activities to the specifics of each culture (Leng & Botelho, 2010)
Sign-in/Register to view highlights & summary 
Published Version (
Free)
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.
