Identification of Consumer Decision-making Styles of Youth in Shopping Malls

Abstract

Purpose The main purpose of this research article is to identify decision-making styles of Indian youth using consumer style inventory. Design/methodology/approach A survey was done on Indian youth to understand decision-making styles in shopping malls. A total sample of 223 youth was taken from two different universities of Punjab. Findings One of the key finding that consumer scale inventory (CSI) is not confirmed to Indian youth who like to go to shopping malls for recreation, and best value deals. Youth are mostly impulsive in nature. The research also revealed that they get confused by over choice hence they seek opinion before buying anything in shopping malls either by family members, friends or salesman. CSI scale has reliability and validity issues. Young India is more loyal towards brands and less loyal towards store. Practical implication This research will not only contribute in a theoretical literature but it will help stores in the shopping malls in many ways: (a) to customise their assortment according to the need of the consumer, (b) to position and advertise as per their targeted segment, (c) to make them understand what type of consumers are coming to their stores, (d) to understand the buying pattern of the young shoppers in the malls and (e) to frame strategies to improve the operational efficiency of their store.