Consumer Style Inventory Research Articles

Consumer style inventory (CSI) re-examined: The case of millennial decision-making style in a developing market

This study investigates the buying styles of young consumers, especially the millennials—Gen Y, and Gen Z whose idiosyncrasies and consumption peculiarities are quite different from the older generations. Besides Sproles and Kendall’s eight (8) consumer-style inventory dimensions, this study presents new dimensions and develops six constructs that define young consumers’ decision-style inventory in a developing market. The study population consisted of all younger consumers—Gen Y, and Gen Z in Lagos State, Nigeria. One hundred and twenty-five (125) respondents were selected randomly across all 20 Local Governments in Lagos State, Nigeria. Factor analyses through varimax rotation, latent root criterion (eigenvalue = 1), screen plot test and the percentage of variance were conducted to determine the significant factors to retain among the variables. The findings clearly showed that newly developed CSI constructs in this study (sexiness, trendiness, global branding, smartness, socialisation and entertainment) were strong and significant among young consumers’ decision-making styles. The six (6) constructs developed showed that the younger consumers’ consumption styles are evolving, becoming sophisticated and relatively dynamic, hence the reliance on Sproles and Kendall’s dimensions to measure the younger consumers’ consumption decision styles will be inadequate in business/behaviour strategy development. The dimensions of entertainment, sexy, social, trendy, smartness and global branding variables are mostly underpinned and dominate considerations in purchase decision styles and behaviours among young consumers.

Consumer Style Inventory (CSI) Revisited: The case of Millennial Decision-making Style in a Developing Market

Consumer Style Inventory (CSI) Revisited: The case of Millennial Decision-making Style in a Developing Market

Developing a Typology of Heritage Site Visitors: A Consumer Styles Inventory Approach

Abstract The purpose of this paper is to examine the behaviour of heritage site visitors using a consumer decision-making styles framework and to identify different groups of visitors based on their behavioural patterns and criteria when selecting a heritage site. To investigate the behaviour of heritage site visitors and identify different groups, an empirical research was conducted. Data were collected from 332 respondents and analysed using descriptive statistics, exploratory and confirmatory factor analysis, Cronbach’s alpha coefficient, and k-means cluster analysis. The current study found that seven out of eight consumer decision-making styles related to visiting heritage sites were identified. In addition, k-means cluster analysis revealed that respondents could be classified into three clusters based on their consumer decision-making styles. These findings have important implications for the marketing strategies of heritage sites. At the end of the paper, implications are discussed and recommendations for future research are suggested.

Executing marketing through a gender lens: a consumer purchase decision-making study in an emerging economy

PurposeWith rapidly changing marketing landscape, nowadays, the formulation of various marketing strategies is increasingly focused on how consumers tend to make decisions. To meet the highly demanding consumer expectations, market segmentation can be used as an important marketing strategy. Due to gender marketing concept familiarity in the contemporary world, gender difference is one of the reference features in the process of market segmentation for marketers. This research is aimed to examine various determining factors that foster consumer purchase decision-making and the differences between consumers of different genders while making shopping and purchase decisions with special reference to an emerging economy, i.e. Pakistan.Design/methodology/approachBased on a cross-sectional sample of 367 consumers, the study adapted Sproles and Kendall's (1986) Consumer Style Inventory (CSI) to scrutinize the decision-making of both genders in Pakistan. For data analysis, the exploratory and confirmatory factor analysis in addition to the structural equation modeling has been used.FindingsThe study emphasized that, with the exception of quality awareness, brand consciousness, fashion consciousness, option overload and price consciousness greatly affect buying decisions. In addition, when it comes to consumer purchase decision-making, significant gender variations were discovered for both fashion consciousness and price consciousness.Originality/valueDrawing upon the distinctive cultural characteristics of Pakistan and its people, in-depth research was conducted on purchasing behaviors of Pakistani consumers and the decision-making characteristics of customers of different genders were summarized. The outcomes are expected to make a significant contribution to the field of gender marketing by organizations.

Purchases Decision Making Inventory: Measurement Validation in Indonesia

The empirical limitations of the Consumer Styles Inventory (CSI) render the formation of dimensions from this measuring tool-less relevant. Scholars have attempted developing Purchase Decision Making Inventory (PDMI) measuring tool to answer cognitive and emotional processes in decision-making. This research examined the validity of the internal structure of the purchasing decision-making inventory (PDMI) measuring device in the Indonesian context. PDMI has two main dimensions, namely emotional and reasoned. The emotional dimension has five sub-dimensions: impulsivity, indebtedness, negative emotions, frustration, and hedonism. The reasoned dimension has three sub-dimensions: saving, reasoning, and information seeking. The main dimensions explain the differences in cognitive and affective processes that occur in consumers when making decisions. The internal structure of PDMI was evaluated using Confirmatory Factor Analysis (CFA) and reliability analysis. The population of this study was Indonesian people aged 18-25 years (M = 20.3 years, SD = 1.55). The sample in this study was 588. The results of the CFA analysis showed that the results fit the data. The model accuracy indices used are the comparative fit index (CFI), Tucker-Lewis index (TLI), and root mean square error of approximation (RMSEA). The CFI value is 0.932, the TLI value is 0.921, and the RMSEA is 0.046. The results of this research are supported by the reliability results of each sub-dimension and the primary dimension of the PDMI measuring instrument, which has a Cronbach's alpha value ≥ 0.6 with a corrected item-total correlation (CITC) ≥ 0.3 which can be concluded that the PDMI measuring device is valid based on internal structure and reliable evidence sources.

Elucidating the role of consumer decision making style on consumers’ purchase intention: The mediating role of emotional advertising using PLS-SEM

The whole purpose of the present research was to advance the comprehension of the mediating effect of emotional advertising on consumer decision-making style and purchase intention. A conceptual framework showing linkages among variables, based on past literature was made which is tested with Partial Least Squares (PLS) procedure on data acquired through a survey based on the structured questionnaire that yielded 525 respondents across India. For stimulation purposes, we selected the ten most watched advertisements on YouTube in India in a month. It was found that customer style inventory (CSI) influences purchase decisions. It was also found that customers’ responses towards emotional advertising and the attitude that develop through that are mediating consumer decision-making style and purchase intention. More research is required to find the degree of influence on each consumer's decision-making style through emotional advertising. It is also necessary to conduct research separately across different industries. The findings propose that the relationship between consumer style inventory (CSI) is seen to influence purchasing intention. Further, their response toward emotional advertising and the consequent attitude that develops mediate their consumer decision-making style and purchase intention (PI) can be influenced and mold the attitude of consumers by using emotions in advertising. Moreover, the effect of response towards emotional advertising is the same in both utilitarian and hedonic products which implies, that if a customer is going to respond positively towards emotional advertisement, he will have a positive attitude towards the brand and will show purchase intention. This research study is the first written endeavor to use PLS to test the linkages and mediation effect between CSI and PI.

Resale as sustainable social innovation: understanding shifts in consumer decision-making and shopping orientations for high-end secondhand clothing

Purpose The purpose of this study is to draw from sustainable social innovation theory and the Consumer styles inventory (CSI) instrument to examine secondhand clothing consumption habits for Russia. The secondhand market is the logical outcome of efforts to adopt resale as a facet of sustainable social innovation, with which to drive sustainable decision-making and socially responsible marketing in the secondhand high-end clothing market. Resale represents the cornerstone of business model innovation (BMi) for the retail sector, offering substantial opportunities for retailers who understand changes in consumption behaviour. More cost-effective and arguably greener, the sale of secondhand clothing is expected to be double the volume of fast fashion by 2030 but it remains an understudied field of research in the literature relating to the fashion industry. Design/methodology/approach Hypotheses are developed from the existing literature. Survey methodology is used to collect data from 250 Russian consumers in the city of Petersburg. The objective is to test the veracity of CSI shopper orientations, focusing on nascent motivations for high-end branded secondhand clothing, to examine sustainable social innovation and resale in an emerging market. Findings Four new shopping orientations are identified. Based on the empirical data, the authors suggest that five (out of the original eight CSI shopping orientations) are of internal statistical relevance, and that our new orientations are relevant for not only this market, but for neighbouring Eastern European countries too. The findings reflect postmodern evolution in behavioural motivations for Russian consumers, that can inform retail strategy in terms of BMi consumer for harnessing opportunities offered by sustainable social innovation and resale. Originality/value Whilst the CSI has been widely used, research for Eastern Europe is limited. Understanding the shopping orientations for sustainable alternatives to newly produced clothing has theoretical and practical implications for improving circularity, post-war entry strategies and countries facing economic downturn. This study contributes novel insights by examining consumer decision-making and shopping orientations in an emerging market.

Brand Consciousness, Social Comparison and Materialism amongst Teenagers

The primary goal of the present study was to examine brand consciousness, social comparison, and materialism among teenagers. three instruments are used. (1) Consumer style inventory by Sporel & Kendall (1986), (2) social comparison orientation developed by Gibbons & Buunk (1999), and (3) Materialism scale: developed by Richins and Dawson (1992). The sample of the current study contains (N=200). SPSS was used for the analysis of data. Descriptive statistics will be calculated to assess the mean, standard deviation, and frequencies of the variable. Pearson product-moment correlation will use to find the relationship between Brand Consciousness, Social Comparison, and Materialism. Hierarchal Regression analysis will be used to find out the prediction. There is a statistically significant positive relationship between Brand Consciousness and Materialism. There is a significant positive relationship between social comparison and materialism. Brand Consciousness positively predicts materialism in teenagers. And social comparison positively predicts materialism amongst teenagers. The study will be beneficial to understand Brand Consciousness, Social Comparison, and Materialism, this study will guide us on how we improved our life without materialistic or branded products. This study will help psychologists to make social intervention techniques for helping people using social comparison in a worthy way.

MALE AND FEMALE CONSUMER DECISION-MAKING STYLES

Gender plays a significant role in influencing an individual's purchasing decisions all the time in Bangladesh, as it does in virtually every other culture or region. This study was carried out with the intention of determining whether male or female decision-making styles differ in any way. The Consumer Style Inventory (CSI) approaches were used to set the questionnaire in order to collect data from 133 people in Chattogram, Bangladesh. With its 37 items and eight factors, the CSI has been used to identify consumer decision-making styles. The data have been analyzed, and it has been determined that there is no significant difference between male and female decision-making styles. Due to the fact that this study focuses solely on the city of Chattogram, additional culturally diverse cities or nations can be included in future studies.

Characterizing Young Consumer Online Shopping Style: Indonesian Evidence

Young people make up the majority of online shoppers in Indonesia. The objectives of this study are to characterize the consumer decision-making styles of young internet users and to create a profile of their online shopping styles. A quantitative research approach was used to accomplish the research objectives. The primary data for the study were gathered by sending questionnaires via social media to consumers from Generation Z and millennials who buy goods through e-commerce in Indonesia; 400 people responded. The survey questions were based on the consumer style inventory (CSI). Seven characteristics of Indonesian young consumers’ online shopping styles are identified through factor analysis. According to the findings of this study, young consumers have a hedonic online shopping style in which they prefer high-quality products, seek entertainment when shopping, and are impulsive. Young consumers are obsessed with novelty and branded goods. They frequently have difficulty selecting online stores and products, but they are loyal to specific stores and brands. This study fills the gap by providing a more detailed understanding of the online shopping styles, with the implications of considering shopping styles when promoting the products and designing the user interface and user experience of an e-commerce store.

TÜKETİCİ YENİLİKÇİLİĞİ VE SATIN ALMA TARZLARI ARASINDAKİ İLİŞKİLERİN BELİRLENMESİ ÜZERİNE BİR ARAŞTIRMA

The success of businesses that offer new products to the market is possible by appealing to consumers who can adapt and use these innovations. Innovative consumers adopted innovations faster than other consumers can be considered a target market for these businesses. To reach innovators and respond to their needs, it is necessary to examine how they behave. Consumers’ shopping style is one of the variables considered to evaluate their behavior. Therefore, businesses targeting innovative consumers can develop successful marketing strategies by determining their shopping styles. From this point of view, this research is aimed to determine the relationships between the innovativeness of consumers and their shopping styles. For this purpose, the study was conducted in Giresun. Based on the results, various suggestions were offered for researchers and practitioners. University students were preferred in the sample selection by considering both the Consumer Style Inventory (CSI), which was developed to quantify shopping styles, and the studies in the literature. The data obtained from 386 students at Giresun University were collected using a survey and analyzed via SPSS 23.0 statistical program. Factor and correlation analysis were used to analyze the data. The study findings indicated that there were significant relationships between cognitive innovativeness and quality and price consciousness in shopping styles. There were also substantial relationships between sensory innovativeness and fashion consciousness and impulsiveness in shopping styles. Accordingly, cognitive innovators consider the products’ price and quality at shopping whereas sensory innovators pay attention to the products’ trendiness and do unplanned buying.

Cross-Cultural study of decision-making styles for contemporary young consumers

ABSTRACT This study addressed the cross-cultural applicability and tested the generalizability of the Consumer Styles Inventory (CSI) for profiling contemporary young consumers in the U.S. and South Korea. Online surveys were used to collect 411 American and 680 South Korean female responses from various universities in both countries, respectively. Using a cross-validation approach, this study revealed a seven-factor model for U.S. consumers and a five-factor model for South Korean consumers differed from the original Sproles and Kendall’s eight-factor model, suggesting a substantial modification to profile Decision-making Styles (DMS) of today’s global consumers. Findings are limited to young female consumers in both countries. The similarities and differences found between these two countries can provide helpful insights to apparel professionals targeting global consumers. The findings contribute a new way of profiling today’s young fashion consumers by modifying existing CSI that have been used for more than 30 years.

Individual and psychological features of consumer decision-making strategy

Introduction. Today, consumer behavior models and strategies are a complex phenomenon that requires study and justification of its psychological characteristics to create effective brand communication with customers in the consumer market. Aim: to analyze the results of the empirical study of individual and psychological characteristics (personality traits, level of self-monitoring, personal values) of consumer decision-making in modern socio-economic conditions. Methods. Schwartz's ValueI nventory, the Big Five Questionnaire (BFQ), the Consumer Style Inventory (CSI) Questionnaire, Sproulsand Kendall. Results. Based on regression analysis, the article has shown how values, self-monitoring and personality traits ("Big Five") influence consumer decision-making strategies: "Perfectionism", "Price equals quality", "Consumption of novelties", "Hedonistic consumption", "Impulsive consumption", "Cost minimization", "Regular consumption", based on this analysis, it is possible to identify clusters (types) of consumers and features of their consumer behavior. Conclusions. The article presents and analyzes the results of empirical study of individual psychological characteristics of consumer decision-making strategies, defines how values, personal characteristics and the level of self-monitoring determine these strategies.

Revisiting Sproles and Kendall’s Consumer Styles Inventory (CSI) in the 21st Century: A Case of Australian Consumers Decision-Making Styles in the Context of High and Low-Involvement Purchases

There has been considerable research on the investigation of Consumer Decision-Making Styles (CDMS). However, research designs suggested to date mainly replicate the original study by Sproles and Kendall (1986) proposing eight mental characteristics, the Consumer Styles Inventory (CSI). The research aims to develop this approach further and apply the CSI to different product involvement (e.g., high and low) and compare the relationship between product involvement and consumer decision-making styles. Data were collected from 208 Australian respondents using a self-administered questionnaire. Exploratory and confirmatory factor analysis was conducted on the CSI adapted for high and low involvement purchases. The generalisability of the CSI was tested within this context. Results found significant differences between the two product categories and demonstrated a relationship between products and CDMS and that CDMS are governed by consumers’ perceived product involvement. Furthermore, the original CSI can still be a valuable measure to low involvement purchases; however, it is questionable and requires further modification in relation to high involvement purchases. For instance, the addition of new factors such as “environmental sustainability”, “innovation consciousness”, “corporate social responsibility”, etc. with the original scale would help understand CDMS effectively. The findings of this research will expand the scientific literature on the relationship between product involvement and CDMS. Knowing that Australians are ‘rational’ and ‘quality conscious’ buyers, managers can employ CDMS to analyse consumers’ needs and develop segmented marketing messages and strategies.

Apparel shopping styles of Ghanaian female young adults

PurposeThe purpose of the study was to identify the apparel shopping styles of Ghanaian female young adults and to assess the applicability of the consumer styles inventory (CSI) within the Ghanaian context.Design/methodology/approachA multistage random sampling technique was used to select 405 Ghanaian female undergraduate students aged 18–25 years from the University of Ghana. The CSI was used to collect data and these were analyzed using principal component analysis.FindingsThe results showed that the subjects adopted multiple shopping styles when scouting for stores and selecting apparel for managing their appearance. Seven of the CSI dimensions were confirmed (perfectionism, brand consciousness, novelty-fashion consciousness, confused by over-choice, impulsive carelessness, recreational hedonism and habitual brand loyalty). A new shopping style, indifference shopping orientation was identified.Practical implicationsMarket segmentation, product development and marketing strategies should be tailored to the shopping styles of female young consumers in Ghana.Originality/valueThis study, for the first time, uses the consumer characteristic approach and the CSI to identify the apparel decision-making styles of young adult female Ghanaians. This fulfils the need for the study of shopping styles, which is vital for producers and marketers to enable them to make informed decisions to meet specific needs and expectations of these cohorts of consumers.

Decision Making Styles of Sri Lankan Millennial: Are They Different?

At present consumer decision making is more complex and difficult but far more vitally in it is important than the past as the consumers today are thorough consumers. Therefore, consumer decision-making styles have become one of the most popular and interesting areas of research in the marketing and behavioral sciences of academia. Besides, in the modern marketing era, Millennial has become one of the major interesting research subject due to their unique characteristics. Therefore, the aim of this study is to develop a more rigorous understanding of the Sri Lankan millennial decision-making styles. The research philosophy of the current study is a positivist research paradigm and follows a deductive approach and survey strategy. Convenience sampling technique was used to draw the sample and the sample size was 385. The study extracted seven factors from the original Consumer Styles Inventory (CSI) scale through an exploratory factor analysis and found that Sri Lankan millennial has seven decision making styles namely Perfectionist Conscious, Habitual & Brand Loyal Conscious, Novelty Fashion Conscious, Brand Conscious, Hedonistic & Recreational Conscious, Confused by over choice and Impulsive Consumer. Further it revealed Price - conscious decision - making style did not appear among the Sri Lankan Millennial where Sri Lankan millennial are highly perfectionist conscious consumers. Based on the findings, study proposes several theoretical and practical implications along with direction for the future research.

Egészségvédő élelmiszerek iránti attitűdök a táplálkozás és a fizikai aktivitás vonatkozásában

In our research, the aim was to examine consumer attitudes related to health foods, and these were analyzed in terms of physical activity and diet. Our studies were carried out in three stages. First, a netnographic analysis (a study of social interactions in the contemporary digital communication environment – Editor) was performed with data recorded in a search engine on the one hand and with the content analysis of posts and comments made in groups of publicly available social media sites on the other hand. The interest and its changes of consumers present in the online space were detected in the common subset of health-conscious eating and physical activity. While the number of hits shows a variable rate growth from year to year, the contetns are concentrated in relatively stable groups. Based on this, four main topics can be distinguished in the online space in the common subset of healthy eating and exercise: Training plans with recipes, Requests for recommendations, Providing advice, Motivational examples. During teh second stage of our research, focus group interviews were conducted. The impact of regular exercise on the purchase and consumption of health foods was examined, and also the implications of this in developing and maintaining a diet perceived to be healthier by the consumers. 7 people were included in each study, based on preliminary criteria. The differentiating factor in joining the groups was the performance of regular physical activity, so an active and a passive group was formed. The identification of differences and characteristics was fundamental to the design of our quantitative research. During the third stage of our research, we were the first in Hungary to adapt the Consumer Style Inventory (CSI)1 test for health foods, the final version of which contains 25 items. In adition, differences in the way people transition to a healthy diet were examined. Based on the Eurobarometer survey, statements related to physical activity and sedentary lifestyle were formulated, which were classified as background variables in the analysis. The survey includes a gender-representative sample of 300 people. In our exploratory research, attitudes appearing in CSI were identified by principal component analysis, and then groups were formed by K-means cluster analysis. Based on this, four homogeneous consumer groups were identified in terms of attitudes towards health foods: Uninterested, Health-oriented, Variety seekers, Uncertain brand choosers. Our results show that a sedentary lifestyle has no effect, while a diet considered healthy, as well as the regularity and duration of physical activity have significant effects on attitudes toward health foods.

Extending the Consumer Style Inventory to Define Consumer Typologies for Secondhand Clothing Consumption in Poland

Purpose: This paper tests the generalizability and veracity of an extended version of the original consumer styles inventory (CSI) framework for an under examined context, secondhand clothing consumption in Poland. Design/Methodology/Approach: From the extant literature on retail fashion consumption in Poland, the CSI framework is newly extended to include four additional ‘styles’ for secondhand clothing, with four respective hypotheses formulated to test. A total of 509 questionnaires were commissioned by the Brand Experience Research Agency in Poland in July 2016. The target sample comprised a mixed sample almost evenly distributed between female (52.7% - 268 responses) and male (47.3% - 241 responses) participants. A representative sample of consumers geographically, with a majority living in cities across Poland between 50.000 and 500.000 inhabitants, was accessed. Findings: The results confirm that the original CSI framework is partially accepted within the Polish market, with overall results supporting a modified version of the inventory. The reported results highlight that there are some distinct cultural differences when applying the Consumer Styles Inventory in Poland, an overall finding that is synonymous with other international CSI studies. It can be concluded that consumers in emerging markets are to some extent different to those in developed markets, due to a variety of social as well as cultural and economic factors. Practical Implications: For Polish consumers, the purchase of secondhand garments appears to be a reflection, to follow shortcuts to pursue Western European patterns, where clothing is a form of resistance to purchasing newly produced mainstream fashion. Originality/Value: This research newly extends the CSI framework to incorporate additional shopper styles for Polish consumers. Furthermore, this study contributes to the body of research within the CSI remit by adding results for an additional country, which has been examined rarely before.

Validation of Consumer Styles Inventory for consumer decision making styles

AbstractThe Consumer Styles Inventory (CSI) developed by Sproles and Kendall, Journal of Consumer Affairs, 1986, 20: 267–279, is one of the most widely used instruments to classify consumers by their decision making styles. With changes in consumption culture attributable to the coexistence of global and local consumer culture in the past few decades, it is essential to reaffirm that the CSI measurement instrument is valid for contemporary consumers and can be applied in various contexts. This study, therefore, aimed to present a set of CSI validation procedures using contemporaneous participants and targeting two groups of participants in the United States. Two sets of exploratory factor analysis using the main data set (n = 390) were performed and confirmatory factor analysis was applied to the main data set and the cross‐validation data set (n = 172). Results from both the exploratory factor and confirmatory factor analyses seem to validate the eight underlying consumer characteristics of CSI.

Influence of culture on purchase decision: Integrative models development of amusement park customers

Abstract The current study developed and examined integrative models to analyze the influence of national culture on purchase decision attributes (PDAs) between American and Chinese amusement park customers using the consumer style inventory (CSI), attributes of purchase decisions, and cultural dimensions. Exploratory and confirmatory factor analyses confirmed the dimensions (i.e., cultural dimensions and PDAs); the prevalent estimate of error covariance; the validity of the integrative models and the group invariance; and the effects among the latent variables. Structural equation modeling suggested significant impacts of power distance (PD), uncertainty avoidance (UA) and long-term orientation (ORI) on PDAs. The group invariance model analysis showed significantly more positive impacts of PD and ORI on PDAs among Chinese amusement park customers. Theoretical and managerial implications such as insignificance of individualism/ collectivism, perception of price appropriateness, niche markets development for American customers, and more diverse products and service packages for Chinese customers, are discussed.