Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/240163

Download PDF (Published version) (Adobe Acrobat PDF, -1 bytes)

Title

Australian consumers' automobile decision-making styles and an application of consumer styles inventory (CSI)

Author(s)

Nayeem, Tahmid;  Greenland, Steven J.

Abstract

The investigation of consumer decision-making styles has a long tradition in marketing and consumer behaviour research. The most commonly used measure of consumer decisionmaking styles is Sproles and Kendall's (1986) Consumer Styles Inventory (CSI). A major limitation of the CSI is that it measures general shopping orientation, with studies focusing on non-specific product types or low involvement purchases. However, not enough research has been done on consumer decision-making styles for high involvement purchases. This research investigates the decision-making styles, and compares high involvement consumers' decision-making styles with Sproles and Kendall's (1986) model. Based on a sample of 202 respondents from Australian automobile consumers, exploratory factor analysis was conducted on Sproles and Kendall's (1986) CSI adapted for automobile purchases. Results showed that only two factors (brand and habitual) of the original model were retained and some other factors such as investigation process; dealers, enjoyment; value within budget and innovation consciousness factor were also confirmed for high involvement decision-making styles. As such the validity of the CSI in the context of high involvement purchases can be known.

Publication type

Conference paper

Research centre

Swinburne University of Technology

Source

Proceedings of 'Sharing the cup of knowledge', the 2012 Australian and New Zealand Marketing Academy Conference (ANZMAC 2012), Adelaide, South Australia, Australia, 03-05 December 2012

Publication year

2012

Keyword(s)

Australia;  Automobile purchases;  Cars;  Consumer choice;  Consumer styles inventory;  Decision-making styles

Publisher

Australian and New Zealand Marketing Academy and Ehrenberg-Bass Institute for Marketing Science, Edith Cowan University

ISBN

9780646563305

Publisher URL

http://anzmac.info/conference/anzmac-2012-proceedings/

Copyright

Copyright © 2012 The authors. The published version is reproduced in accordance with the copyright policy of the publisher.

Full text

Peer reviewed