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Understanding the Female Consumers’ Decision Making Styles

Year 2008, Volume: 9 Issue: 2, 167 - 185, 01.06.2008

Abstract

Understanding consumer decision making styles is vital for companies in developing the appropriate marketing strategies to best satisfy their target groups. Many studies have been conducted on the issue using the Consumer Styles Inventory (CSI) in different cultural settings conducted mostly on student samples. This study aims to test the transferability of the CSI to the Cypriot context through working with a sample drawn from adult female consumers living in the northern part of the island. Out of the eight consumer decision traits identified, three of them (Perfectionist- high quality seeking consumer, Confused by over choice consumer, Brand conscious consumer) are the same with the ones in the Sproles and Kendal (1986) study. Three of the traits identified (Time-energy conserving impulsive consumer, Careful, value for money consumer and Brand-store loyal consumer) have low reliabilities indicating that these traits cannot be accepted as reliable and need further refinement. Thus, the CSI’s generalizability across cultures has received limited support from the current study.

References

  • Albaum, G. & Peterson, R.A. (1984). Empirical Research in International Marketing 1976-1982. Journal of International Business Studies, 15, 161-173.
  • Bakewell, C. & Mitchell, V.W. (2003). Generation Y Female Consumer Decision-Making Styles. International Journal of Retail and Distribution Management, 31(2), 95-106.
  • Bakewell, C. & Mitchell, V.W. (2004). Male Consumer Decision-Making Styles. International Review of Retail, Distribution and Consumer Research, 14(2), 223-240.
  • Buttle, F. (1992). Shopping Motives Constructionist Perspective. The Services Industry Journal, 12(3), 349-367.
  • Campbell, C. (1997). Shopping Pleasure and the Sex War. P. Falk and C. Campbell, (Eds.), The Shopping Experience. London: Sage.
  • Darden, W.R. & Ashton, D. (1974). Psychographic Profiles of Patronage Preference Groups. Journal of Retailing, 50, Winter, 99-112.
  • De Mooij, M. (2000). The Future is Predictable for International Marketers: Converging Incomes Lead to Diverging Consumer Behaviour. International Marketing Review, 17(2), 103-113.
  • Dholakia, R.R. (1999). Going Shopping: Key Determinants of Shopping Behaviours and Motivations. International Journal of Retail and Distribution, 27(4), 154-165.
  • Durvasula, S., Lysonski, S. & Andrews, J.C. (1993). Cross-Cultural Generalizability of a Scale for Profiling Consumers’ Decision Making Styles. The Journal of Consumer Affairs, 27(1), 55-65.
  • Falk, P. & Campbell, C. (1997). The Shopping Experience. London: Sage.
  • Fan, J.X. & Xiao, J.J. (1998). Consumer Decision Making Styles of Young Adult Chinese. The Journal of Consumer Affairs, 32(2), 275-293.
  • Gordon, M.E., Slade, L.A. & Schmitt, N. (1986). Science of the Sophomore Revisited: From Conjecture to Empiricism. Academy of Management Review, 11(1), 91-107.
  • Hafstrom, J.L., Chae, J.S. & Chae, Y.S. (1992). Consumer Decision- Making Styles: Comparison between United States and Korean Young Consumers. The Journal of Consumers Affairs, 26(1), 146- 158.
  • Hiu, A.S., Siu, N.Y.M., Wang, C.C. & Chang, L.M.K. (2001). An Investigation of Decision -Making Styles of Consumers in China. The Journal of Consumer Affairs, 35(2), 326- 345.
  • Howe, W.S., Jürgens, U. & Harwy, H. (1998). Comparative Structure and Development of Retailing in the United Kingdom and Germany 1980-92. The International Review of Retail, Distribution and Consumer Research, 8 January, 79-99.
  • Hui, C.H. & Triandis, H.C. (1985). Measurement in Cross-Cultural Psychology: A Review and Comparison of Strategies. Journal of Cross-Cultural Psychology, 16, June, 131-152.
  • Irvine, S.H. & Carroll, W.K. (1980). Testing and Assessment across Cultures: Issues in Methodology and Theory. In H.C. Triandis and J.W. Berry (Eds.), Handbook of Cross-Cultural Psychology, 2, (pp.127-180). Boston, MA: Allyn and Bacon, Inc.
  • Jonsen-Verbeke, M. (1987). Women, Shopping and Leisure. Leisure Studies, 6, 71-86.
  • Kavas, A. & Yeşilada, F. (2007). Decision Making Styles of Young Turkish Consumers. European Journal of Economics, Finance and Administrative Sciences, 9, November, 73-85.
  • Kibris, Daily Newspaper, ‘Halkimizin Guneyi Tercih Nedeni Kalite Ve Cesitlilik’, 11 Jan.2008, 3
  • Lastovicka, J.L. (1982). On The Validation of Lifestyle Traits: A Review and Illustration. Journal of Marketing Research, 19, February, 126- 138.
  • Lee, C. & Green, R.T. (1991). Cross-Cultural Examination of the Fishbein Behavioural Intentions Model. Journal of International Business Studies, 22, 289-305.
  • Leo, C., Bennett, R. & Hartel, C.E.J. (2005). Cross-Cultural Differences in Consumer Decision-Making Styles. Cross Cultural Management, 12(3), 32-62.
  • Lysonksi, S., Durvasula, S. & Zotos, Y. (1996). Consumer Decision- Making Styles: A Multi-Country Investigation. European Journal of Marketing, 30(129), 10-21.
  • Mitchell, V.W. & Bates, L. (1998). UK Consumer Decision Making Styles. Journal of Marketing Management, 14, 199-225.
  • Mitchell, V.W. & Walsh, G. (2004). Gender Differences in German Consumer Decision-Making Styles. Journal of Consumer Behavior, 3(4), 331-346.
  • Moschis, G.P. (1976). Shopping Orientations and Consumer Uses of Information. Journal of Retailing, 52, Summer, 61-70.
  • Otnes, C. & McGrath, M.A. (2000). Perceptions and Realities of Male Shopping Behaviour. Journal of Retailing, 77, 111-137.
  • Rosental, R. & Rosnow, R.L. (1986). Essentials of Behavioral Research: Methods and Data Analysis. New York: McGraw Hill.
  • Samiee, S. & Jeong, I. (1994). Cross-Cultural Research in Advertising: An Assessment of Methodologies. Journal of the Academy of Marketing Science, 22(3), 205-217.
  • Shiffman, L.G. & Kanuk, L.L. (2007). Consumer Behavior, 9th Edition, Upper Saddle River, NJ: Prentice-Hall.
  • State Planning Organization (SPO) TRNC, “2006 Workforce Results”. Retrieved November 15, 2008 from the World Wide Web: http://www.devplan.org/Isgucu/2006.pdf
  • Sproles, G. (1985). From Perfectionism to Faddism: Measuring Consumers’ Decision-Making Styles. Proceedings, American Council on Consumer Interests, 79-85.
  • Sproles, G. & Kendall, E. (1986). A Methodology for Profiling Consumers’ Decision-Making Styles. The Journal of Consumer Affairs, 20(2), 267-279.
  • Sproles, G. & Sproles, K.E. (1990). Consumer Decision-Making Styles as a Function of Individual Learning Styles. The Journal of Consumer Affairs, 24(1), 134-147.
  • Ünal, S. & Erciş, A. (2006). Tüketicilerin Kişisel Değerlerinin Satın Alma Tarzları Üzerindeki Etkisi. Ticaret ve Turizm Eğitim Fakültesi Dergisi, 1, 23-45.
  • Walsh, G., Henning-Thurau, T., Mitchell, V.W. & Wiedman, K.P. (2001a). Consumers’ Decision Making Style As A Basis For Market Segmentation. Journal of Targeting, Measurement and Analysis for Marketing, 10, 117-131.
  • Walsh, G., Mitchell, V.W. & Henning-Thurau, T. (2001b). German Consumer Decision Making Styles. The Journal of Consumer Affairs, 35(19), 73-95.

Understanding the Female Consumers’ Decision Making Styles

Year 2008, Volume: 9 Issue: 2, 167 - 185, 01.06.2008

Abstract

Understanding consumer decision making styles is vital for companies in developing the appropriate marketing strategies to best satisfy their target groups. Many studies have been conducted on the issue using the Consumer Styles Inventory (CSI) in different cultural settings conducted mostly on student samples. This study aims to test the transferability of the CSI to the Cypriot context through working with a sample drawn from adult female consumers living in the northern part of the island. Out of the eight consumer decision traits identified, three of them (Perfectionist- high quality seeking consumer, Confused by over choice consumer, Brand conscious consumer) are the same with the ones in the Sproles and Kendal (1986) study. Three of the traits identified (Time-energy conserving impulsive consumer, Careful, value for money consumer and Brand-store loyal consumer) have low reliabilities indicating that these traits cannot be accepted as reliable and need further refinement. Thus, the CSI’s generalizability across cultures has received limited support from the current study.

References

  • Albaum, G. & Peterson, R.A. (1984). Empirical Research in International Marketing 1976-1982. Journal of International Business Studies, 15, 161-173.
  • Bakewell, C. & Mitchell, V.W. (2003). Generation Y Female Consumer Decision-Making Styles. International Journal of Retail and Distribution Management, 31(2), 95-106.
  • Bakewell, C. & Mitchell, V.W. (2004). Male Consumer Decision-Making Styles. International Review of Retail, Distribution and Consumer Research, 14(2), 223-240.
  • Buttle, F. (1992). Shopping Motives Constructionist Perspective. The Services Industry Journal, 12(3), 349-367.
  • Campbell, C. (1997). Shopping Pleasure and the Sex War. P. Falk and C. Campbell, (Eds.), The Shopping Experience. London: Sage.
  • Darden, W.R. & Ashton, D. (1974). Psychographic Profiles of Patronage Preference Groups. Journal of Retailing, 50, Winter, 99-112.
  • De Mooij, M. (2000). The Future is Predictable for International Marketers: Converging Incomes Lead to Diverging Consumer Behaviour. International Marketing Review, 17(2), 103-113.
  • Dholakia, R.R. (1999). Going Shopping: Key Determinants of Shopping Behaviours and Motivations. International Journal of Retail and Distribution, 27(4), 154-165.
  • Durvasula, S., Lysonski, S. & Andrews, J.C. (1993). Cross-Cultural Generalizability of a Scale for Profiling Consumers’ Decision Making Styles. The Journal of Consumer Affairs, 27(1), 55-65.
  • Falk, P. & Campbell, C. (1997). The Shopping Experience. London: Sage.
  • Fan, J.X. & Xiao, J.J. (1998). Consumer Decision Making Styles of Young Adult Chinese. The Journal of Consumer Affairs, 32(2), 275-293.
  • Gordon, M.E., Slade, L.A. & Schmitt, N. (1986). Science of the Sophomore Revisited: From Conjecture to Empiricism. Academy of Management Review, 11(1), 91-107.
  • Hafstrom, J.L., Chae, J.S. & Chae, Y.S. (1992). Consumer Decision- Making Styles: Comparison between United States and Korean Young Consumers. The Journal of Consumers Affairs, 26(1), 146- 158.
  • Hiu, A.S., Siu, N.Y.M., Wang, C.C. & Chang, L.M.K. (2001). An Investigation of Decision -Making Styles of Consumers in China. The Journal of Consumer Affairs, 35(2), 326- 345.
  • Howe, W.S., Jürgens, U. & Harwy, H. (1998). Comparative Structure and Development of Retailing in the United Kingdom and Germany 1980-92. The International Review of Retail, Distribution and Consumer Research, 8 January, 79-99.
  • Hui, C.H. & Triandis, H.C. (1985). Measurement in Cross-Cultural Psychology: A Review and Comparison of Strategies. Journal of Cross-Cultural Psychology, 16, June, 131-152.
  • Irvine, S.H. & Carroll, W.K. (1980). Testing and Assessment across Cultures: Issues in Methodology and Theory. In H.C. Triandis and J.W. Berry (Eds.), Handbook of Cross-Cultural Psychology, 2, (pp.127-180). Boston, MA: Allyn and Bacon, Inc.
  • Jonsen-Verbeke, M. (1987). Women, Shopping and Leisure. Leisure Studies, 6, 71-86.
  • Kavas, A. & Yeşilada, F. (2007). Decision Making Styles of Young Turkish Consumers. European Journal of Economics, Finance and Administrative Sciences, 9, November, 73-85.
  • Kibris, Daily Newspaper, ‘Halkimizin Guneyi Tercih Nedeni Kalite Ve Cesitlilik’, 11 Jan.2008, 3
  • Lastovicka, J.L. (1982). On The Validation of Lifestyle Traits: A Review and Illustration. Journal of Marketing Research, 19, February, 126- 138.
  • Lee, C. & Green, R.T. (1991). Cross-Cultural Examination of the Fishbein Behavioural Intentions Model. Journal of International Business Studies, 22, 289-305.
  • Leo, C., Bennett, R. & Hartel, C.E.J. (2005). Cross-Cultural Differences in Consumer Decision-Making Styles. Cross Cultural Management, 12(3), 32-62.
  • Lysonksi, S., Durvasula, S. & Zotos, Y. (1996). Consumer Decision- Making Styles: A Multi-Country Investigation. European Journal of Marketing, 30(129), 10-21.
  • Mitchell, V.W. & Bates, L. (1998). UK Consumer Decision Making Styles. Journal of Marketing Management, 14, 199-225.
  • Mitchell, V.W. & Walsh, G. (2004). Gender Differences in German Consumer Decision-Making Styles. Journal of Consumer Behavior, 3(4), 331-346.
  • Moschis, G.P. (1976). Shopping Orientations and Consumer Uses of Information. Journal of Retailing, 52, Summer, 61-70.
  • Otnes, C. & McGrath, M.A. (2000). Perceptions and Realities of Male Shopping Behaviour. Journal of Retailing, 77, 111-137.
  • Rosental, R. & Rosnow, R.L. (1986). Essentials of Behavioral Research: Methods and Data Analysis. New York: McGraw Hill.
  • Samiee, S. & Jeong, I. (1994). Cross-Cultural Research in Advertising: An Assessment of Methodologies. Journal of the Academy of Marketing Science, 22(3), 205-217.
  • Shiffman, L.G. & Kanuk, L.L. (2007). Consumer Behavior, 9th Edition, Upper Saddle River, NJ: Prentice-Hall.
  • State Planning Organization (SPO) TRNC, “2006 Workforce Results”. Retrieved November 15, 2008 from the World Wide Web: http://www.devplan.org/Isgucu/2006.pdf
  • Sproles, G. (1985). From Perfectionism to Faddism: Measuring Consumers’ Decision-Making Styles. Proceedings, American Council on Consumer Interests, 79-85.
  • Sproles, G. & Kendall, E. (1986). A Methodology for Profiling Consumers’ Decision-Making Styles. The Journal of Consumer Affairs, 20(2), 267-279.
  • Sproles, G. & Sproles, K.E. (1990). Consumer Decision-Making Styles as a Function of Individual Learning Styles. The Journal of Consumer Affairs, 24(1), 134-147.
  • Ünal, S. & Erciş, A. (2006). Tüketicilerin Kişisel Değerlerinin Satın Alma Tarzları Üzerindeki Etkisi. Ticaret ve Turizm Eğitim Fakültesi Dergisi, 1, 23-45.
  • Walsh, G., Henning-Thurau, T., Mitchell, V.W. & Wiedman, K.P. (2001a). Consumers’ Decision Making Style As A Basis For Market Segmentation. Journal of Targeting, Measurement and Analysis for Marketing, 10, 117-131.
  • Walsh, G., Mitchell, V.W. & Henning-Thurau, T. (2001b). German Consumer Decision Making Styles. The Journal of Consumer Affairs, 35(19), 73-95.

Details

Primary Language Turkish
Journal Section Articles
Authors

Figen YEŞİLADA This is me

Alican KAVAS This is me

Publication Date June 1, 2008
Published in Issue Year 2008 Volume: 9 Issue: 2

Cite

APA YEŞİLADA, F., & KAVAS, A. (2008). Understanding the Female Consumers’ Decision Making Styles. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, 9(2), 167-185.
AMA YEŞİLADA F, KAVAS A. Understanding the Female Consumers’ Decision Making Styles. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. June 2008;9(2):167-185.
Chicago YEŞİLADA, Figen, and Alican KAVAS. “Understanding the Female Consumers’ Decision Making Styles”. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 9, no. 2 (June 2008): 167-85.
EndNote YEŞİLADA F, KAVAS A (June 1, 2008) Understanding the Female Consumers’ Decision Making Styles. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 9 2 167–185.
IEEE F. YEŞİLADA and A. KAVAS, “Understanding the Female Consumers’ Decision Making Styles”, Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, vol. 9, no. 2, pp. 167–185, 2008.
ISNAD YEŞİLADA, Figen - KAVAS, Alican. “Understanding the Female Consumers’ Decision Making Styles”. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 9/2 (June 2008), 167-185.
JAMA YEŞİLADA F, KAVAS A. Understanding the Female Consumers’ Decision Making Styles. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. 2008;9:167–185.
MLA YEŞİLADA, Figen and Alican KAVAS. “Understanding the Female Consumers’ Decision Making Styles”. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, vol. 9, no. 2, 2008, pp. 167-85.
Vancouver YEŞİLADA F, KAVAS A. Understanding the Female Consumers’ Decision Making Styles. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. 2008;9(2):167-85.

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