Differences in consumer decision-making styles among selected South-east European countries
Journal
Economic Research
Date Issued
2016-07-06
Author(s)
Anić, I-D,
Piri Rajh, S,
Edo Rajh,
Bevanda A.
DOI
10.1080/1331677X.2016.1193949
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.
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.
Subjects