Australian consumers' decision-making styles for everyday products

• We examine Australian consumers' decision-making styles for everyday products.
• Six decision-making styles were retained from the original CSI.
• One decision-making style, ‘rational, price conscious’ was developed for Australian consumers.

Investigated are the decision-making styles of Australian consumers for everyday products. Specifically, the applicability of Sproles and Kendall's Consumer Styles Inventory (CSI) is examined in relation to the purchase of everyday products. Based on a sample of 214 respondents who had recently purchased a confectionery product, exploratory and confirmatory factor analysis is used to validate the CSI. Six decision-making styles are retained from the original CSI (‘perfectionist, high quality’, ‘confused by over-choice’, ‘impulsive’, ‘habitual/brand loyal’, ‘novelty/fashion’, and ‘recreation conscious’) and one new decision-making style is developed (‘rational, price conscious’). Marketing and managerial implications are discussed.

Chinese abstract该研究调查了澳大利亚消费者购买日常用品时的决策风格。具体来说，研究检验了斯普罗尔斯和肯德尔（1986）的消费者决策型态问卷（CSI）在日常用品购买研究中的适用性。根据对最近购买糖果的214名受访者的样本数据，使用探索性与验证性因素分析验证CSI。依据传统CSI，保留了6种决策类型（完美主义者，高品质型，选择过多疑惑型，冲动型，习惯型/忠诚型，好奇型/时尚型，娱乐导向型），并且提出一种新的决策风格（理性型，价格导向型）。本文还对营销和管理问题进行了讨论。