Decision-making styles of young Indian consumers in the context of online shopping
by Sanjeev Kumar; Rakesh Belwal; Kartikeya Raina
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 13, No. 3, 2019

Abstract: The paper examines applicability of Sproles and Kendall's consumer styles inventory (CSI) of young Indian shoppers in context to online shopping. The study was conducted in two phases. Based on sample of 229, decision making styles of consumers were discovered using exploratory factor analysis, and a further confirmatory factor analysis was carried out to validate the dimensions discovered with an additional sample of 207 students. Six of the original eight factors from CSI were found to be applicable in the Indian sample. Additionally, 'risk avert' and 'shopping avoiding' were identified as two new factors to contextualise the instrument to the Indian situation.

Online publication date: Mon, 30-Sep-2019

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