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The role of culture in low involvement purchase decisions

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conference contribution
posted on 2024-07-12, 13:15 authored by Tahmid Nayeem, Riza Casidy
This study investigates the relationship between individualism-collectivism and consumer decision-making styles applied to low involvement product purchases. An adapted version of the widely used Consumer Styles Inventory (Sproles and Kendall, 1986) was used to measure consumer decision-making styles. Based on a sample of 207 respondents from individualist and collectivist backgrounds, exploratory and confirmatory factor analysis were conducted on Sproles and Kendalls (1986) CSI adapted for low involvement purchases. Results showed that collectivist consumers scored significantly higher than individualist consumers on ‘confused by overchoice’, ‘rational buyer’, and ‘recreation-conscious’ decision-making styles. There were no differences in the ‘perfectionist’, ‘high quality conscious’, ‘brand conscious’, ‘careless-impulsive’, ‘habitual/brand loyal’, and ‘innovation conscious’ decisionmaking styles between these two groups.

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ISBN

9780646563305

Journal title

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

Conference name

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

Publisher

Edith Cowan University

Copyright statement

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

Language

eng

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