Investigation on Consumer Decision Making Styles in Clothing Purchasing Process, B ased on Sproles and Kendall Model

This investigation is aimed at using Consumer Decision Making Style Inventory (CSI) to study its impact on cloth purchasing process and effect of variables of sexuality, level of education, marital status, number of family members, number of siblings, birt h order, income level, and age, on consumer decision making styles. The current study is a descriptive - navigational type, and data are collected using a questionnaire designed based on standard questionnaire. The investigated population is clothing consume rs with ages between 18 and 35 selected using classified random sampling methods. Spearman correlation analysis and Freidman test are used to evaluate assumptions of the study and prioritized consumer decision - making styles, respectively. Cronbach's alpha coefficient is employed to evaluate perpetuity. According to results, there is significant relation between variables of education level, marital status, number of family members, number of siblings, income level, birth order, and age, on consumer decision making styles in purchasing clothing. Priorities of consumer decision - making styles including ranking averages of perfectionism consciousness, brand consciousness, novelty and fashion consciousness, recreational and hedonistic consciousness, price and val ue consciousness, impulsiveness and carelessness, confusion, and habitual orientation are 1.12, 2.38, 3.62, 4.88, 6.00, 7.12, 8.38, and 9.62, respectively.

Clothing, Consumer Behavior, Consumer Decision Making Styles, Sproles and Kendall Model.