UK Consumer Decision-Making Styles
The importance of market globalisation and the consequent interest in international marketing has prompted a surge of work examining cross-cultural consumer behaviour. As part of this trend, this paper examines the generalisability of Sproles and Kendall's (1986) Consumer Styles Inventory (CSI) in an extension of their work in the UK. Most of the original US traits were found in the UK, with the addition of new store-loyalty and time-energy saving traits. However, some problems were encountered with the CSI's reliability and validity. Extending the original study, the research also identified meaningful and distinct decision-making groups which suggests a possible use of the CSI in segmentation. Implications for scale development, segmentation and cross-cultural research are discussed.
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