Consumer decision making styles amongst young generation in Malaysia

Abstract

Recently, the effect of external factors on consumer decision making styles (CDMS) and their importance to consumer behavior has investigated by some of researchers. There are two main objectives of this study. Firstly, to examine (CDMS) of young generation in Malaysia; the research used Sproles and Kendall's (1986) consumer style inventory (CSI) on a sample of 325 Malaysian females and males. External factors (demographic, geographic and group influence) have been applied to understand consumer decision making styles. As a result of the factor analysis, four factors found to be the most suitable representation of young-adults in this study:, the research demonstrated that there is a relationship between consumer decision making styles and purchase intention (PI).