Australian consumers' decision-making styles for everyday products

Tahmid Nayeem, Riza Casidy*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

19 Citations (Scopus)


Investigated are the decision-making styles of Australian consumers for everyday products. Specifically, the applicability of Sproles and Kendall's Consumer Styles Inventory (CSI) is examined in relation to the purchase of everyday products. Based on a sample of 214 respondents who had recently purchased a confectionery product, exploratory and confirmatory factor analysis is used to validate the CSI. Six decision-making styles are retained from the original CSI ('perfectionist, high quality', 'confused by over-choice', 'impulsive', 'habitual/brand loyal', 'novelty/fashion', and 'recreation conscious') and one new decision-making style is developed ('rational, price conscious'). Marketing and managerial implications are discussed.

Original languageEnglish
Pages (from-to)67-74
Number of pages8
JournalAustralasian Marketing Journal
Issue number1
Publication statusPublished - 1 Feb 2015
Externally publishedYes


  • Australia
  • Consumer decision making styles
  • Consumer Styles Inventory (CSI)
  • Everyday products
  • Low involvement


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