Naslov
Differences in consumer decision-making styles among selected South-East European countries

Autori
Anić, Ivan-Damir ; Ciunova-Shuleska, Anita ; Piri Rajh, Sunčana ; Rajh, Edo ; Bevanda, Arnela

Izvornik
Ekonomska istraživanja (1331-677X) 29 (2016), 1; 665-681

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
consumer decision-making styles ; CSI instrument ; cross-cultural differences ; South-East European countries

Sažetak
Fast changes in retailing and complex consumer decision-making process have increased the need for additional investigation of differences and similarities in consumer decision-making styles (CDMS) in various countries. This paper tests the reliability and validity of Sproles and Kendall’s (1986) Consumer Style Inventory instrument (CSI), identifies and compares CDMS in Croatia, Bosnia and Herzegovina and Macedonia (FYR). Data obtained from surveys conducted among university students in observed countries (n=1, 206) were analysed by using exploratory and confirmatory factor analyses and the analysis of variance (ANOVA). The results provided support for six factors, which means that the original U.S. eight-model cannot be fully applied in this region. Croatian consumers are the least brand-conscious and novelty-fashion conscious. Macedonian consumers are the most quality-conscious, brand-conscious, novelty-fashion conscious, recreational shopping conscious and brand-loyal, while Bosnian consumers are the most confused by overchoice. The traits price consciousness and impulsiveness were not tested because of lack of reliability among items. The paper provides guidelines for marketers how to position and more effectively advertise their products and services in analysed countries.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA