Consumer decision-making styles on domestic and imported brand clothing

The relationship between consumers' decision-making styles and their choice between domestic and imported brand clothing is investigated using a sample of Chinese consumers. The multivariate analysis of variance and discriminant analysis results indicate that seven decision-making styles togeth...

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Bibliographic Details
Published in:European journal of marketing 2004-01, Vol.38 (1/2), p.239-252
Main Authors: Wang, Cheng-Lu, Siu, Noel Y.M, Hui, Alice S.Y
Format: Article
Language:English
Subjects:
Asian students
Behavior
Brand loyalty
Brands
Cognitive style
Consumer behavior
Consumers
Consumption
Councils
Decision making
Discriminant analysis
Economic development
Innovations
Market segments
Questionnaires
Research methodology
Researchers
Shopping
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Summary:The relationship between consumers' decision-making styles and their choice between domestic and imported brand clothing is investigated using a sample of Chinese consumers. The multivariate analysis of variance and discriminant analysis results indicate that seven decision-making styles together with other consumer behavioural characteristics can be used to distinguish and profile consumers who prefer to buy domestic, imported or both types of clothing. Empirical findings reveal that consumers who prefer to buy imported brand clothing tend to have a unique lifestyle and shopping orientation that differ from those who prefer domestic brand clothing. Conceptual contributions and managerial implications are discussed.
ISSN:0309-0566
1758-7123
DOI:10.1108/03090560410511212