The dimensionality of consumer decision making styles : comparison between U.S. and Malaysian young consumers

A consumer decision-making style is defined as a mental orientation characterizing a consumer's approach to making consumer choices. All consumers are thought to approach the market with eight mental characteristics of consumer decision-making style: (1) Perfectionism or high-quality consciousn...

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Main Author:	Ang, Wooi Kok
Format:	Thesis
Language:	English English
Published:	2000
Subjects:	Consumer behavior - United States Consumer behavior - Malaysia
Online Access:	http://psasir.upm.edu.my/id/eprint/77874/1/t%20GSM%202000%203%20%281900118341%29.pdf
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id	my-upm-ir.77874
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spelling	my-upm-ir.778742022-01-21T07:33:30Z The dimensionality of consumer decision making styles : comparison between U.S. and Malaysian young consumers 2000-12 Ang, Wooi Kok A consumer decision-making style is defined as a mental orientation characterizing a consumer's approach to making consumer choices. All consumers are thought to approach the market with eight mental characteristics of consumer decision-making style: (1) Perfectionism or high-quality consciousness; (2) Brand consciousness; (3) Novelty-fashion consciousness; (4) Recreational, hedonistic shopping consciousness; (5) Price and "value for money" consciousness; (6) Impulsiveness; (7) Confusion from over choice of brands, stores, and consumer information; and (8) Habitual, brand-loyal orientation toward consumption. The purpose of this study is to identify the dimensionality of consumer decision-making styles of young consumers in Malaysia and to find if these styles are similar to those of U.S. young consumers. Most studies that have developed and validated models and instruments in consumer affairs research have used U.S. samples. However, companies and marketers cannot be based on research and survey conducted in U.S. to segment consumers in other countries. Such studies may be inapplicable. Thus, in this research, a questionnaire based on previous research in the U.S. was used to collect the data. Questionnaires were distributed to 250 university students at Universiti Putra Malaysia during December 2000. Of 212 returned questionnaires, 38 had incomplete information and were deemed invalid for this research. Data are factor analyzed and alpha coefficients are computed for scale reliability. The factor analysis explained 58 percent of the variance in the correlation matrix; a very reasonable proportion and all eigenvalues exceeded 1.0. Finding indicates that all the eight dimensions of consumers decision-making style were confirmed in Malaysia data. Decision-making styles of young consumers in Malaysia were classified, and several similarities and a few differences in decision-making styles were identified between Malaysia and U.S. consumers. The most important finding is that there is an indication of the generality of several consumer decision-making styles of young U.S. and Malaysia consumers. This study concludes with a discussion of these similarities and differences of consumer decision-making styles between young U.S. and Malaysia consumers. Consumer behavior - United States Consumer behavior - Malaysia 2000-12 Thesis http://psasir.upm.edu.my/id/eprint/77874/ http://psasir.upm.edu.my/id/eprint/77874/1/t%20GSM%202000%203%20%281900118341%29.pdf text en public masters Universiti Putra Malaysia Consumer behavior - United States Consumer behavior - Malaysia English
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English English
topic	Consumer behavior - United States Consumer behavior - Malaysia
spellingShingle	Consumer behavior - United States Consumer behavior - Malaysia Ang, Wooi Kok The dimensionality of consumer decision making styles : comparison between U.S. and Malaysian young consumers
description	A consumer decision-making style is defined as a mental orientation characterizing a consumer's approach to making consumer choices. All consumers are thought to approach the market with eight mental characteristics of consumer decision-making style: (1) Perfectionism or high-quality consciousness; (2) Brand consciousness; (3) Novelty-fashion consciousness; (4) Recreational, hedonistic shopping consciousness; (5) Price and "value for money" consciousness; (6) Impulsiveness; (7) Confusion from over choice of brands, stores, and consumer information; and (8) Habitual, brand-loyal orientation toward consumption. The purpose of this study is to identify the dimensionality of consumer decision-making styles of young consumers in Malaysia and to find if these styles are similar to those of U.S. young consumers. Most studies that have developed and validated models and instruments in consumer affairs research have used U.S. samples. However, companies and marketers cannot be based on research and survey conducted in U.S. to segment consumers in other countries. Such studies may be inapplicable. Thus, in this research, a questionnaire based on previous research in the U.S. was used to collect the data. Questionnaires were distributed to 250 university students at Universiti Putra Malaysia during December 2000. Of 212 returned questionnaires, 38 had incomplete information and were deemed invalid for this research. Data are factor analyzed and alpha coefficients are computed for scale reliability. The factor analysis explained 58 percent of the variance in the correlation matrix; a very reasonable proportion and all eigenvalues exceeded 1.0. Finding indicates that all the eight dimensions of consumers decision-making style were confirmed in Malaysia data. Decision-making styles of young consumers in Malaysia were classified, and several similarities and a few differences in decision-making styles were identified between Malaysia and U.S. consumers. The most important finding is that there is an indication of the generality of several consumer decision-making styles of young U.S. and Malaysia consumers. This study concludes with a discussion of these similarities and differences of consumer decision-making styles between young U.S. and Malaysia consumers.
format	Thesis
qualification_level	Master's degree
author	Ang, Wooi Kok
author_facet	Ang, Wooi Kok
author_sort	Ang, Wooi Kok
title	The dimensionality of consumer decision making styles : comparison between U.S. and Malaysian young consumers
title_short	The dimensionality of consumer decision making styles : comparison between U.S. and Malaysian young consumers
title_full	The dimensionality of consumer decision making styles : comparison between U.S. and Malaysian young consumers
title_fullStr	The dimensionality of consumer decision making styles : comparison between U.S. and Malaysian young consumers
title_full_unstemmed	The dimensionality of consumer decision making styles : comparison between U.S. and Malaysian young consumers
title_sort	dimensionality of consumer decision making styles : comparison between u.s. and malaysian young consumers
granting_institution	Universiti Putra Malaysia
publishDate	2000
url	http://psasir.upm.edu.my/id/eprint/77874/1/t%20GSM%202000%203%20%281900118341%29.pdf
_version_	1747813264856711168

The dimensionality of consumer decision making styles : comparison between U.S. and Malaysian young consumers

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