A Study On Consumers' Decision Styles And Different Generation

The study implements the G.B. Sproles & E.L.Kendall's consumer style inventory to study different generations' values and the behavior of the decision styles in the process during they purchasing. Local scale of Consumers' Decision Styles is established through reliability and validity test. The results reveal that there are eight consumers' decision styles that consist of conception of brand, conception of quality, entertainment, conception of price, emotional behavior, loyalty, overloading of information, and conception of fashion. Though ANOVA analysis, the author finds that conception of brand, conception of quality and loyalty have significant on consumers' decision style between E generation and the generation of transformation.