Consumer Decision-Making Styles for Singaporean College Consumers: An Exploratory Study

Abstract

The purpose of this study was to investigate Singaporean consumers' decision-making styles (shopping styles) for sports products. This study used a scale of the Purchaser Style Inventory for Sport Products (PSISP) to identify if the scale was reliable. An instrument, consisting of 42 items under 9 dimensions, was administrated to 234 college students in Singapore. This study computed data factor analysis and alpha coefficients for scale reliability. The results indicated the generality of some consumer decision-making styles. Some similarities and differences as well as managerial implications for marketing research will be discussed.