Assessing Digital Literacy Among Namibian Millennials and the Impact on Consumer Decision-Making Styles

2020 ◽  
Vol 7 (1) ◽  
pp. 54-73
Author(s):  
Efigenia Madalena Mario Semente ◽  
Grafton Whyte
Keyword(s):  
Decision Making ◽  
Analysis Of Variance ◽  
Digital Literacy ◽  
Pearson Correlation ◽  
Reliability And Validity ◽  
Underlying Structure ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Decision Making Styles ◽  
The Impact

This study profiled the Namibian millennial e-literacy and investigated the impact of their e-literacy on their decision-making styles by administering Sproles and Kendal's Consumer Style Inventory (CSI) and an e-literacy questionnaire to a random sample of 505 participants from the three (3) major Universities in Namibia. Responses from the survey instrument were analysed using SPSS version 22. Factor Analysis (FA) through principal components analysis (PCA) was used to assess the underlying structure of the components and for assessing the reliability and validity through Cronbach's Alpha coefficients. In order to explore the relationships between consumer decision-making styles (Dependent Variable) and the Independent Variable of the study, Pearson correlation, analysis of variance (ANOVA), and multivariate analysis of variance (MANOVA), were used. The study concluded that the digital literacy of the Namibian Millennial consumer has a significant influence on their consumer decision-making styles. The findings are deemed important for marketing decision-making.

The Influence of Culture on Consumer Decision-Making Styles of Namibian Millennials

2019 ◽  
Vol 6 (1) ◽  
pp. 29-45
Author(s):  
Efigenia Madalena Mario Semente ◽  
Grafton Whyte
Keyword(s):  
Decision Making ◽  
Cultural Values ◽  
Analysis Of Variance ◽  
Pearson Correlation ◽  
Reliability And Validity ◽  
Cultural Dimensions ◽  
Underlying Structure ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Decision Making Styles

This article investigated the influence of cultural values on Namibian Millennials' consumer decision-making styles. Data was obtained by administering the consumer style inventory (CSI) and Hofstede Cultural Dimensions instruments to a random sample of 505 respondents from the three (3) major Universities in Namibia. Responses from the survey instruments were analyzed using SPSS version 22. Principal components analysis (PCA) was used to assess the underlying structure of the components and for assessing the reliability and validity through Cronbach's Alpha coefficients. To explore the relationships between consumer decision-making styles and the independent variables of the study, Pearson correlation, multivariate analysis of variance (MANOVA), and the analysis of variance (ANOVA), were used. The study found a significant relationship between Namibia Millennials decision-making styles and their cultural values. The findings are deemed important for marketers, entrepreneurs and government in the formulation and the use of effective strategies when addressing the needs of this group.

A materialistic perspective of consumer decision-making styles

2019 ◽  
Vol 12 (2) ◽  
pp. 231-248
Author(s):  
Sartaj Chaudhary ◽  
Ajoy Kumar Dey
Keyword(s):  
Decision Making ◽  
School Children ◽  
Negative Impact ◽  
Second Order ◽  
Theory And Practice ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Content Type ◽  
Decision Making Styles ◽  
The Impact

Purpose Materialism has become a topic of increasing interest to researchers and policymakers because it can influence consumer behavior. However, a clear picture of how this phenomenon impacts consumers has proven to be elusive. Using an integrated framework, this paper aims to derive hypotheses from theoretical concepts of materialism and consumer decision-making styles and uses a survey of 1,216 respondents in India to test the hypotheses. Design/methodology/approach The present study is the first of its kind to test the impact of materialist values on consumer decision-making styles among a sample of 13-18 years old school children. The constructs are validated through a first- and second-order confirmatory factor analysis and an integrated second-order structural model is developed. Findings This study finds that materialism is a positive predictor of “recreation/ hedonistic”,; “confused by over-choice”; “brand consciousness”; “perfectionistic high-quality consciousness”; and “habitual brand loyal” style of consumers. Further, materialism has a negative impact on “price value consciousness” of consumers. These findings have important implications for theory and practice. Research limitations/implications This study is restricted to school children in the National Capital Region and hence cannot be generalized to the whole young population in India. Originality/value Conceptualizing both materialism and consumer decision-making styles as second-order constructs, this is a maiden study that examines the impact of materialistic values on the consumer decision-making styles of young consumers.

scholarly journals A Study of Chinese Consumers towards Lifestyles of Health and Sustainability

2021 ◽  
Author(s):  
Fung Yi Tam ◽  
Jane W. Y. Lung2 ◽  
Juliana da Silva ◽  
Mei Ha Lam ◽  
Pek I Ng ◽  
...  
Keyword(s):  
Decision Making ◽  
Marketing Strategies ◽  
Consumer Decision Making ◽  
Chinese Consumers ◽  
Environmental Consciousness ◽  
Consumer Decision ◽  
Price Consciousness ◽  
Decision Making Styles ◽  
Health And Fitness ◽  
The Impact

This research explores how Chinese consumers adopted a lifestyle of health and sustainability (LOHAS). To investigate this, a questionnaire survey was conducted examining the impact of LOHAS on consumer decision making styles in Macau SAR, China. After completion, a total of 619 usable questionnaires were collected. The results showed that the two most significant criteria for LOHAS among the Chinese consumers were environmental consciousness and a desire for health and fitness. In turn, the most preferable consumer decision making styles were price consciousness and perfectionism. Moreover, consumer who is environmental consciousness tends to be more quality and price conscious. Consumer who cares about health and fitness tends to look for quality and novelty products. The results also show that Chinese consumers who are the females, older in age or have a higher income tend to be more LOHAS. Therefore, if companies want to expand their business in the LOHAS market in China, they should target these segments when they are developing their marketing strategies.

scholarly journals A Study of Chinese Consumers towards Lifestyles of Health and Sustainability

2021 ◽  
Vol 4 (3) ◽  
Author(s):  
Fung Yi Tam ◽  
◽  
Jane W. Y. Lung ◽  
Juliana da Silva ◽  
Mei Ha Lam ◽  
...  
Keyword(s):  
Decision Making ◽  
Marketing Strategies ◽  
Consumer Decision Making ◽  
Chinese Consumers ◽  
Environmental Consciousness ◽  
Consumer Decision ◽  
Price Consciousness ◽  
Decision Making Styles ◽  
Health And Fitness ◽  
The Impact

This research explores how Chinese consumers adopted a lifestyle of health and sustainability (LOHAS). To investigate this, a questionnaire survey was conducted examining the impact of LOHAS on consumer decision making styles in Macau SAR, China. After completion, a total of 619 usable questionnaires were collected. The results showed that the two most significant criteria for LOHAS among the Chinese consumers were environmental consciousness and a desire for health and fitness. In turn, the most preferable consumer decision making styles were price consciousness and perfectionism. Moreover, consumer who is environmental consciousness tends to be more quality and price conscious. Consumer who cares about health and fitness tends to look for quality and novelty products. The results also show that Chinese consumers who are the females, older in age or have a higher income tend to be more LOHAS. Therefore, if companies want to expand their business in the LOHAS market in China, they should target these segments when they are developing their marketing strategies.

scholarly journals An Extended Model of Behavioural Process in Consumer Decision Making

2016 ◽  
Vol 8 (4) ◽  
pp. 87 ◽  
Author(s):  
Nagasimha Balakrishna Kanagal
Keyword(s):  
Decision Making ◽  
Consumer Products ◽  
Extended Model ◽  
Response Model ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Stimulus Response ◽  
Economic Decision Making ◽  
Buying Behaviour ◽  
The Impact

<p>The stimulus response model of consumer behaviour is useful to understand the buying behaviour of individual consumers in the context of individuals buying consumer products. An extended stimulus-response model of behavioural processes in consumer decision making is proposed that serves to integrate the influences and interlinkages of buyer psychology, various buyer characteristics, and the impact of the buyer decision process on consumer decision making. The model proposes that the behavioural process of consumer decision making be as a result of the interaction of three aspects of individual buyer behaviour: communication sensitivity; enculturated individuality; and rational / economic decision making. The paper addresses the flip side of the consumer decision making process in terms of the five stages of decision making from need recognition to post-purchase satisfaction. An aggregate level framework of behavioural process in consumer decision making has been provided, that could lead to a richer analysis of micro level factors and relationships influencing consumer decision behaviour.</p>

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