scholarly journals Consumer decision-making styles of generation Y cohorts : validation of the Consumer Styles Inventory (C.S.I) in South Africa

2020 ◽  
Author(s):  
◽  
Tinashe Musasa ◽  
Keyword(s):  
South Africa ◽  
Decision Making ◽  
South African ◽  
Generation Y ◽  
Research Work ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Bivariate Correlation ◽  
Decision Making Styles ◽  
African Context

The aim of this study was to assess the applicability of the Consumer Styles Inventory (CSI) proposed by Sproles and Kendall (1986 cited by Azizi 2012:91) in determining consumer decision-making styles within South Africa. Likewise, the major problem of this study revolved around generalisability of US and European based data of consumer decision-making styles in an African context. Moreover, generational evolution necessitated the need for current introspection within an African context. Accordingly, objectives of this study included determining consumer decision-making styles of millennial South Africans, determining additional dimension(s) of the CSI model characteristic of a multi-cultural society, ascertaining an updated consumer decisionmaking style model and explore the implications associated with cohorts identified as recreational shoppers. The study adopted a quantitative survey in gathering data from millennial consumers. Structured questionnaires with Likert scales were utilised in data collection. These encompassed four aspects of research: demographic profile of sample, decision-making styles of sample, psychological orientation of sample under study and innovativeness thereof. The targeted population comprised of 400 generation Y South African consumers in which 320 were successfully selected and tested through convenience sampling. The Statistical Package for Social Sciences (SPSS) version 22 was utilised in data analysis. Factor analysis and bivariate correlation analysis were used in determining hypothesis, testing the tenability of the exploratory framework and ascertaining consumer decision-making styles characteristic of South African millennials. Empirical findings of this study were linked to literature in the latter chapters of this study. Suggestions for future research work concluded this study.

scholarly journals THE ROLES OF PSYCHOLOGICAL ANTECEDENTS AND CONSUMER INNOVATIVENESS IN DETERMINING CONSUMER DECISION MAKING STYLES OF SOUTH AFRICAN MILLENNIAL CONSUMERS

2020 ◽  
Vol 8 (4) ◽  
pp. 348-368
Author(s):  
Tinashe Musasa ◽  
◽  
Padhma Moodley ◽  
Keyword(s):  
Decision Making ◽  
South African ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Psychological Variables ◽  
Consumer Innovativeness ◽  
Decision Making Styles ◽  
Convenience Sampling ◽  
Data Collection Approach ◽  
Selection Of

Studies on consumer decision making styles largely focused on determining and replicating these to varying contexts. Literature remains limited on what underlying psychological variables lead to the manifestation of consumer decision making styles. The purpose of this study is to investigate the roles of psychological antecedents and consumer innovativeness in determining consumer decision making styles of millennials in South Africa. A quantitative survey of 320 South African millennials through social groups was utilized. Non-probability convenience sampling determined selection of participants. Reliability statistics were applied to substantiate the effectiveness of this study’s questionnaire and data collection approach. Presentation and interpretation of data were achieved through descriptive and inferential statistics respectively. Findings of this study confirmed that psychological antecedents and consumer innovativeness pose either direct or inverse relationships on consumer decision making styles. Two classifications of consumer decision making styles (utilitarian or hedonic) were discovered to be directed by distinctive sets of psychological antecedents and consumer innovativeness. Findings of this study will assist marketers and mall managers in better understanding what aspects of shopping drive their patrons and how they can best serve them to ensure sustainability.

scholarly journals Exploring the factors that influence the career decision of STEM students at a university in South Africa

2020 ◽  
Vol 7 (1) ◽  
Author(s):  
Ethel Ndidiamaka Abe ◽  
Vitallis Chikoko
Keyword(s):  
South Africa ◽  
Decision Making ◽  
Content Analysis ◽  
South African ◽  
Career Decisions ◽  
Career Decision ◽  
South African Context ◽  
Career Decision Making ◽  
Stem Students ◽  
African Context

Abstract Background Science, Technology, Engineering, and Mathematics (STEM) educators and stakeholders in South Africa are interested in the ways STEM students make their career decisions because of the shortages in these critical skills. Although various factors including family, teachers, peers, and career interest have been reported as determinants of career decision-making, there is a scarcity of studies that have qualitatively explored the levels of influences of any of these factors in the South African context. The main aim of this study was to investigate the factors that influence career decision-making among STEM student majors in a South African university. By better understanding students’ viewpoint on these factors, educators and policymakers can assist students in making career decisions that fit their experiences, personality, and expectations. Students in their 1st, 2nd, 3rd, and 4th year of study respectively, were invited to respond to a semi-structured questionnaire about the factors that were influential in their decision to pursue a career in STEM. A total of 203 texts (response rate: 63%) were qualitatively analyzed utilising a hermeneutic phenomenology approach to traditional content analysis, whereby themes develop inductively from the data. Results We used a hermeneutic phenomenological method to traditional content analysis to examine the factors influencing participants’ career decision-making. Peer interrogation, modified member verification, compact description, code-recode tactics, and assessment trails were engaged to confirm quality and rigour. Three key results emerged, namely interpersonal, intrapersonal, and career outcomes expectancy. The perceptions of STEM students of their career decision-making in the South African context are more multifaceted than reported previously. The insights could inform policies to counter skills shortages in the STEM area. Conclusions In this exploratory study, we gave attention to describing the various ranges of students’ perceptions and experiences regarding their career decision-making. Several students reported, among other factors, that their families, personality, and expectations played influential roles in their career decision-making. Here, we discuss the meaning of interpersonal, intrapersonal, and outcome expectations with respect to career decision-making from the perspective of STEM students in a South African university.

East Asian college consumer decision-making styles for sport products

2015 ◽  
Vol 5 (3) ◽  
pp. 259-275 ◽  
Author(s):  
John Bae ◽  
Doris Lu-Anderson ◽  
Junya Fujimoto ◽  
Andre Richelieu
Keyword(s):  
Decision Making ◽  
East Asian ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Content Type ◽  
Japanese Male ◽  
Consumer Markets ◽  
Decision Making Styles ◽  
Sport Industry ◽  
Lifestyle Education

Purpose – Purchasing behaviors have been studied in various countries. Previous studies involving consumer decision-making styles for sport products have only been seen in one country in order to either identify factors of Purchase Style Inventory for Sport Products (PSISP) or classify consumer shopping behaviors. Therefore, the purpose of this paper was to identify consumers’ decision-making styles (shopping styles) for sport products from Japanese, Singaporean, and Taiwanese college-aged consumers. Design/methodology/approach – The scale of PSISP was adapted to measure consumer decision-making styles (shopping styles) for sport products. This instrument is composed of 35 items under nine dimensions. CFA, 3 (Nationality) × 2 (Gender) MANOVA and ANOVA were employed. Findings – According to the results of this study, there were significant different decision-making styles among three different countries in East Asia. Overall, Japanese male and female college-aged students exhibited higher brand consciousness than Singaporean and Taiwanese males and females. Research limitations/implications – As consumers from different countries show different lifestyle, education, economic, religion, and culture, they might have their unique shopping styles. Therefore, the dimensions related to decision-making styles need to be explored, and the scale needs to be validated using a substantial sport industry sample in the future study. Practical implications – This study helps East Asian advertisers or markets to rethink and develop appropriate marketing strategies as well as to understand the different decision-making styles of local consumers and better approach new and existing consumer markets. Originality/value – This paper is important for international sports marketers to predict consumer shopping patterns and maintain proper inventory levels, particularly when marketing in global markets.

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