What are decision making styles for international apparel brands in a large emerging market?

Claudio De Mattos, Laura Salciuviene, Vilte Auruskeviciene, Garima Juneja

Research output: Contribution to journalArticle


The main purpose of the paper is to identify consumer decision making styles based on Sproles & Kendall's (1986) framework in a large emerging market for international apparel brands. An online questionnaire-based survey with individual Indian consumers was conducted. The results of this study identify five consumer decision making styles among Indian consumers when selecting international apparel brands. The findings also suggest significant statistical differences between males and females for brand and quality consciousness as well as between occupational groups for brand loyalty. Men, when compared to women, are more conscious about both brand and quality when buying international brands and self-employed persons are more brand loyal than students. Practical implications of our findings for market segmentation and communications strategies are offered.
Original languageEnglish
Pages (from-to)683-686
Number of pages4
JournalProcedia - Social and Behavioral Sciences
Publication statusPublished - 1 Dec 2015
Externally publishedYes


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