A study of consumer decision-making style characteristics : comparison between Hong Kong and Shanghai working females

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A study of consumer decision-making style characteristics : comparison between Hong Kong and Shanghai working females


Author: Ng, Min Cindy
Title: A study of consumer decision-making style characteristics : comparison between Hong Kong and Shanghai working females
Degree: M.Sc.
Year: 1998
Subject: Women consumers -- China -- Hong Kong -- Attitudes
Women consumers -- China -- Shanghai -- Attitudes
Consumer behavior -- China -- Hong Kong
Consumer behavior -- China -- Shanghai
Consumers -- Attitudes -- Cross-cultural studies
Hong Kong Polytechnic University -- Dissertations
Department: Multi-disciplinary Studies
Dept. of Management
Pages: ix, 168 leaves : ill. ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1446572
URI: http://theses.lib.polyu.edu.hk/handle/200/2202
Abstract: Most empirical work examining consumer choice has focused on the decision-making process or product-specific decision-making. This paper examines consumer decision-making in a different light by looking at the general characteristics on how consumers arrive at buying decision. Studies and knowledge in this respect was first systematically developed by George B. Sproles and Elizabeth Kendall who found that consumers tended to adopt some patterned and relatively enduring decision-making style characteristics towards shopping and purchasing. The current study is the first explorative and empirical work to extend this way of study on consumer decision-making to the Chinese customers, with focus on the Hong Kong and Shanghai working females. Based on the Consumer Style Inventory (CSI) established by Sproles and Kendall, and coupled with a comprehensive research on the characteristics of Chinese consumers, this study hypothesized that fifteen decision-making style dimensions are relevant to the target population. Data are collected from 274 respondents in Hong Kong and Shanghai through judgment sampling using a 60-item structured and personally administered questionnaires. Data are then analyzed by principal component factor analysis. The results show that ten of the fifteen postulated decision-making style dimensions are substantiated. To name, they are novelty, fashion conscious and hedonistic-shopping consumers; high quality conscious and perfectionistic-seeking consumers; influenced by others and socially conscious consumers; price conscious and value-for-money consumers; brand conscious and price-equals-quality consumers; green and health conscious consumers; convenience conscious and time-and-energy saving consumers; personal style conscious and individualistic consumers; influenced by mass media and information-seeking consumers; and habitual and brand/store loyal consumers. Discriminant analysis and analysis of covariance are also performed. They show that Hong Kong and Shanghai working females are significantly different in seven of the ten decision-making style factors, and demographic variables also influence significantly on the decision-making style characteristics displayed. Interpretation of the statistical findings adds theoretical knowledge to the cross-cultural study on consumer decision-making and the generalizability of the CSI. This study suggests that a number of decision-making style dimensions are culturally independent while some others are culturally dependent. The dimensions tested in the CSI are neither exhaustive nor optimal. Besides, the study provides practical marketing implications to marketers who want to do business in Hong Kong and Shanghai by building up the shopping profiles of the working females in the two cities. Applications of the findings to market segmentation, product positioning and development, and promotional mixes are also discussed. Last of all, limitations of the current study and suggestions for future research are highlighted in the report.

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