An adapted consumer decision-making styles inventory of millennial consumers

T. Musasa and P. Moodley

Vol 16 | Issue 2, pp. 97-108


Contemporary literature challenges use of American and European based consumer decision-making styles (CDMS) inventories to African developing economies. Several reasons contribute to such criticism which include different contexts of research, unique cultures and customs, evolution of generations and macro-economic changes. Likewise, this study challenges the conventional styles inventory by Sproles and Kendall and develops a more suitable one for a South African context.  The aim of this study is to develop a suitable consumer decision-making styles (CDMS) inventory of South African millennials in their purchasing of clothing items. Moreover, the study intends to determine additional dimensions to the traditional CDMS inventory by Sproles and Kendall to one that is reflective of a multi-cultural society in South Africa. A total of 320 South African millennials successfully participated in this study’s quantitative survey. Convenience non-probability sampling was employed in selecting participants. Reliability statistics were utilised in testing the reliability of the study’s measuring tool. Data was analysed through descriptive statistics and inferential statistics were used in interpreting data. The empirical findings of this study confirmed an eight-factor consumer styles inventory characteristic of South African Generation Y consumers. These were value consciousness, indifferent price consciousness, confused by over-choice decision making style, high quality fashion consciousness, recreational consciousness, brand consciousness, creative-variety seeking decision making styles and habitual buying. The study identifies some unique dimensions and reflective of a multicultural society in South Africa which are indifferent price consciousness, high quality fashion consciousness and creative-variety seeking decision making style.

Keywords:        Consumer Styles Inventory (CSI), Consumer decision-making styles (CDMS), Generation Y, millennials and South Africa (SA)

Back to Volume 16 issue 2

This article may be downloaded from the following locations:


Anic, I. D., Rahj, E. Rajh, S. P. 2015. Exploring consumers’ food-related decision-making style groups and their shopping behaviour. Economic  Research-  Ekonomska  Istraživanja,  28(1):  63-74. Available:  7X.2015.1022390 (Accessed 13 January 2018).

Atkins, K. G. and Kim, Y. K. 2012. Smart shopping: Conceptualisation and measurement. International Journal of Retail of Retail and Distribution Management (online), 40(5): 360-375.

Babijchouk, O., Dames, D. D., Gehan, S. D., Sleezer, A. and Smith, E. 2018. The millennials: Insights to brand behaviour for brand management strategies. Journal of Management and Strategy, 9(3): 1-17.

Bae, S., Pyun, D. Y. and Lee. S. 2011. Consumer decision-making styles for Singaporean college consumers: An exploratory study. The Journal of Research, 5(2): 70-76.

Bandara, W. M. C. 2014. Consumer decision-making styles and local brand biasness: Exploration in the Czech Republic. Journal of Competitiveness (online), 6(1): 3-17. Available: (Accessed 23 June 2018).

Baoku,  L;  Cuixia,  Z.  and  Weimin,  B.  2010.  An  empirical  study  on  the  decision-making  styles  of  the  Chinese  peasant consumers. Journal of Consumer Marketing (online), 27(7): 629-637. Available: full/10.1108/07363761011086371 (Accessed 24 June 2018).

Chui, C. T. B., Nik, N. S. and Azman, N. F. 2017. Making sense of fashion involvement among Malaysian Generation Y and its implication. Journal of Emerging Economies and Islamic Research (online), 5(4): 10-17. Available:    http://www. (Accessed 13 November 2018).

Cox, A. D., Cox, D. and Anderson, R. D. 2005. Reassessing the pleasures of store shopping. Journal of Business research, 58(3): 250-259.

Darden, W. R. and Reynolds, F. D. 1971. Shopping orientations and product usage rates. Journal of Marketing Research, 8(1): 505-508.

Davis, L. and Hodges, N. 2012. Consumer shopping value: An investigation of shopping trip value, in-store shopping value and retail format. Journal of Retailing and Consumer Services (online), 19(2): 229-239.

Demirgunes, B. K. and Ozsacmaci, B. 2017. Exploring the efect of consumers’ food related decision-making styles on national brands vs store brand choice. International Journal of Marketing Studies, 9(1): 46-64.

Durvasula, S. and Lysonski, S. 2013. Consumer decision-making styles in retailing: Evoulution of mindsets and psychological impacts. Journal of Consumer Marketing, 30(1): 75-87.

Hafstrom, J. L., Chae, J. S. and Chung, Y. S. 1992. Consumer decision‐making styles: comparison between United States and Korean young consumers. Journal of consumer Affairs, 26(1): 146-158.

Hahn, K. H. and Ma, Y. J. 2011. Self-concept and decision-making styles: A comparison between young Korean and American consumers. Research Journal of  Textile and Apparel (online), 15(1): 81-97.    Available: (Accessed 23 June 2018).

Jogee, R. and Callaghan, C. W. 2014. A segmentation of shopping mall motivations in the South African Gauteng Province context. Mediterranean Journal of Social Sciences (online), 5(9): 41-50.

Kotze, T., North, E., Stols, M. and Venter, L. 2012. Gender differences in shopping enjoyment. International Journal of Consumer Studies (online), 36(4): 416-424.

Kusuma, G.  W., Idrusa, S.  and Djazuli, A.  2013. The influence of  hedonic shopping motivations on  buying decisions with gender as dummy variable: A study on consumers at the Hardy’s mall Singaraja Buleleng Regency, Indonesia. European Journal of Business and Management (online), 5(31): 241-246. Available: index.php/EJBM/article/download/9494/9686 (Accessed 26 February 2018).

Lysonski, S. and Durvasula, S. 2013. Consumer decision-making styles in retailing: Evolution of mindset. Journal of Consumer Marketing (online), 30(1): 75-87. Available:  (Accessed 23 June 2018).

Lysonski, S., Durvasula, S. and Zotos, Y. 1996. Consumer decision‐making styles: a multi‐country investigation. European journal of Marketing, 30(12): 1-12.

Mafini, C., Dhurup, M. and Mandlazi, L. 2014. Shopper typologies amongst a Generation Y consumer cohort and variations in terms of age in the fashion apparel market. Acta Commercii (online), 14(1), 1-11.

Mandhlazi,  L.,  Dhurup,  M.  and  Mafini,  C.  2013.  Generation  Y  consumer  shopping  styles:  Evidence  from  South  Africa. Mediterranean  Journal  of  Social  Sciences  (online),  4(14):  153-164.  Available: (Accessed 29 April 2017).

Mbumbwa, T. R. and Chigada, J. 2018. Analysis of factors influencing black South African millennials when considering African Ankara fabric fashion. International Journal of Clothing Science and Technology, 30(4): 559-576.

Mitchell, V. W. and Walsh, G. 2004. Gender diferences in German consumer decision‐making styles. Journal of Consumer Behaviour: An International Research Review, 3(4): 331-346.

Mohan, G., Sivakumaran, B., & Sharma, P. 2013. Impact of store environment on impulse buying behavior. European Journal of Marketing, 47(1): 1711–1732.

Moosavi, S. A., Seyedjavadain, S. and Saadeghvaziri, F. 2011. Decision-making styles of young Iranian consumers. Business Strategy Services, 12(5): 235-241.

Nalewajek, M. R. 2014. Smart shopping as a consumer orientation and its selected correlates: Empirical investigation. Academic Journal and Conferences of Lviv Polytechnic National University, 789(138) 108-116.

Parment, A. 2013. Generation Y vs Baby boomers: Shopping behaviour, buyer involvement and implications for retailing. Journal of Retailing and Consumer Services (online), 2(1): 189-199. Available: article/pii/S096969891200149X (Accessed 13 November 2018).

Pentz, C. and Gerber, C. 2013. The influence of selected senses on consumer experiences. Acta Comercii The Independent Journal in Management Sciences (online), 13(1): 1-7.

Potgieter, D., Wiese, M. and Strasheism, A. 2013. Demographic differences in adult consumers’ decision-making in Tswane, South Africa. Journal of Family Ecology and Consumer Sciences (online), 41(1): 11-28. Available: http:// (Accessed 21 January 2018).

Schi fman, L. G, Kanuk, L. L, Wisenblit,J. 2010.Consumer behaviour. 10th ed. New Jersey: Prentice Hall. Schi fman, L. G. and Wisenblit,J. 2014.Consumer behaviour. 11th ed. New Jersey: Prentice Hall.

Solomon, M. R. 2013. Consumer behaviour: Buying, having and being. 10th ed. Pearson Education: New Jersey.

Sproles, G. B. and Kendall, E. L. 1986. A methodology for profiling consumer’s decision-making styles. The Journal of Consumer Affairs (online), 20(2), 267-279. Available: (Accessed 10 June 2016).

Vorapanova, E.  2015.  Conceptualising smart shopping with  a  smart phone; Implications of  the  use  of  mobile devices for shopping productivity and value. The International Review of Retail, Distribution and Consumer Research, 25(5): 529-550.

Walsh, G. and Mitchell, V.W., 2010. The e fect of consumer confusion proneness on word of mouth, trust, and customer satisfaction. European Journal of Marketing, 44(6): 839-859.

Weldode, V. 1st ed. Proceedings of International Conference on Advance in Computer Technology and Management. Mumbai, 23-24 February 2018. Novateur Publications, 206-208.

Yarrow, K.. and O’Donnell, J. 2009. Gen Buy: How Tweens, Teens, and Twenty-Somethings are Revolutionizing Retail. 1st ed. Jossey-Bass: San Francis

Back to Volume 16 issue 2