An Investigation of the Differences in Decision-Making Styles of Clothing Consumers in Sari Regarding Demographics Variables

Every person in the society is considered as a consumer; thus, it is important to gain knowledge about shopping behavior of consumers. The majority of research finding on consumer purchase behavior assume that consumer adopt specific decision making postures, which are commonly referred to as “Consumer Decision Making Styles". In this regard, this research is going to study the differences in shopping styles using CSI scale in terms of shopping clothes in the light of demographic variables in Sari.. In this research Sproles and Kendal (1986) Model is incorporated. This model involves eight mental decision making styles (attention to perfection, brand, fashion, joy, price/value, compulsiveness, confusion, habit). The main question of this research is how the decision making of consumers in terms of shopping cloths in Sari is? In this research gender, education level and marital status are considered as demographic factors. The population of this research includes the consumers (18–35 years old) in Sari. The sample selected randomly includes 400 consumers. Data were collected based on library research method and survey using a questionnaire consisting 33 items covering the eight factors. The instrument reliability and validity is calculated using alpha Cronbach and factor analysis. After gathering and tabulation of data Kolmogorov and Smirnov, Man-Whitney, and Kruskal Wallace tests were used to analysis data. The results show that there is no big difference between men and women in terms of the styles. There is a significant difference between single and married consumers in terms of their selection. There is no significant difference among people with different education level.