CONSUMER DECISION-MAKING STYLES AND

LOCAL BRAND BIASNESS

ABSTRACT

To understand how a person makes a purchasing decision in a competitive environment, the

modern marketer is increasingly interested in studying consumer decision-making styles. This
concept is important because it defines consumer behavior patterns and adapts step by step to
the market. Many researchers have already adapted the Con-Summer Style Inventory (CSI),
introduced by Sprolls and Kendall in 1986, as a general tool for assessing consumer decision-
making styles. Although researchers have tested CSI in a variety of cultural and social contexts,
very little research has been done to explore the relationship between consumer decision-
making styles and their local brand orientation. Therefore, the present study is mainly focused
on studying the influence of consumer decision-making styles on the preferences of local
brands. Decision making styles were measured using the CSI instrument of Sproles and
Kendall (1986). The alpha values of each structure in Cronbach provided a good correlation
with the data. Policy component analysis was used to determine the client's decision-making
style, and ANOVA was used to test hypotheses. The results show that there are seven distinct
decision-making styles among customers that are directly related to local brand affiliation with
consumer fashion sense, entertainment orientation, enthusiasm, and price awareness. Other
designs did not show a significant correlation with local brand preferences in this context.
Finally, the researchers offer local businesses several suggestions for developing appropriate
marketing strategies to attract customers to local brands.

Key words : Consumer Style Inventory, Domestic brand biasness, Consumer

decision-making JEL Classification
1.0 INTRODUCTION

Consumer decision styles have become a popular area of research among marketing and
behavioral professionals. Many previous researchers have focused on consumer buying
behaviors and decision-making styles that emerge when purchasing products in today's retail
environment. According to Sprolls and Kendall (1986), consumer attitudes towards consumer
decision-making style are characterized by mental orientation. This concept is important to
marketing practice because it defines consumer behavior and is applicable to a market segment
(Sprols and Kendall, 1986; Walsh et al., 2001). Consumer decision, on the other hand, tells
marketers whether the marketing strategy is smart and resourceful, or if it was poorly designed
and lost the market. Therefore, when classifying strategies, it is essential that both local and
global companies understand the decision-making process of customers.

Recently, globalization has become an important event for any business in the world and has
both long-term and long-term consequences. In addition, globalization leads to the integration
of the global market and increases the availability of a wide range of international brands in
different host countries, allowing multinational corporations (MNCs) to establish their
presence in the domestic market. Their vast assets, advanced technology, and knowledge and
skills in the business operations of multinational corporations have created an unnecessary
opportunity to monopolize host country markets. Local businesses must find strategic
alternatives to stimulate consumer preference for local brands. Although there are many
options, many local merchants solve this problem by using ethnic tag calls. With the rise of
nationalism and the emphasis on cultural and ethnic identity, consumerism will remain a
powerful force in the global business environment for years to come.
According to Vanninayaka and Chovankova (2012), local businesses make ethnic appeals to
increase consumer loyalty to the local brand. However, Wang and Hui (2004) argue that
consumers' preferences for buying foreign or local brands mainly depend on their decision-
making style. In addition, some well-known researchers such as Shimb and Sharma (1987)
suggested that consumers choose local or foreign products based on their ethnicity. In addition,
Shankarmakesh (2006) explores how CET has had many pioneers and how consumer decision-
making styles are becoming a socio-psychological model in the EC. On the other hand, Vida
et al. (2008) empirically confirmed that CET has a direct impact on local brand affiliation.
Thus, current researchers reasonably suggest that consumer decision-making practices will
have a significant impact on consumer brand orientation.
The results of previous studies provide valuable insights into consumer decision-making styles,
but very few studies have focused solely on the relationship between consumer decision-
making styles and consumer orientation towards local brands. Hanzaee and Aghasibeig (2008)
point out that there is no generally accepted model for understanding consumer buying styles
and many researchers use it as an integral tool for Sprolls and Kendall (1986) Expanded
Inventory of Consumer Styles (CSI). Was.

The importance of this study and the contribution of expected knowledge can be divided into
three parts. Overall, this study will focus on consumer CSI as an important development to
explore different contexts for analyzing consumer decision-making styles. It also aims to
provide recommendations for future research. This will contribute to a broader understanding
and application of the results of the study before considering these developments from a
theoretical point of view. From a practical standpoint, the purpose of this study is to provide
local marketers with guidance on identifying potential segments for ethnically targeted
promotions to enhance local consumer branding..
2.0 LITERATURE REVIEW
2.1 Consumer decision-making styles
As mentioned above, decision-making style is an important factor influencing a consumer's
purchase decision. Thus, the study of consumer decision-making styles can be divided into
three main approaches: the psychology/lifestyle approach, the consumer typography approach,
and the consumer characteristics approach. Psychology/lifestyle based approaches cover many
aspects of consumer behavior. The consumer typographic approach identifies the consumer in
various categories, while the consumer characteristics approach focuses on various cognitive
aspects of consumer decision making.

According to Lysonksi et.al (1996), the customer characteristics approach is the most important
and comprehensive of the three approaches. Therefore, this approach focuses on the
psychological orientation of the consumer when making decisions. In this way, decision-
making styles can be revealed by revealing the general direction of the buyer in their purchases
and purchases. The study of major shopper decision-making styles in the consumer behavior
literature has a long history dating back to the 1950s. Most of these studies have shown that all
consumers have access to purchases with some of the decision-making characteristics
embedded in the creation of consumer behavior. consumer decision-making styles. Previous
research has identified several notable features of consumer decision-making behavior (eg,
Dorton & Reynolds 1971; Sprolls & Kendall 1986; Hofstrom et al. 1992; Durvasala et al. 1993;
Licensky et al. 1904; M 20096; id.). . categorize them broadly based on patronage, client
decision-making styles, and information-seeking behavior.

As part of a consumer perspective approach, Sprolls (1985) developed a tool to describe

consumer decision-making styles. The device contained 50 items and was accompanied by
positive customer discovery and shopping guidance. Data were collected from 111
undergraduate students at the University of Arizona. Using factor analysis technology, Sprolls
identified six stylistic characteristics of customer decision making, namely: Excellence, Sense
of Value, Sense of Brand, Sense of Innovative Fashion, Shopping Avoidance, Time Saving,
and Confusing Decision Makers. Sprolls & Kendall improved inventory and created a complex
scale called the Consumer Style Inventory (CSI) in 1986. The CSI consisted of 40 items about
the client's decision style.
The device was distributed to 482 students in 29 home economics classes at five high schools
in Dusen, Arizona. The device measures eight psychological characteristics: consumer
decision, excellence, brand sense, novelty and fashion sense, entertainment sense, price,
excitement sense, high choice and brand affiliation, and habitual confusion.

According to Sprolls and Kendall (1986), high-quality consumers carefully and consistently
seek out the highest quality products, while brand-conscious people buy the most expensive
and well-known brands. On the other hand, consumers who are passionate about innovation
and fashion want to enjoy the invention of new and innovative products. On the other hand,
Sprolls and Kendall (1986) note that those who are familiar with entertainment and shopping
view shopping as an enjoyable activity that goes hand in hand with entertainment. However,
price-sensitive consumers are looking for the best value for money. In addition, these
researchers found that anxious consumers never plan their purchases and tend to buy right
away. Consumers, confused by the large selection, can choose from a variety of brands and
stores and learn more about the market. CSI, Sproles and Kendall (1986) Final Solution Style
Recommended by loyal customers with favorite brands and stores.

Since the introduction of the eight decision styles described above, many consumer behavior
researchers use CSI as a tool for analyzing consumer purchasing behavior. According to
empirical research in various sociocultural contexts, CSI products are loaded with various
factors, and additional decision-making methods have also been identified. Although many
researchers have argued that the CSI device defect has not been confirmed by previous studies
(eg, Yasin, 2009; Canabal, 2002), many previous authors have recognized CSI as a reliable
measure for analyzing consumer purchasing behavior in various areas. contexts around the
market. Peace.
2.2 CSI adoptability in cross cultural perspectives

The development of the CSI marked a major turning point in consumer decision research. The
CSI provided a good basis for comparing results with previous studies (eg, Hoffstrom et al.,
1992; Durvasula et al., 1993; Lysansky et al., 1996; Walsh et al., 2001). In addition, the tool
helps to minimize differences between different countries and cultures and to identify
differences in decision-making styles. As a result, Malin et al. (1993) noted that the size and
reliability of the CSI were acceptable in New Zealand conditions. They found eight consumer
decision-making styles similar to the original levels of CSI. A study by Hafstrom et al. (1992)
found that seven of the eight Sproles and Kendall CSI factors were present in Korean
consumers. Awareness of innovation and fashion was not confirmed in the study. The
researchers link a potential link between "brand awareness" and "fashion sense" among
younger Korean consumers. An additional factor is called "time-energy consumer". Lysonski
et.al (1996) also argued that the eight-factor solution is difficult to define for Greek and Indian
consumers and is applicable to New Zealand and US contexts. In addition, Walsh et al (2001)
found that only six consumer decision-making styles have developed in Germany. According
to Mitchell and Bates (1998), inventory is important for assessing cultural differences and
generating meaningful results. But they were skeptical about the possibility of generalizing the
results of early CSI research across cultures. Regarding the relevance of CSI in developing
countries, Fan and Xiao (1998) studied CSI in the Chinese context and found that only five
decision-making styles are appropriate for young Chinese consumers.

In addition, they concluded that China's consumer goods markets are different from those of
the US and Korea. Therefore, it is possible to highlight some limitations regarding the
standardization of goods in these countries. Kanapal (2002) formulated five definitive styles of
empirical research in South India. Current researchers have noted that CSI can be used in both
developed and developing countries to explore consumer decision making patterns based on
the results of previous empirical research.
2.3. Consumer ethnocentrism and domestic brand biasness
Ethnocentrism was founded by William G. in the early 19th century. This is a sociological
phenomenon discovered by Sumner (1906). Initially, this concept was mentioned in order to
distinguish one group from another. According to Grisham (1906), racial centralism is the
technical name for the idea that "one's own group is the center of everything, and everything
else is measured and standardized by it." Race, on the other hand, is the way of life, values,
ethics, customs, and ways of surviving within the group itself (Columbia Encyclopedia, 2011).
Therefore, it can be further explained as the tendency of people to believe that their culture or
ethnic group is superior to others and that all other groups are judged according to their group's
cultural and social values. According to Adorno et al. (1950), racial centralism can be seen as
"racial centralism" and the difficulty of accepting equal cultural or social values while rejecting
anything that differs in cultural or social values. In general, a person with a high racial
orientation can determine their own cultural dimensions, such as language, behavior, customs,
and other related religious groups.

Although the above concept was first developed from a sociological perspective, it later
evolved into a psychosocial framework more suited to individual personality systems and
cultural and social analysis in general (Levine & Campbell, 1972). From a broader point of
view, people in different countries value their products more than those of other countries, and
use their products more than foreign ones. Analyzing racism with consumer behavior in terms
of consumer economic behavior leads to "consumer racism (CE)". In general, the EU expresses
its intention to buy home-produced goods rather than goods from countries considered different
from the country of origin (Keynok & Cara, 2002). In addition, CE questions the
appropriateness of favoring foreign-produced goods over domestic goods (Shimp and Sharma,
1987). Higher ethnic groups view their national values and symbols as a source of pride, often
belittling the values of others and intolerant of the cultural differences of other nations (Luke-
Martinez et al., 2000). According to Shimb and Sharma (1987), consumers of high ethnicity
believe that the purchase of foreign goods will negatively affect the economy of the country of
origin.
From the previous discussion, it can be argued ideologically that ETT is beneficially associated
with the purchase or evaluation of local products. On the other hand, this can lead to consumers
rejecting or negatively evaluating foreign products. According to Shankarmakesh (2006),
previous researchers have provided various working definitions of the possible effects of CE.
This decision has been applied by previous researchers in a variety of ways, including attitudes
towards buying foreign goods (Sharma et al., 1995), desire to buy foreign goods (Klein et al.,
1998, Suh and Kwon, 2002), and deliberate intent to buy foreign goods. purchase . Local
production (Han 1988), willingness to buy local products (Olsen et al., 1993; Wang and Chen,
2004), willingness to buy foreign goods (Klein et al., 1998), positive assessment of the quality
of local products (Chryssochoidis et al., 2007), local brand preference (Sie-mieniako et al.,
2011), local brand affiliation (Vida et al., 2008), support for foreign retailers (Zarkada-Fraser
& Fraser, 2002) and visiting cultural sites. income from the products of local craftsmen and
artists (Kottasz and Bennett, 2005) (Orbaiz and Papadopoulos, 2003). Although previous
authors have presented some of the effects of CE, they have all emphasized ETC to some
extent. Putty helps to increase brand affiliation.

From the above, it should be noted that EC naturally stimulates consumer preference for home-
cooked products. In addition, consumers have adopted many decision-making styles when
making purchasing decisions. However, the most important questions are whether Czech
consumers adhere to all of the decision-making styles proposed by Sprolls and Kendall (1986)
and whether local brand bias among Czechs varies within these behaviors..
3.0 CONCEPTUAL FRAMEWORK

The high-quality conscious and

brand conscious Czech consumers

The fashion conciseness, brand loyal

and impulsive Czech consumers

The price conscious Czech Biased Towards Domestic Brands

consumers

The confused by over choice Czech

consumers

The recreational/hedonistic
orientated Czech consumers

4.0 RESEARCH MEASURES

According to Hersey (1992), consumers value foreign products more than local ones. Many
researchers argue that in the absence of product information, consumers in developed countries
generally prefer locally produced products (eg Damanpour, 1993; Elliott and Camoron, 1994).
In addition, Morganosky and Lazarde (1987) note that the perceived quality of imported goods
is lower than that of domestic goods in developed countries. Toyne and Walters (1989) argue
that there is a positive correlation between GDP estimates and a country's economic growth. In
contrast, consumers in developing countries prefer imported products (Agbonifoh and
Elimimian, 1999; Wang et al., 2000). Therefore, Byron (2000) argued that consumers show a
different consumption pattern when they buy foreign goods. McDonald's (1994) further argues
that healthy consumers tend to purchase imported goods to satisfy social factors rather than the
economic or physical use of the goods. And Wang et al. (2002) argue that brand perception is
becoming an increasingly important factor among consumers willing to buy foreign products.
In addition, Wang et al. (2002) practically proved that consumers who want to buy imported
goods exhibit high quality abstraction, brand abstraction, fashion abstraction, passion and
brand loyalty. However, they are confused by the low price and huge selection. There is no
correlation between preferences for foreign goods and consumer satisfaction and luxury
orientation. Based on empirical results, Kaynak and Kara (2001) argue that they are more
fashion-oriented and consumer-oriented. In addition, Kucucekemiroglu (1999) investigated
whether Turkish consumers' attitudes towards fashion and preoccupation with leadership were
negatively correlated with TSC. Based on the discussion above, the researchers put forward
five hypotheses to determine the relationship between decision-making styles and consumer
orientation towards local brands. According to Herche (1992), consumers value foreign goods
more than local ones. Many researchers argue that in the absence of product information,
consumers in developed countries generally prefer locally produced products (eg Damanpour,
1993; Elliott and Camoron, 1994). In addition, Morganosky and Lazarde (1987) note that the
perceived quality of imported goods is lower than that of domestic goods in developed
countries. Toyne and Walters (1989) argue that there is a positive correlation between GDP
estimates and a country's economic growth. In contrast, consumers in developing countries
prefer imported products (Agbonifoh and Elimimian, 1999; Wang et al., 2000). Therefore,
Byron (2000) argued that consumers show a different consumption pattern when they buy
foreign goods. McDonald's (1994) further argues that healthy consumers tend to purchase
imported goods to satisfy social factors rather than the economic or physical use of the goods.
And Wang et al. (2002) argue that brand perception is becoming an increasingly important
factor among consumers willing to buy foreign products. In addition, Wang et al. (2002)
practically proved that consumers who want to buy imported goods exhibit high quality
abstraction, brand abstraction, fashion abstraction, passion and brand loyalty. However, they
are confused by the low price and huge selection. There is no correlation between preferences
for foreign goods and consumer satisfaction and luxury orientation. Based on empirical results,
Kaynak and Kara (2001) argue that they are more fashion-oriented and consumer-oriented. In
addition, Kucucekemiroglu (1999) investigated whether Turkish consumers' attitudes towards
fashion and preoccupation with leadership were negatively correlated with TSC. Based on the
discussion above, the researchers put forward five hypotheses to determine the relationship
between decision-making styles and consumer orientation towards local brands..
CONCLUSION
The current research focuses primarily on the decision-making styles of customers and their
affiliation with local brands. Empirical evidence supports three hypotheses and refutes both
hypotheses. Thus, it shows that consumers who are more fashion oriented, less interested in
entertainment, less racing oriented and more price conscious are more likely to buy local
brands. It should also be noted that consumer characteristics such as perceptions of quality,
brand perceptions, and over-choice confusion do not significantly affect consumer-facing
brand perceptions and preferences. However, there is no consistent and brand-friendly
consumer behavior among consumers. These results are supported by the evidence and theories
from previous studies. For example, some researchers (e.g. some authors (e.g. Wang et al.,
2002) have a quality and brand image that represents people from high-income groups and
show little affinity for local brands. It can also be reasonably assumed that that the average
consumer belongs to a low-income and less educated group.As a result, the results of the study
will force local marketers to reconsider their current marketing strategies.The appeal of ethnic
brands should be used to attract more buyers, especially in areas where local merchants enter
local business.In addition, the results of the research can be used to differentiate and position
your products in the local market.
In addition, future studies could explore the impact of consumer decision-making styles in the
country of origin of imported goods.
REFERENCES
Adorno, T. W., Frenkel-Brunswik, E., Levinson, D. J., & Sanford, R. N. (1950). The
authoritarian personality. NY: Harper & Row.
Agbonifoh, B. A., & Elimimian, J. U. (1999). Attitudes of developing countries towards
‘country-of-origin’ products in an era of multiple brands. Journal of International Consumer
Marketing, 11(4), 97-116. http://dx.doi.org/10.1177/097226290601000306
Canabal, M.E. (2002), Decision Making Styles of Young South Indian Consumers: An
Exploratory Study. College Student Journal, 36(1), 12-20. http://dx.doi.org/10.5296/jmr.
v4i2.1222
Cheng-Lu Wang, Noel Y.M. Siu, & Alice S.Y. Hui. (2004). Consumer decision-making
styles on domestic and imported brand clothing. European Journal of Marketing, 38(1/2), 239-
252. http://dx.doi.org/10.1108/03090560410511212
Chryssochoidis G, Krystallis A, & Perreas P. (2007). Ethnocentric beliefs and country- of-
origin (COO) effect: impact of country, product and product attributes on Greek
consumers’ evaluation of food products. European Journal of Marketing, 41(11/12), 1518-
1544. http://dx.doi.org/10.1108/03090560710821288
Damanpour, F. (1993). Temporal shifts of developed country-images: a 20 year view. In Papadopoulos, N. and
Heslop, L.A. (Eds.), Product-Country Images: Impact and Role in International Marketing. International
Business Press, New York, NY.
Darden, W. R., & Reynolds, F. D. (1971). Shopping orientations and product usage rates.Journal
of Marketing Research, 8(4), 505-508. http://dx.doi.org/10.2307/3150244
Durvasula, S., Lysonki, S., & Andrews, J. (1993). Cross cultural generalisability of a scale for
profiling consumers decision making Styles. Journal of Consumer Affairs, 27(1), 33-75.
http://dx.doi.org/10.1111/j.1745-6606.1993.tb00737
Fan, J. X., & Xiao, J. J. (1998). Consumer decision making styles of young-adult Chinese.
Journal of Consumer Affairs, 32(2), 275-294. http://dx.doi.org/10.1111/j.1745-6606.1998.
tb00410.x
George, D., & Mallery, P. (2003). SPSS for Windows step by step: A simple guide and reference.
Boston: Allyn & Bacon.
Hafstrom, Jeanne J., Jung Sook Chae, & Young Sook Chung (1992). Consumer decision-
making styles: comparison between United States and Korean Young Consumers. The Journal
of Consumer Affairs, 26(1), 146-158. http://dx.doi.org/10.1111/j.1745-6606.1992. tb00020.x
Han, C.M. (1988). The role of consumer patriotism in the choice of domestic versus foreign
products. Journal of Advertising Research, June/July, 25-32.
Hanzaee, K.H., & Aghasibeig, S. (2008). Generation Y female and male decision-making styles
in Iran: are they different? International Review of Retail, Distribution & Consumer Research, 18(5),
521-537. http://dx.doi.org/10.1080/09593960802573443
Herche, J. (1992). A note on the predictive validity of the CETSCALE. Journal of the Academy of
Marketing Science, 20(Summer), 261-274.
Kaynak, E., & Kara, A. (2002). Consumer perceptions of foreign products. European Journalof
Marketing, 36(7/8), 928-949. http://dx.doi.org/10.1108/02651330810887477
Klein, J.G., Ettenson, R., & Morris, M. (1998). The animosity model of foreign product
purchase: an empirical test in the People’s Republic of China. Journal of Marketing, 62(1), 89-
100. http://dx.doi.org/10.2307/1251805
Kottasz. R., & Bennett, R. (2005). The impact of ethnocentrism on perceived reputation and
emotional liking of artworks: A comparative analysis. International Review on Public and Nonprofit
Marketing, 2(2), 9-21. http://dx.doi.org/10.1017/S0140525X0999152X
Kucukemiroglu, O. (1999). Market segmentation by using consumer lifestyle dimensions
and ethnocentrism: an empirical study. European Journal of Marketing, 33(5/6), 470-487.
http://dx.doi.org/10.1108/17554191211274776
Levine, R.A., & Campbell, D.T. (1972). Ethnocentrism: Theories of Conflict, Ethnic Attitudes, and
Group Behavior. New York: Wiley.
Luque-Martinez, T., Ibanez-Zapata, J. A., & Barrio-Garcia, S. (2000). Consumer
ethnocentrism measurement:an assessment of the reliability and validity of the
CETSCALE in Spain. European Journal of Marketing, 34(11/12), 1353-1373. http://dx.doi.
org/10.1108/03090560010348498
Lysonski, S., Durvasula, S., & Zotos, Y (1996), Consumer decision making styles: A multi
country investigation. European Journal of Marketing, 30(12), 10-21.
http://dx.doi.org/10.1108/03090569610153273