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- Title
A Confirmatory Factor Analysis of Teenage Consumer Styles Inventory: Evidence from India.
- Authors
Chaudhary, Sartaj; Dey, Ajoy Kumar
- Abstract
The purpose of this paper is to determine the consumer decision making styles of Indian teenagers by testing the validity and reliability of revised Sproles and Kendall's Consumer style inventory scale. Applying multistage cluster sampling responses of 1216 students of 13 to 18 years of age studying in six CBSE schools in NCR were collected. Factors were extracted through exploratory factor analysis. The reliability of the scale was tested through Cronbach's alpha. The unidimensionality and construct validity (convergent and discriminant) of the scale was tested through confirmatory factor analysis. As compared to Sproles and Kendall's (1986) findings, Indian teenagers displayed different characteristics of consumer decision making styles. Although most of the studies across cultures are mere replication of the Sproles and Kendall's (1986) eight factor CSI, none have questioned the validity and reliability in Indian context. This study contributes to the body of literature by testing whether this scale can be applied for measuring the consumer decision making styles of teenagers in India. It has practical implications for marketers who wish to optimise outcome by devising marketing strategies aligned to the decision making styles of teenagers as consumers.
- Subjects
TEENAGE consumers; DECISION making; SCALE analysis (Psychology); CLUSTER sampling; EXPLORATORY factor analysis; CRONBACH'S alpha
- Publication
Amity Business Review, 2016, Vol 17, Issue 1, p31
- ISSN
0972-2343
- Publication type
Article