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- Title
Consumer Decision-Making Styles for Sport Apparel: Gender Comparisons between College Consumers.
- Authors
Sungwon Bae; Miller, John
- Abstract
The purpose of this study was to identify the decision-making styles of college students for sports apparel. Modifying the Consumer Style Inventory (CSI) developed by Sproles and Kendall (1986), a quantitative research design was developed to analyze the effect of seven factors. Eight-hundred and twenty-two subjects composed of 376 male and 446 female college students enrolled at three public universities. The results indicated that male and female college-aged consumers had different decision-making styles in relation to fashion, impulse, and brand consciousness. There were, however, no statistically significant differences between college classifications or interactions between gender and college classifications.
- Subjects
DECISION making; QUALITATIVE research; COLLEGE students; RESEARCH; CONSUMER behavior; UNIVERSITIES &; colleges; SPORTSWEAR
- Publication
ICHPER-SD Journal of Research in Health, Physical Education, Recreation, Sport & Dance, 2009, Vol 4, Issue 1, p40
- ISSN
1930-4595
- Publication type
Article