What are Decision Making Styles for International Apparel Brands in a Large Emerging Market?

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De Mattos, Claudio; Salciuviene, Laura; Auruskeviciene, Vilte; Juneja, Garima;
(2015)
  • Publisher: Elsevier BV
  • Journal: Procedia - Social and Behavioral Sciences,volume 213,pages683-686 (issn: 1877-0428)
  • Publisher copyright policies & self-archiving
  • Related identifiers: doi: 10.1016/j.sbspro.2015.11.481
  • Subject: Marketing | Business and International Management | Consumer decision making styles | International apparel brands | /dk/atira/pure/subjectarea/asjc/1400/1406 | Large emerging Indian market | /dk/atira/pure/subjectarea/asjc/1400/1403

The main purpose of the paper is to identify consumer decision making styles based on Sproles & Kendall's (1986) framework in a large emerging market for international apparel brands. An online questionnaire-based survey with individual Indian consumers was conducte... View more
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