Consumer innovativeness and consumer decision styles: a confirmatory and segmentation analysis

  title={Consumer innovativeness and consumer decision styles: a confirmatory and segmentation analysis},
  author={Anubhav A. Mishra},
  journal={The International Review of Retail, Distribution and Consumer Research},
  pages={35 - 54}
  • Anubhav A. Mishra
  • Published 1 January 2015
  • Business
  • The International Review of Retail, Distribution and Consumer Research
Consumer decision styles (CDS) are important for marketers because they determine consumer behaviours that are relatively stable over time and hence are useful for market segmentation. The study has confirmed the existence of the original US characteristics as well as put forward two new characteristics specific to the Indian context, namely, ‘dissatisfied shopping consciousness’ and ‘store loyal’. Thereafter, a multi-step cluster analysis was employed to classify the respondents into groups… 
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