Swot Analysis Of Sproles

According to Sproles and Kendall (1986: 268), consumer decision-making style is defined as “a mental orientation characterizing a consumer’s approach to making choices”. The consumer decision-making is analyzed on three aspects (Sproles and Kendall, 1986): 1) consumer typology approach (Darden and Ashton, 1975; Moschis, 1976), 2) psychographic/lifestyle approach (Lastovicka, 1982; Wells, 1975), and 3) consumer characteristics approach (Sproles, 1985; Sproles and Kendall, 1986; Sproles and Sproles, 1990). Related to consumer decision making, in one of the initial studies conducted by Stone (1954), shopper orientation typologies have been analyzed and categorized into four types: 1) economic shopper, 2) personalizing shopper, 3) ethical shopper,

CSI has also been widely applied in other cultures. Hafstrom, Chae and Chung (1992) compared the decision-making styles of Korean and American consumer via CSI and in this study “novelty-fashion conscious consumers” has not been confirmed but “time-energy conserving” has been found as a new decision trait. It is stated that Korean consumers are more brand conscious, perfectionist and recreational than American consumers. Durvasula, Lysonski and Andrews (1993) applied CSI on consumers in New Zealand and confirmed the applicability of CSI in other cultures. Lysonski, Durvasula, and Zotos (1996) analyzed consumer decision-making styles of consumers in four countries (USA, New Zealand, Greece, India) and revealed three common factors; brand conscious consumers, novelty/fashion conscious consumers, habitual, brand loyal consumers for these countries but also mentioned about the cultural sensitivity of the scale. Fan and Xiao (1998) compared the findings of Sproles and Kendall (1986)’s study conducted in USA and Hafstrom et.al. (1992)’s study conducted in Korea with Chinese consumer decision-making styles and found that the factors “impulsive, careless consumers”, “habitual, brand loyal consumers” did not reflect Chinese consumers. Mitchell and Bates (1998) applied CSI on 401 undergraduate students and added