An Investigation of Consumer Decision-Making Styles of Young-Adults in Malaysia

Safiek Mokhlis


The purpose of this exploratory study was to investigate the consumer decision-making styles of young-adults in Malaysia. Exploratory factor analysis was conducted to determine the dimensions considered by young-adults in their transactions in the market. Seven reliable factors and their corresponding decision-making styles were identified: Novelty, Brand Conscious Consumer; Perfectionistic, High-Quality Conscious Consumer; Confused by Overchoice; Recreational, Hedonistic Consumer; Impulsive, Careless Consumer; Variety-Seeking and Habitual, Brand-Loyal. Comparison was made with other studies to identify differences and similarities of consumer style factor structures across different countries.

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