Consumer decision-making styles in food purchase
This study sets out to identify consumer shopping behaviour and classify consumers into segments based on their food shopping behaviour. Data were collected from a random sample of 490 respondents. The sample was drawn proportionate to population size from seven southeastern states of the U.S. A modified version of Consumer Style Inventory (CSI), which consisted of 30 items taken from Sproles and Kendall (1) and 13 items from Tai (2); Hou and Lin (3) was used to collect the data. Factor analysis identified 11 dimensions that affect food shopping behaviour. Subsequent cluster analysis isolated four distinct consumer segments: labelled as diverse (47.98%), value-loyal (16.84%), emotional (21.75%) and high conscious (13.43%) consumers. These findings support targeting educational programs to encourage adoption of healthier shopping and dietary habits.
Consumer decision-making style is defined as mental orientations that characterize a consumer’s approach to making consumer choices (1). Decision-making styles can be characterized by the following approaches: The lifestyle (psychographic) approach, which identifies various psychological characteristics that drive consumer choices, general lifestyle activities, interests, and opinions; the consumer typology approach, which defines general consumer types; and the consumer characteristic approach, which emphasizes cognitive and affective mental orientations (1, 4, 5). Sproles and Kendall (1) view decision-making style as a “basic consumer personality”, analogous to the concept of personality in psychology (p. 268).
The goal of this study is to apply dimensions of consumer decision-making style or “shopping personality”, as it relates to food shopping behaviour, to divide consumers into segments based on their decision making styles. Since a key factor in consumers’ shopping behaviour is their decision-making style, the food shopping decisions that consumers make have a direct impact on their nutritional status and levels of ...