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THE DETERMINANTS OF CONSUMER DECISION-MAKING STYLES IN BOTSWANA

SANGODOYIN, OLURANTI OLUKEMI (2011) THE DETERMINANTS OF CONSUMER DECISION-MAKING STYLES IN BOTSWANA. In: THE INTERNATIONAL CONFERENCE ON BUSINESS INNOVATION AND GROWTH , UNIVERSITY OF BOTSWANA, 13-15 JULY 2011, BOTSWANA.

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Abstract

The consumer purchasing behaviour is quite an ambiguous process and the problem-solving way provides him/her with developing a style. Previous studies in marketing have concentrated mostly on decision-making styles in the developed countries. Key decision-making styles which have received significant attention of researchers are related to the consumer characteristic approach which advocates that consumer decision-making styles are influenced by consumer traits. The major consumer decision-making characteristics identified in different studies are perfectionist, high-quality consciousness, brand consciousness, price-value consciousness, impulsiveness, recreational-hedonistic, habitual, brand-loyalty and store loyalty. However, there is dearth of research on how consumers in developing nations in Africa have used decision making styles in dealing with complexities of store and product choice. Available studies on the link between decision- making styles and determinant factors have been considered only on one variable at a time. This paper will focus on how consumers in Botswana are influenced by factors such as cultural values, interpersonal influence and demographic variables in their purchasing decision-making styles.

Item Type: Conference or Workshop Item (Paper)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Depositing User: Dr Oluranti Olukemi Sangodoyin
Date Deposited: 16 Jan 2020 15:13
Last Modified: 16 Jan 2020 15:13
URI: http://ir.tech-u.edu.ng/id/eprint/672

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