| dc.description.abstract | Edy Asrina Putra (2006) "AN ANALYSIS OF THE APPLICABILITY OF THE
CONSUMER STYLE INVENTORY (CSI) IN IDENTIFYING CONSUMER
DECISION-MAKING STYLES OF HIGH SCHOOL STUDENTS IN
YOGYAKARTA." Yogyakarta: Faculty of Economics, Department of
Management, International Program, Universitas Islam Indonesia.
AConsumer decision-making style, as Sproles and Kendall (1986:268) put
it, is 'a mental orientation characterizing a consumer's approach to making
choices." In general, there are three kinds of approaches in learning consumer
decision-making styles. Those three approaches are the psychographic/lifestyle
approach, the consumer typology approach, and the consumer characteristics
approach. These three approaches possess the same assumption that consumers
own basic decision-making styles related to shopping and buying.
In 1985, George B. Sproles developed an instrument offifty items that were
used to measure general orientations concerning shopping and buying. Sproles'
study (1985) is regarded as the origin ofthe consumer characteristics approach. In
1986, Sproles and Elizabeth L. Kendall developed a forty-item instrument that
was derived from the original fifty-item in Sproles' study in 1985. The forty-item
instrument is called the Consumer Style Inventory (CSI). They conducted a
research with a sample of America's high school students. As a result they
identified eight mental characteristics ofconsumer decision-making.
The current study's objectives are to identify decision-making styles of
Yogyakarta city's high schools students, to investigate the applicability ofthe CSI
in identifying decision-making styles of Yogyakarta city's students, and to
compare their decision-making styles with their counterparts in America. The
sample is taken from three public high schools in Yogyakarta city. The data are
collected by using questionnaires that consist offorty items that have been used in
Sproles and Kendall's study (1986). The data analysis techniques used in this
study are similar to those used by Sproles and Kendall (1986). This study finds
eight decision-making styles, five of them have been found by Sproles and
Kendall (1986). Those five styles are perfectionistic, high-quality conscious;
brand conscious; novelty-fashion conscious; price-value conscious; and habitual
brand-loyal. However, price-value conscious style has a low Cronbach's alpha,
indicating that this style may not really exist in the sample of Yogyakarta city's
students. The study also discovers three newly identified decision-making styles
namely careful; time conserving; and confused, value conscious. However, only
careful style that has asignificant Cronbach's alpha.
The fact, that some decision-making styles cannot be confirmed in the
current study and the finding ofnewly identified styles, indicates that the CSI is
not fully applicable to identify decision-making styles ofYogyakarta city's high
school students. | en_US |
