Decision Making Styles of Working Women in Buying Apparel - An Empirical Study

Abstract

Number of working women is increasing in India. It is important to study the buying behavior of working women. This study is an attempt to investigate the consumer decision making styles of working women. The consumer decisionmaking process is a complex phenomenon. The purchase of goods or services includes a number of factors that could affect each decision. Decision making is more complex and even more important for consumers today than in the past.

The sample included 86 working women. The Consumers decision making styles were identified by a structure questionnaire and captured in nine styles by conducting factor analysis. These styles were shopping enjoyment, habitual buying, fashion consciousness, perfectionist, quality consciousness, brand consciousness, confused by over choice, impulse buying and store loyalty.