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Differences in consumer decision-making styles among selected south-east European countries

Ivan-Damir Anić orcid id
Anita Ciunova-Shuleska
Sunčana Piri Rajh
Edo Rajh
Arnela Bevanda

Puni tekst: engleski pdf 1.299 Kb


str. 665-681

preuzimanja: 845



Fast changes in retailing and complex consumer decision-making
processes have increased the need for additional investigation of
differences and similarities in consumer decision-making styles
(CDMS) in various countries. This paper tests the reliability and validity of Sproles and Kendall’s Consumer Style Inventory (CSI) instrument, identifies and compares CDMS in Croatia, Bosnia and Herzegovina and Macedonia (FYR). Data obtained from surveys conducted among university students in observed countries (n = 1.206) were analysed by using exploratory and confirmatory factor analyses and the analysis of variance (ANOVA). The results provided support for six factors, which means that the original US eight-model cannot be fully applied in this region. Croatian consumers are the least brand-conscious and novelty-fashion conscious. Macedonian consumers are the most quality-conscious, brand-conscious, novelty-fashion conscious, recreational shopping conscious and brand-loyal, while Bosnian consumers are the most confused by overchoice. The traits of price consciousness and impulsiveness were not tested because of lack of reliability among items. The paper provides guidelines for marketers on how to position and more effectively advertise their products and services in analysed countries.

Ključne riječi

Consumer decision-making styles; CSI instrument; crosscultural differences; southeast European countries

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