Apparel clothing reference points for important shopping occasions and decision-making styles of Greek college students
The current study conceptualized the categories of consumer referents, concerning how they form their consumption preferences by elaborating reference points, in order to be better informed on items for a measurement scale. In addition the current study conceptualized the categories of shopping orientations (or decision-making styles) of Greek college students, as they better represent how consumers behave, act and make decisions. In the initial purification stage (i.e. pilot test, n=330), principal component analysis, with a varimax and oblique rotation was developed. In the fmal purification stage with a new data set (i.e. primary survey, n=556), confirmatory factor analysis was performed to examine the factors that define the two measurement models. Furthermore the methodology of Pearson's correlation helped in checking the potential relationships between those two scales. The results of the conceptualization of consumer referents produced a model made up of seven dimensions. These are: Explicit referents (Brand, Price and Store), and Implicit referents (PersonaL Financial, Social and Cultural). Furthermore the conceptualization of the decision-making styles inventory helped in analysing the utilization of consumers' referents. The results contributed to the identification of Greek college students' decision-making styles. The final model of the CSI produced six highly correlated dimensions: 1. Perfectionist, high quality conscious, 2. Recreational conscious, 3. Brand conscious, 4. Novelty conscious, 5. Impulsive conscious, and 6. Confused by over-choice. The technique of Pearson's correlation helped in analysing the effects of the six decision-making traits on the selected categorization of reference points (i.e. the seven categories of referents). The main findings suggest that consumers use reference points based on their distinct shopping orientations. As a whole the findings from this research offer new insights to marketing managers and research practitioners in analysing consumers' apparel consumption decision-making patterns. A summary, discussion of the results and recommendations for further research are proposed.
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