Document Type : Research Paper
Authors
1 Ph.D. Student in Sports Management, Azad University, Central Tehran Branch
2 Professor of Sport Management, Islamic Azad University, Central Tehran Branch
3 Associate Professor of Sport Management, Islamic Azad University, Central Tehran Branch
Abstract
In order to effectively carry out market-side strategies and succeed in marketing, a marketer must be aware of the factors affecting consumer purchase decision-making. Young consumers in the student age group form a major part of the market. The present paper aims at the development and validation of a purchasing style evaluation scale based on the Sporles and Kendal model (1986). To this aim, 377 physical education and sports science students randomly completed the purchasing style evaluation scale developed for sports products, which included new sub-scales for religion and politics. The validity of the scale structure was confirmed by the findings of exploratory factor analysis with respect to the ratio of the chi-square index to the degree of freedom and other indicators. Generally, the findings showed that some buyers prefer to buy products from their own country because of their sense of interest and loyalty to their homeland or because of the perceived quality of domestic products. Also, religious values affect the personality of the consumer and, therefore, their beliefs, values and attitudes tend to affect the behaviors and choices of consumers. We can use this scale in light of the importance of the sub-scales of religion and politics when assessing the purchasing style of sports products consumers.
Keywords
Main Subjects
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11. Choi, S. M., Lee, W., & Kim, H. (2005). Lessons from the rich and famous: A cross-cultural comparison of celebrity endorsement in advertising. Journal of Advertising, 34 (2), 85-98.
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30. Husnain, M., & Akhtar, M. W. (2016). Impact of branding on impulse buying behavior: Evidence from FMCG's sector Pakistan. International Journal of Business Administration, 7(1), 59-71.
31. James, M. S. (2004). The use of celebrities in advertising high teach productcts: Technology associations impact on advertising effectiveness. Doctoral dissertation, George Washington University,
32. Jezni, N, Azizi S, Halawi A (2010). Customer Decision Making Styles Based on the Sprols and Kendall Model. Business Management Perspective, 3.
33. Kapriani, Zain, M.Y., Lewangka, O., & Fattah, S. (2014). The influence of religious values, social factor and service quality in individual customer decision using Murabahah financial on Islamic Bank, Indonesia. International Journal of Scientific & Technology Research, 3(12), 184-201.
34. Kavas, A., & Yeşilada, F. (2007). Decision making styles of young Turkish consumers. European Journal of Economics, Finance and Administrative Sciences, 9(3), 73-85.
35. Kaushal, S. K. (2014). Confirmatory factor analysis: An empirical study of the four- wheeler car buyer’s purchasing behavior. International Journal on Global Business Management and Research, 2(2).
36. Kavas, A., & Yeşilada, F. (2007). Decision making styles of young Turkish consumers. European Journal of Economics, Finance and Administrative Sciences, 9(Nov), 73-85.
37. Khan, M. T., Humayun, A. A., & Sajjad, M. (2015). Factors affecting impulse buying and percentage of impulse buying in total purchasing. Business and Management, 7(1), 341-56.
38. Kim. H, S. H. (2006). Using hedonic and utilitarian shopping motivations to profile inner city consumers. Journal of Shopping Center Research, 13(1), 96-117.
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40. Lam, E., Li, T., Huang, G., Ausherman, J., Pearson, D. (2014). Consumer Decision-Making Styles in Sport Products: Gender and Age Group Differences. North American Society for Sport Management Conference.
41. Lin, H., & Wang, Y. (2006). An examination of the determinants of customer loyalty in mobile commerce contexts. Information & Management Journal, 43(3), 223-31.
42. Li, T., Lam, E., Ausherman, J., Huang, G. (2012). Purchaser Style of Chinese online Shoppers for Sport Products.
43. Mafini, C., & Dhurup, M. (2014). Assessing Consumer Purchasing Decision Styles: An Empirical Investigation from South Africa. International Business & Economics Research Journal. 13(4).
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45. Mitchell, V. W., & Bates, L. (1998). UK consumer decision-making styles. Journal of Marketing Management, 14, 199-225.
46. Mitchell, V. W., Walsh, G., & Yamin, M. (2005). Towards a conceptual model of consumer confusion. Advances in Consumer Research, 32(1), 143-50.
47. Momani, R. A. (2015). The impact of brand dimension on the purchasing decision making of the Jordanian consumer for shopping goods. International Journal of Business and Social Science, 6(7), 44-61.
48. Mueller, A., James, E., Mitchell, C. E., & de Martina, Z. (2010). Estimated prevalence of compulsive buying in Germany and its association with sociodemographic characteristics and depressive symptoms. Psychiatry Research, 10(11), 1-6.
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2. Alhabeeb, M. J. (2007). Consumers quest for product quality: An application of the signaling theory. Proceedings of the Academy of Marketing Studies, 12(1), 86-101.
3. Ashokkumar, D. (2016). Decision Making Behavior of youth towards organized fast food outlets: An empirical analysis. Journal of Business and Management, 78-89.
4. Awan, A. G., & Abbas, N. (2015). Impact of demographic factors on impulse Buying Behavior of Consumers in Multan-Pakistan. Journal of Business and Management, 7(22), 311-25.
5. Azizi, S., & Makkizadeh, V. (2012). Consumer decision making style: The Case of Iranian Young Consumers. Journal of Management Reseach, 4(2).
6. Bae, S., Lam, E. T., & Jackson, E. N. (2009). Development of the purchaser style inventory for sport products (PSISP). International Journal of Sport Management, 10(11), 151-68.
7. Bae, S., Pyun, D., & D.S.M, L. (2010). Consumer Decision-making Styles for Singaporean College Consumer: An Exploratory Study. Journal of Research, 5.
8. Bakewell, C., & Mitchell, V. W. (2006). Male versus female consumer decision making. Journal of Business Research, 59(6), 1297-300.
9. Broniarczyk, S. M. (2008). Product assortment and consumer psychology. Psychology & Marketing, 8 (3), 71-80.
10. Canabal, M. E. (2001). Decision making styles of young South Indian consumers: An exploratory study. College Student Journal, 36(1), 12-9.
11. Choi, S. M., Lee, W., & Kim, H. (2005). Lessons from the rich and famous: A cross-cultural comparison of celebrity endorsement in advertising. Journal of Advertising, 34 (2), 85-98.
12. Dos Santos, C. P., & Fernandes, D. V. D. H. (2006). Evaluation of the consumer style inventory (CSI) scale in the Brazilian context. Revista de Administracao Mackenzie, 7(2), 11-38.
13. Durvasula, S., Lysonski, S., & Andrews, J. C. (1993). Cross-cultural generalizability of a scale for profiling consumers’ decision-making styles. Journal of Consumer Affairs, 27(1), 55-65.
14. Eddie T.c., L., & Bae, J. (2013). Confirmatory factor analysis of the Purchaser Style Inventory for Sport Products (PSISP). Sport Management Review. 17(30), 254-64.
15. Ekhlasi, A., Vahid Moghadam, A., & Mirtababi. (2014). Investigating and identifying decision making styles of customer purchases based on the Sproles and Kendall model: The study of customers in the Tehran branch of chain stores. Commercial Reviews, 65(3), 1-3. (Persian).
16. Fan, J.X., & Xiao, J.J. (1988). Consumer decision making styles of young Chinese adults. Journal of Consumer Affairs, 32(2), 275-94.
17. Fasolo, B., Hertwig, R., Huber, M., & Ludwig, M. (2009). Size, entropy, and density: What is the difference that makes the difference between small and large real-world assortments. Psychology & Marketing, 26(3), 254-79.
18. Fianto, A. Y., Hadiwidjojo, D., & Aisjah, S. (2014). The influence of brand image on purchase behaviour through brand trust. Business Management and Strategy, 5(2), 268-81.
19. Funk, D. C. (2013). Consumer behavior in sport and event: Marketing action. F. Tojari, & Z. Abu Darda (translators). Tehran: Hatami Publishing. (Persian).
20. Gan, W. (2006). Effectiveness of celebrity endorsement advertising in Chinese marketplace (Doctoral dissertation). University of Nottingham, Nottingham, UK.
21. Gentina, E., Butori, R., Rose, G. M., & Bakir, A. (2014). How national culture impacts teenage shopping behavior: Comparing French and American consumers. Journal of Business Research, 67(7), 143-52.
22. Gunawardane N. R. (2015). Impact of brand equity towards purchasing decision: A situation on mobile telecommunication services of Sri Lanka. International Journal of Business and Management, 14(2), 116-29.
23. Hafstrom, J. L., Chae, J. S., & Chung, Y. S. (1992). Consumer decision making styles: Comparison between United States and Korean young consumers. Journal of Consumer Affairs, 26(1), 146-58.
24. Hassan, M. D. (2015). The influence of religiosity on Egyptian muslim youths’ attitude towards fashion. Journal of Islamic Marketing, 6(1), 1-18.
25. Hanzaee, K. H., & Aghasibeig, S. (2008). Generation Y female and male decision-making styles in Iran: Are they different? International Review of Retail, Distribution and Consumer Research, 18(5), 521-37.
26. Haynes, G. A. (2009). Testing the boundaries of the choice overload phenomenon: The effect of number of options and time pressure on decision difficulty and satisfaction. Psychology & Marketing, 26 (3), 204-12.
27. Hou, S. C., & Lin, Z. H. (2006). Shopping styles of working Taiwanese female. Proceedings, International Conference on Business and Information, Singapore, 12-14 July 2006.
28. Hair. J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th ed.). New Jersey: Prentice Hall, 9(3), 20-33.
29. Hou, S. C., & Lin, Z. H. (2006). Shopping styles of working Taiwanese female. Paper prented at the International Conference on Business and Information, Singapore.
30. Husnain, M., & Akhtar, M. W. (2016). Impact of branding on impulse buying behavior: Evidence from FMCG's sector Pakistan. International Journal of Business Administration, 7(1), 59-71.
31. James, M. S. (2004). The use of celebrities in advertising high teach productcts: Technology associations impact on advertising effectiveness. Doctoral dissertation, George Washington University,
32. Jezni, N, Azizi S, Halawi A (2010). Customer Decision Making Styles Based on the Sprols and Kendall Model. Business Management Perspective, 3.
33. Kapriani, Zain, M.Y., Lewangka, O., & Fattah, S. (2014). The influence of religious values, social factor and service quality in individual customer decision using Murabahah financial on Islamic Bank, Indonesia. International Journal of Scientific & Technology Research, 3(12), 184-201.
34. Kavas, A., & Yeşilada, F. (2007). Decision making styles of young Turkish consumers. European Journal of Economics, Finance and Administrative Sciences, 9(3), 73-85.
35. Kaushal, S. K. (2014). Confirmatory factor analysis: An empirical study of the four- wheeler car buyer’s purchasing behavior. International Journal on Global Business Management and Research, 2(2).
36. Kavas, A., & Yeşilada, F. (2007). Decision making styles of young Turkish consumers. European Journal of Economics, Finance and Administrative Sciences, 9(Nov), 73-85.
37. Khan, M. T., Humayun, A. A., & Sajjad, M. (2015). Factors affecting impulse buying and percentage of impulse buying in total purchasing. Business and Management, 7(1), 341-56.
38. Kim. H, S. H. (2006). Using hedonic and utilitarian shopping motivations to profile inner city consumers. Journal of Shopping Center Research, 13(1), 96-117.
39. Kinra, N. (2006). Effect of country of origin on foreign brand names in the Indian market. Marketing Intelligence & Planning, 24(1), 15-30.
40. Lam, E., Li, T., Huang, G., Ausherman, J., Pearson, D. (2014). Consumer Decision-Making Styles in Sport Products: Gender and Age Group Differences. North American Society for Sport Management Conference.
41. Lin, H., & Wang, Y. (2006). An examination of the determinants of customer loyalty in mobile commerce contexts. Information & Management Journal, 43(3), 223-31.
42. Li, T., Lam, E., Ausherman, J., Huang, G. (2012). Purchaser Style of Chinese online Shoppers for Sport Products.
43. Mafini, C., & Dhurup, M. (2014). Assessing Consumer Purchasing Decision Styles: An Empirical Investigation from South Africa. International Business & Economics Research Journal. 13(4).
44. Mattosa, C., Salciuvieneb, L., Auruskevicienec, V., & Juneja, G. (2015). What are decision making styles for international apparel brands in a large emerging market? Procedia - Social and Behavioral Sciences. 213. 683-6.
45. Mitchell, V. W., & Bates, L. (1998). UK consumer decision-making styles. Journal of Marketing Management, 14, 199-225.
46. Mitchell, V. W., Walsh, G., & Yamin, M. (2005). Towards a conceptual model of consumer confusion. Advances in Consumer Research, 32(1), 143-50.
47. Momani, R. A. (2015). The impact of brand dimension on the purchasing decision making of the Jordanian consumer for shopping goods. International Journal of Business and Social Science, 6(7), 44-61.
48. Mueller, A., James, E., Mitchell, C. E., & de Martina, Z. (2010). Estimated prevalence of compulsive buying in Germany and its association with sociodemographic characteristics and depressive symptoms. Psychiatry Research, 10(11), 1-6.
49. Radder, L., Li, Y. & Pietersen, J. J. (2006). Decision-making styles of young Chinese, Motswana and Caucasian consumers in South Africa: An exploratory study. Journal of Family Ecology and Consumer Science, 34, 20-31.
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56. Song, Z., Kong, X., & Wang, Y. (2011). Understanding the Link between Consumer Decision-making Styles and Online Apparel Purchasing. Journal of Software, 6(10).
57. Sproles, G. B., & Kendall, E. L. (1986). A methodology for profiling consumer decision-making styles. The Journal of Consumer Affairs, 20(2), 267-79.
58. Suvachart, N. (2009). Price, brand reputation, and country of origin effects on consumers quality evaluations and willingness to buy. Journal of Management, 8(2), 32-47.
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60. Tarnanidisa, T., Owusu-Frimpongb, N., Nwankwoc, S., & Omar, M. (2014). A confirmatory factor analysis of consumer styles inventory: Evidence from Greece. Journal of Retailing and Consumer Services.
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62. Wan Omar, M., Mohd Ali, M. N., Hussin, Z., & Abdul Rahim, H. (2009). Decision orientations towards shopping and buying among young-adult Malays in the universities. International Journal of Business and Management, 4(7), 26-30.
63. Yee, R., Yeung, A., & Edwin Cheng, T. (2009). An empirical study of employee loyalty, service quality and firm performance in the service industry. International Journal of Production Economics, Elsevier, 33(4), 189-203.
52. Shabbir, J., & Safwan, N. (2014). Consumer Shopping Characteristics Approach and Gender Difference in Pakistan. Journal of Marketing Management. 2(2), 1-28.
53. Shapiro, S. L., & Drayer, J. (2014). An examination of dynamic ticket pricing and secondary market price determinants in Major League Baseball. Sport Management Review, 17(5), 145–59.
54. Shimp, T., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the cetscale. Journal of Marketing Research, 24.
55. Shin, S. H., Kim, J.H., & Moon, H. (2016). Examining Psychometric Properties of Korean American Consumer Decision-Making Styles: The Case of Golf Club Purchasing. International Journal of Sport Management, Recreation & Tourism, 22, 1-25.
56. Song, Z., Kong, X., & Wang, Y. (2011). Understanding the Link between Consumer Decision-making Styles and Online Apparel Purchasing. Journal of Software, 6(10).
57. Sproles, G. B., & Kendall, E. L. (1986). A methodology for profiling consumer decision-making styles. The Journal of Consumer Affairs, 20(2), 267-79.
58. Suvachart, N. (2009). Price, brand reputation, and country of origin effects on consumers quality evaluations and willingness to buy. Journal of Management, 8(2), 32-47.
59. Tanksale, D., Neelam, N., Venkatachalam, R. (2014). Consumer decision making styles of young adults Consumer in India. Journal of Social and Behavioral Sciences, 133, 211-8.
60. Tarnanidisa, T., Owusu-Frimpongb, N., Nwankwoc, S., & Omar, M. (2014). A confirmatory factor analysis of consumer styles inventory: Evidence from Greece. Journal of Retailing and Consumer Services.
61. Walsh, G., Mitchell, V. W. & Thurau, T. H. (2001). German consumer decision making styles. Journal of Consumer Affairs, 35(1), 73-95.
62. Wan Omar, M., Mohd Ali, M. N., Hussin, Z., & Abdul Rahim, H. (2009). Decision orientations towards shopping and buying among young-adult Malays in the universities. International Journal of Business and Management, 4(7), 26-30.
63. Yee, R., Yeung, A., & Edwin Cheng, T. (2009). An empirical study of employee loyalty, service quality and firm performance in the service industry. International Journal of Production Economics, Elsevier, 33(4), 189-203.
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