Segmenting consumer decision-making styles (CDMS) toward marketing practice: A partial least squares (PLS) path modeling approach

Sajad Rezaei

Journal of Retailing and Consumer Services, 2015, vol. 22, issue C, 1-15

Abstract: The way consumers make decisions across online and offline channels according to their perceptions of retailers׳ marketing practices is not well understood in the current literature. A few empirical studies have examined consumer decision-making styles (CDMS) and marketing practice among online and shopping mall consumers. This research endeavors to understand CDMS as market segments on the perception of marketing practice across retail channels. A total of 315 online and paper–pencil-questionnaires were collected to conduct the statistical analysis for the measurement and structural model using the partial least squares (PLS) path modeling approach, a structural equation modeling (SEM) technique. Six consumers׳ characteristics–perfectionist, brand consciousness, price conscious, fashion conscious, recreational and impulsive shoppers–were assessed in respect of retail products, price, advertising and retailing across-channels. The study contributes to retailing management by enabling it to implement effective retail segmentation and cross-channel strategy according to CDMS. The study limitations and implications are discussed.

Keywords: Consumer decision-making styles (CDMS); Marketing practice; Retailing; Partial least squares (PLS) path modeling approach (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (28)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:22:y:2015:i:c:p:1-15

DOI: 10.1016/j.jretconser.2014.09.001

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