The nexus between brand consciousness and psychological antecedents of consumers’ decision-making styles

Douglas Chiguvi and Musasa Tinashe
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Douglas Chiguvi: BA ISAGO University, P. Bag 145, Gaborone Botswana
Musasa Tinashe: BA ISAGO University, P. Bag 145, Gaborone Botswana

International Journal of Research in Business and Social Science (2147-4478), 2022, vol. 11, issue 10, 46-54

Abstract: The aim of this study was to determine the nexus between brand consciousness and psychological antecedents of consumer decision-making styles of Generation Y consumers in Botswana. Brand Consciousness refers to the degree to which people use brand names to make purchase decisions. The study employed quantitative and causal research. E-questionnaire was employed to collect data from 400 generation Y consumers, of which 320 were successfully selected and tested through purposeful sampling. The study results revealed that there is a positive relationship between brand consciousness and psychological antecedents of consumer decision-making styles and also the research findings indicated that millennial consumers in Botswana identify themselves as independent decision-makers that do not rely on external influence when making their purchasing decisions. The study results also indicated that most Batswana millennials are more cognitive innovators than sensory innovators. It is recommended that retailers must be encouraged to add excitement to shopping amenities to attract and retain millennial sensory innovators. Tangible evidence on future research is also required on the actual effects of modern smart e-shopping on generational transformation from Gen X, and Y to Z. Key Words:Brand consciousness; Psychological antecedents; Consumer decision-making styles.

Date: 2022
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