Decision-making styles are important to marketing because they determine consumer
behaviour, are relatively stable over time and thus are relevant for market segmentation. The
need to test the generalisability of Sproles and Kendall's consumer styles inventory (CSI) in
different countries and an attempt to extend the original work led the authors to test the
structure of decision-making styles of German shoppers and its use in segmenting
consumers. From a sample of 455 German consumers, a seven-dimensional structure of …

The understanding of buying-related decision-making behavior of consumers is an
important basis for companies' strategic marketing activities. One approach is to systematize
consumer behavior and to identify decision-making typologies, which aim to attribute certain
decision-making traits to consumers in order to classify them. Consumers have been
characterized as economic (eg, Darden and Reynolds 1971), choosy (Darden and Ashton
1974, 1975), information seeking (eg, Thorelli, Becker, and Engledow 1975), price …