Relationship between decision making styles and consumer behavior

The objective of this study is to identify the different factors that impact on consumer behavior on the bases of decision making style. The sample size of this study was two hundred and fifty. Data was collected through five point Likert scale questionnaire. SPSS was used to analyze the data. Correlation and multiple regression was performed to measure the relationship between independent and dependent variables and independent sample t-test was applied to test difference between male and female decision making style. This study concludes that there is significant relationship between male and female decision making style and female respondents are more agreed that decision making styles influence the consumer behavior. All the independent variables have significant and positive relationship with consumer behavior.