Segmentation of Young Consumers of North-East India Based on Their Decision-Making Styles

The consumer decision-making process is a complex phenomenon. The decision to purchase goods and services is influenced by a number of factors, a few of which are internal to the customer, while a few others are external environmental factors. Depending on these factors, customers exhibit some unique characteristics in their decision-making styles. This study is an attempt to understand the decision-making style of young Indian consumers (specifically of North-East India) and then to identify segments of consumers based on their decision-making behaviors. The study is based on the well-accepted model of profiling consumer decision-making styles by Sproles and Kendall (1986), but also takes into consideration various other studies undertaken related to Indian consumers. This study checks the validity of the said model over a sample of 119 college-going youth from North-East India. The consumer decision-making styles were identified with the help of a structured questionnaire as suggested by consumer decision-making style inventory by Sproles and Kendall (1986). Eleven consumer decision-making styles were identified instead of the eight styles envisioned by the original model. A simple comparison is also done of the outcomes of various studies related to the said model