Decision Making Styles of Sri Lankan Millennial: Are They Different?

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dc.contributor.author Lakshika, V. G. P.
dc.contributor.author Ahzan, M. J. M. F.
dc.date.accessioned 2021-07-09T05:15:11Z
dc.date.available 2021-07-09T05:15:11Z
dc.date.issued 2021-04
dc.identifier.issn 1800 – 4989
dc.identifier.issn 2719 – 2598
dc.identifier.uri http://220.247.247.85:8081/handle/123456789/40139
dc.description.abstract At present consumer decision making is more complex and difficult but far more vitally in it is important than the past as the consumers today are thorough consumers. Therefore, consumer decision-making styles have become one of the most popular and interesting areas of research in the marketing and behavioral sciences of academia. Besides, in the modern marketing era, Millennial has become one of the major interesting research subject due to their unique characteristics. Therefore, the aim of this study is to develop a more rigorous understanding of the Sri Lankan millennial decision-making styles. The research philosophy of the current study is a positivist research paradigm and follows a deductive approach and survey strategy. Convenience sampling technique was used to draw the sample and the sample size was 385. The study extracted seven factors from the original Consumer Styles Inventory (CSI) scale through an exploratory factor analysis and found that Sri Lankan millennial has seven decision making styles namely Perfectionist Conscious, Habitual & Brand Loyal Conscious, Novelty Fashion Conscious, Brand Conscious, Hedonistic & Recreational Conscious, Confused by over choice and Impulsive Consumer. Further it revealed Price - conscious decision - making style did not appear among the Sri Lankan Millennial where Sri Lankan millennial are highly perfectionist conscious consumers. Based on the findings, study proposes several theoretical and practical implications along with direction for the future research. en_US
dc.publisher Department of Marketing Management, University of Kelaniya, Sri Lanka en_US
dc.relation.ispartofseries Vol. 07;Issue. 1
dc.subject Consumer Decision-Making Styles en_US
dc.subject Consumer Styles Inventory en_US
dc.subject Millennial en_US
dc.title Decision Making Styles of Sri Lankan Millennial: Are They Different? en_US
dc.type Article en_US
dc.identifier.accno 53560 en_US


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