Relationship between Decision Making Styles and Consumer Behavior

Abstract

The objective of this study is to identify different factors that impact consumer behavior on the basis of a decision making style. The sample size of this study was 250 questionnaires. The data were collected through a 5
point Likert scale questionnaire. SPSS was used to analyze the data. Correlation and multiple regression were performed to measure the relationship between independent and dependent variables; independent sample t
test was applied to test the difference between male and female decision making styles. This study concludes there is a significant relationship between male and female decision making style and female respondents are more likely to assert that decision making styles influence consumer behavior. All the independent variables have significant positive relationship with consumer behavior.

Keywords: decision making style, consumer behavior, significant relationship, perfectionism, fashion