University of Worcester Worcester Research and Publications

Segmenting consumer decision-making styles (CDMS) toward marketing practice: A partial least squares (PLS) path modeling approach

Rezaei, Sajad ORCID: (2014) Segmenting consumer decision-making styles (CDMS) toward marketing practice: A partial least squares (PLS) path modeling approach. Journal of Retailing and Consumer Services, 22. pp. 1-15. ISSN 0969-6989

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The way consumers make decisions across online and offline channels according to their perceptions of retailers׳ marketing practices is not well understood in the current literature. A few empirical studies have examined consumer decision-making styles (CDMS) and marketing practice among online and shopping mall consumers. This research endeavors to understand CDMS as market segments on the perception of marketing practice across retail channels. A total of 315 online and paper–pencil-questionnaires were collected to conduct the statistical analysis for the measurement and structural model using the partial least squares (PLS) path modeling approach, a structural equation modeling (SEM) technique. Six consumers׳ characteristics–perfectionist, brand consciousness, price conscious, fashion conscious, recreational and impulsive shoppers–were assessed in respect of retail products, price, advertising and retailing across-channels. The study contributes to retailing management by enabling it to implement effective retail segmentation and cross-channel strategy according to CDMS. The study limitations and implications are discussed.

Item Type: Article
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Uncontrolled Discrete Keywords: consumer decision-making styles (CDMS), marketing practice, retailing, partial least squares (PLS) path modeling approach
Divisions: College of Business, Psychology and Sport > Worcester Business School
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Depositing User: Sajad Rezaei
Date Deposited: 17 Jan 2020 13:47
Last Modified: 17 Jun 2020 17:34

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