Segmenting consumer decision-making styles (CDMS) toward marketing practice: A partial least squares (PLS) path modeling approach |
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| Institution: | 1. Department of Marketing Fairfield University Fairfield, CT 06825, USA;2. Department of Marketing and Finance Frostburg State University, Frostburg, MD 21532, USA;1. College of Business Administration, Marquette University, Milwaukee, WI 53201-1881, USA;2. Sheldon B. Lubar School of Business, University of Wisconsin–Milwaukee, Milwaukee, WI 53201, USA;1. Department of Marketing, Monash University, PO Box 197, Caulfield East, VIC 3145, Australia;2. School of Management, University of Bath, The Avenue, Claverton Down, Bath, Avon BA2 7AY, United Kingdom;1. Division of Business, Marymount Manhattan College, 221 East 71st Street, New York, NY 10021, USA;2. Department of Food Marketing, Saint Joseph?s University, 5600 City Ave, Philadelphia, PA 19131, USA |
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| Abstract: | 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. |
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| Keywords: | Consumer decision-making styles (CDMS) Marketing practice Retailing Partial least squares (PLS) path modeling approach |
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