Consumer Decision Making Styles For Nondurable Consumer Goods

IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 17, Issue 2.Ver. II (Feb. 2015), PP 61-67 www.iosrjournals.org Consumer decision-making-styles for nondurable consumer goods
Habib Md. Arif Khan1, Mirza A F M Tawhidur Rahman2,
Sujit Kumer Deb Nath3
1

(Research Scholar, Institute of Business Administration, Jahangirnagar University, Bangladesh)
2
(Research Officer, Bangladesh Tariff Commission)
3
(Lecturer, Department of Business Administration, Prime University)

Abstract: Consumer non-durable goods is one of the largest sectors in the economy of Bangladesh. Consumer goods market has experienced dramatic changes; both qualitative and quantitative improvements have occurred in this industry. Meanwhile, determinants of consumer purchase decision enormously depend on the financial performance and marketing strategies adopted by the player of this industry. This research has divided into two parts: first part consists of financial performance analysis of consumer goods market and the second part consists of determinants of Bangladeshi young-adult consumer decision making process in the sector of consumer non-durable goods. A survey has been conducted among 240 young-adult Bangldeshi consumers with an structured questionnaire; extracted from Consumer Style Inventory (CSI) as suggested by Sproles and
Kendall (1986) has been tasted to validate the basic characteristics of these styles among young-adult
Bangladeshi consumers whereas the eight decision making style validated are brand conscious, Perfectionistic,
Price-Value Conscious Consumer, recreational-shopping conscious consumer, confused by Over-choice
Consumer, impulsive consumer, habitual Consumer, novelty-fashion conscious consumer. The findings of this research will provide opportunity to marketers to better understand the need, want and demand of young-adult
Bangladeshi consumer in the sector of consumer non-durable goods.
Keywords: Consumer behavior, FMCG, Consumer

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