Identifying Consumers’ Online Shopping Decision- Making Styles in Turkish Market

Consumer Styles Inventory (CSI) was developed by Kendall and Soprales (1986), to analyze and better understand the consumers’ decision-making process. CSI was used by many researchers in various countries including Turkey. The major purpose of this study was to examine consumers’ decision-making styles by using CSI when they shop online in Turkey. CSI questionnaire was translated into Turkish and received 113 respondents that were separated five categories: gender, age, marital status, education, occupation. The segmentation criteria included five constructs: confused by over-choice consumer, empowered consumer, fulfillment conscious consumer, impulsiveness and brand conscious consumer. Convenience sampling method was used for this research. This research involves previous researches that used CSI in different cultures, furthermore finds out online shopping behavior of consumers of Turkish market.

Keywords:

brand consciousness , decision-making styles , empowered consumer , online shopping profiles