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to 2011 International Conference on Advancements in Information Technology With workshop of ICBMG 2011 IPCSIT vol.20 (2011) © (2011) IACSIT Press, Singapore
Consumer Decision-making Style and Purchase Behavior in UK’s Digital Camera Market
Zhipeng Nie+, Hui Zong and Min Li
School of Economics & Management,Henan Institute of Science and Technology, China
Abstract. This paper examines consumer’s decision-making processes and style by conducting an extensive research into UK’s digital camera market in London. It also investigated into the relationship between the decision-making styles and the perceived value when purchasing digital camera and related equipment. Keywords: decision making, digital camera
1. Introduction
The purpose of the study are: (a) examining the consumer decision-making styles by using the consumer styles inventory; (b) investigating the relationship between decision-making styles and the consumer’s purchasing behaviour of digital cameras and related equipment; (c) investigating the consumers’ perceptions of the product value in different decision-making styles. To examine the extrinsic factors of consumers, the perceived product value questionnaire (Teas & Agarwal, 2001) is used to formulate the questionnaire of this study.
2. Result Analysis and Findings Presentation
The study attempts to explore the differences between each decision-making group’s perceptions with regard to purchasing digital cameras or related equipment in London. The questionnaire on the consumers’ perceptions of the digital camera contains items related to perceived quality, perceived value, perceived sacrifice, perceived financial risk, and perceived product performance risk. The sample is drawn from the professional camera equipment store in Harrow Town Centre (a typical commercial town of London), data collectors were placed in stores to distribute and collect questionnaires. One hundred people were conveniently chosen for this study. Among these one
Consumer Decision-making Style and Purchase Behavior in UK’s Digital Camera Market
Zhipeng Nie+, Hui Zong and Min Li
School of Economics & Management,Henan Institute of Science and Technology, China
Abstract. This paper examines consumer’s decision-making processes and style by conducting an extensive research into UK’s digital camera market in London. It also investigated into the relationship between the decision-making styles and the perceived value when purchasing digital camera and related equipment. Keywords: decision making, digital camera
1. Introduction
The purpose of the study are: (a) examining the consumer decision-making styles by using the consumer styles inventory; (b) investigating the relationship between decision-making styles and the consumer’s purchasing behaviour of digital cameras and related equipment; (c) investigating the consumers’ perceptions of the product value in different decision-making styles. To examine the extrinsic factors of consumers, the perceived product value questionnaire (Teas & Agarwal, 2001) is used to formulate the questionnaire of this study.
2. Result Analysis and Findings Presentation
The study attempts to explore the differences between each decision-making group’s perceptions with regard to purchasing digital cameras or related equipment in London. The questionnaire on the consumers’ perceptions of the digital camera contains items related to perceived quality, perceived value, perceived sacrifice, perceived financial risk, and perceived product performance risk. The sample is drawn from the professional camera equipment store in Harrow Town Centre (a typical commercial town of London), data collectors were placed in stores to distribute and collect questionnaires. One hundred people were conveniently chosen for this study. Among these one
References: [1] Teas, K & Agarwal, S. (2001). Perceived value: mediating role of perceived risk, Journal of marketing: theory and practice, 24, pp1-14. [2] Shim, S. (1996). Adolescent consumer decision-making styles: The consumer socialization perspective, psychology and marketing, 13, pp547-570. [3] Olenick, h. (2000). Consumer: Price is key to digital camera sale, This Week in Consumer Electronics, 15, pp140-145. 217