search query: @author Walsh, G. / total: 11
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| Author: | Walsh, G. Hennig-Thurau, T. |
| Title: | Der Kaufentscheidungsstil von Konsumenten als Grundlage der Marktsegmentierung |
| Journal: | Marketing: Zeitschrift für Forschung und Praxis
2001 : VOL. 23:4, p. 223-235 |
| Index terms: | Consumer behaviour Decision making |
| Language: | ger |
| Abstract: | Decision-making styles are important to marketing because they determine consumer behaviour, are relatively stable over time and thus are relevant for market segmentation. The need to test the generalisability of Sproles and Kendall's (1986) Consumer Styles Inventory (CSI) in different countries and an attempt to extend the original work lead the authors to test the structure of decision-making styles of German consumers and its use in segmenting consumers. |
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