The analysis of CDMS by Indonesian Millennials

Saragih, M H and Yohanes, R (2019) The analysis of CDMS by Indonesian Millennials. In: WOMELA-GG 2019, 26 January 2019, Medan, Indonesia.

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A consumer decision making style (CDMS) can be defined as a mental orientation that characterizes a consumer’s approach to making choices. CDMS can be identified by measuring the orientation of youth consumers in general in terms of shopping and buying. There are two factors of CDMS; that is frequency to buy and amount money to buy. This research aims to analyse CDMS among Millenium generation in Indonesia. Consumer Styles Inventory (CSI) that has been widely used to examine consumer behaviour pattern in many countries is used in this research. The result shows that loyal factor fully impacts for CDMS. This study also finds that the fashion, loyal and brand are the factors which influence the consumer millennial to spend their money to buy the apparel

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: consumer decision milleniu youth consumer
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: EAI Editor IV
Date Deposited: 22 Nov 2021 12:41
Last Modified: 22 Nov 2021 12:41

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