Arnela Bevanda

Decision‐making styles of young consumers in Bosnia and Herzegovina

Purpose – The purpose of this study is to investigate decision‐making styles of young consumers in Bosnia and Herzegovina. It aims to test the applicability of Sproles and Kendalls Consumer Style Inventory (CSI). The paper also aims to segment young consumers based on their decision‐making styles (CDMS), profile consumer segments, and explore differences in gender and household income among segments.Design/methodology/approach – Data were collected by means of a self‐administered survey. The sample consists of 600 young consumers from 18‐24 years of age, students from two large universities in Bosnia and Herzegovina. Data were analyzed using exploratory and confirmatory factor analysis, Cronbachs alpha coefficients; K‐means cluster analysis, Chi‐square test, and two‐proportion z‐test.Findings – Factor analysis identified 20 items and six CDMS factor solution. The results further indicate that young consumers in Bosnia and Herzegovina might be classified in five segments according to their decision‐makin...

Decision Support System for Marketing Metrics

The taxonomy of information systems oriented to decision-making and management describes decision support systems as one of the most complex. It provides support in making the right decisions for poorly structured and unstructured problems but can also be built for simple, routine tasks. The objectives of its building are “simplicity” of use and flexibility, “identification” and “description” of various business positions, and also proposal of an appropriate decision. The marketing metrics is a system of indicators about marketing mix elements: price, product, promotion, and distribution. Each indicator of marketing metrics “reveals” one of the components of the market and competitive position of the organizational system.

Differences in consumer decision-making styles among selected South-East European countries

Abstract Fast changes in retailing and complex consumer decision-making processes have increased the need for additional investigation of differences and similarities in consumer decision-making styles (CDMS) in various countries. This paper tests the reliability and validity of Sproles and Kendall’s Consumer Style Inventory (CSI) instrument, identifies and compares CDMS in Croatia, Bosnia and Herzegovina and Macedonia (FYR). Data obtained from surveys conducted among university students in observed countries (n = 1.206) were analysed by using exploratory and confirmatory factor analyses and the analysis of variance (ANOVA). The results provided support for six factors, which means that the original US eight-model cannot be fully applied in this region. Croatian consumers are the least brand-conscious and novelty-fashion conscious. Macedonian consumers are the most quality-conscious, brand-conscious, novelty-fashion conscious, recreational shopping conscious and brand-loyal, while Bosnian consumers are the most confused by overchoice. The traits of price consciousness and impulsiveness were not tested because of lack of reliability among items. The paper provides guidelines for marketers on how to position and more effectively advertise their products and services in analysed countries.