A confirmatory Factor Analysis of Consumer Styles Inventory: Evidence from Greece

This paper tests the veracity of consumer decision-making styles inventory by exploring its factor structure. The overarching aim is to evaluate the generalizability of the consumer styles inventory (CSI) based on the original construct by Sproles and Kendall (1986). Using data from Greek university student and non-student samples, the paper offers purified and highly correlated dimensions of CSI that measures shopping orientations more robustly than the original model. The purified CSI scale is reliable, internally valid and practically useful especially at a time when many consumer markets/sectors are facing severe competitive pressures, volatile economic climates and shakeout. The purified CSI is likely to provide a useful guide for market segmentation and targeting purposes. Empirically, the paper extends knowledge of how CSI might be evaluated in order to improve its diagnostic stability. In this way, the findings contribute refreshing insights into CSI as a guide to measure shopping orientations.