| Profiling consumers’ decision-making styles has been the focus of a multitude of consumer interest studies. Consumer affairs specialists use such profiles to understand consumer’s shopping behavior, while advertisers and marketing researchers use them to segment the consumers into various niches for product positioning, to understand a consumer’s shopping behavior, and to use these profiles as a counseling device This study examined the cross-cultural applicability of CSI scale for profiling consumers’ decision-making style in Brazil. The investigation began with the belief that decision-making styles, much like personality traits, are likely to be largely independent of the culture and descriptive of a personal orientation. The method used was a survey, where a total of 394 observations were possible, using three universities and a faculty as application place. The results show that the eight factors structure exists. They are defined as Perfectionism or High-Quality; Brand Consciousness; Novelty-Fashion Consciousness; Recreational and Hedonistic Shopping Consciousness; Price and Value for Money Shopping Consciousness; Impulsiveness, Careless Consumer Orientation; Confusion from over Choice of Brands, Stores and Consumer Information; and Habitual, Brand-Loyal Orientation. The study concludes that the scale, taking as overall, is suitable to be used in Brazil. |
