• Monica. K
• Dr. B. Vijayakumar

This study examines the purchase decision styles of adolescent consumers. Specifically, Sproles and Kendall’s Consumer Style Inventory (CSI) was used to determine the various decision-making styles. Eight styles were taken for the study. Questionnaire was prepared in a statement format using Likert scale. The questionnaires were tested among 250 adolescents, aged 13 to 17 years, 50 from each age group, to assess the reliability and validity of the measurement. The validation is done through Confirmatory Factor Analysis (CFA). The factors like quality consciousness, brand consciousness, novelty /fashion consciousness, recreational /shopping, price consciousness, impulsiveness/ careless, confused by over choice and habitual/ brand loyal which were found to be unique to the adolescent group .

Purchase Decision Styles, Adolescents Decision Styles, Consumer Decision Making, CSI, Adolescents

"Purchase Decision Styles of Adolescent Consumers in Chennai City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 9, page no.41-45, September-2018, Available :http://www.jetir.org/papers/JETIR1809808.pdf

"Purchase Decision Styles of Adolescent Consumers in Chennai City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 9, page no. pp41-45, September-2018, Available at : http://www.jetir.org/papers/JETIR1809808.pdf