• Samuel Batisa (MBA)
• Addis Alemayehu (MBA)

This paper aims at investigating consumer decision making styles in purchase of local and imported goods in wolaitaSodoMerkato market. The objectives of this study include; identifying decision making style of consumers in purchase of local and imported goods. A consumer style inventory of Sporless and Kendall (1986) was adopted for this study. A sample size of 265questionnaire was distributed using time location sampling resulted in viable responses. The confirmatory factor analysis (CFA) disconfirmed the original eight model factors of Sporless and Kendall (1986), a new nine factor model (Store loyal,Brand loyal consumer, Confused by over choice, Impulsive/careless, Recreational, Information confusion, Brand conscious ‘prestigious consumers’ and quality, price value conscious) that best describe consumer decision making style is obtained using exploratory factor analysis (EFA). ANOVA was used to test variation in consumer decision making style across buyers of imported and foreign shoes revealing significant variation in four factors (Brand and fashion conscious, prestigious consumers, hedonistic and impulsive /careless). The independent mean sample t-test for gender variation also indicated significant variation in two factors (Crowded by over choice and Brand loyality).

Consumer Decision Making style (CDMS), Consumer Style Inventory (CSI), Imported goods, Domestic goods.

"CONSUMER DECISION MAKING STYLES IN PURCHASE OF LOCAL AND IMPORTED GOODS: AN EMPIRICAL STUDYON WOLAITA SODO MERKATO MARKET, ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.367-377, June 2019, Available :http://www.jetir.org/papers/JETIR1908666.pdf

"CONSUMER DECISION MAKING STYLES IN PURCHASE OF LOCAL AND IMPORTED GOODS: AN EMPIRICAL STUDYON WOLAITA SODO MERKATO MARKET, ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp367-377, June 2019, Available at : http://www.jetir.org/papers/JETIR1908666.pdf