Consumer decision making styles among young consumers in India and Germany: A cross cultural comparative study using the consumer style inventory

Abstract

This study explores consumer decision-making styles among young consumers in India and Germany and examines the reliability and applicability of the Consumer Style Inventory (CSI) across both cultural contexts. Primary data were collected from 151 consumers aged 18 to 35 years using a structured online questionnaire encompassing the eight established CSI dimensions. Descriptive statistics, reliability analysis using Cronbach's alpha, exploratory factor analysis, and independent samples t-tests were employed to assess the psychometric properties of the CSI and to identify cross-country differences in decision-making orientations. The results demonstrate acceptable to strong internal consistency across all eight CSI dimensions, and the exploratory factor analysis yields a broadly interpretable eight-component structure aligned with the original CSI framework. Contrary to earlier studies reporting significant cross-cultural divergence, no statistically significant differences were observed between Indian and German respondents across any CSI dimension, with effect sizes ranging from negligible to small. Perfectionism and price value consciousness emerge as the most prominent shared traits across both samples. At the same time, descriptive tendencies indicate relatively stronger brand consciousness and a recreational shopping orientation among Indian consumers, and marginally higher price-value consciousness and brand loyalty among German consumers. These findings suggest that digitalisation may be narrowing cross-cultural differences in decision-making among young, digitally active consumers. The results offer important implications for marketers, retailers, and global businesses, indicating that firms can adopt more standardised marketing strategies when targeting young, digitally engaged consumers, reducing the need for extensive cultural adaptation.