Exploring the Demographic Differences of Consumers with Different Decision-Making Styles Regarding the Purchase Behavior of Sunich Juices

Abstract Studying different decision-making styles in different groups helps to better understand the market because when customers are well characterized, we can better help them to make a purchase. The present research explored Sproles and Kendall’s eight decision-making styles of consumers (perfectionist and high-quality conscious, novelty-fashion conscious, brand conscious, price conscious, recreational and hedonistic conscious, confused by over choice, impulsive and careless, and habitual and brand loyal) with different demographic characteristics (gender, age, marital status, education, occupation, income, and household size). In this regard, the data of 530 consumers (selected by the convenience sampling method) of Sunich juices in Khuzestan province were collected. Afterward, the data were analyzed by ANOVA and T-test using SPSS software. The results revealed the demographic differences of consumers with different decision-making styles. Finally, the discussion and practical suggestions were presented based on the findings. Keywords: Decision-making style, Consumer behavior, Demographic differences, Sproles and Kendall model