Iranian Consumer Decision Making Style Based On Sproles and Kendall Model

The aim of this paper is to evaluating consumer decision making styles based on Sproles and Kendall Model. This research was done among Sepah chain store customer in Tehran city. What is the priority and importance of eight consumer decision is making styles among Sepah chain store customer was the main research question. The sample were constitutes of 180 Sepah chain store customers whom were selected by clustering method. Data gathering was used by selfreport questionnaire. Results showed that five from eight styles were confirmed. These are: Perfectionistic, Recreational and Hedonistic, Price-Conscious, Confused-by-Overchoice and Habitual.