Investigation of the Relationship Between Consumer Decision Making Styles and InStore Consumer Behavior in the COVID–19 Process

Abstract

Purpose of the research; in this study, the relationship between consumer decision-making styles and instore consumer behavior in the Covid-19 process was examined. In addition, the effect of consumer
decision-making styles sub-dimensions on in-store consumer behavior was investigated. In the study,
correlational research technique, one of the quantitative research methods, was used to examine the
relationship between consumer decision making styles and in-store consumer behavior. Target population
of the study consists of consumers residing in Konya (Turkey) and shopping in the retail sector. Since it is
not possible to reach all of these consumers within the scope of the research, the research was carried
out with the convenience sampling method, one of the non-probabilistic sampling types. In this context,
by using the data of the research conducted online with 469 participants, the relationships between
variables were tested and the hypotheses put forward theoretically were tested. In the research, a
questionnaire that was created and developed through consumer decision making styles and in-store
consumer behavior variables was used. Statistical package programs were used to analyze the data and
descriptive statistics, confirmatory factor analysis and structural equation modeling (SEM) were
performed. In line with the findings of the research, it was determined that three (Perfectionist high quality
conscious, novelty fashion conscious, price-value conscious) of the eight sub-dimensions of consumer
decision-making styles have a statistically significant (p<,001) and a moderate effect on in-store consumer
behavior. In line with the empirical results, it was determined that the perfectionist high quality conscious,
novelty fashion conscious and price-value conscious sub-dimensions of consumer decision-making styles
in the Covid-19 process had a significant effect on in-store consumer behavior. On the other hand, it has
been determined that there is no statistically significant (p>,005) effect of brand-conscious,
recreational/hedonistic, acting with impulsivity, confused by over choice and loyal consumer decisionmaking styles on in-store consumer behavior.