Examining the Applicability of the Consumer Style Inventory in a Swedish Context : A Qualitative Exploration of Male Generation Y Students on Fashion Wear

Abstract: Introduction: Several frameworks have been developed in order to understand cross-cultural consumer behavior and consumer decision-making processes. The most prominent and widely used framework within the field was developed by Sproles and Kendall in 1986. The framework, named Consumer Style Inventory (CSI), profiles consumer decision-making styles by categorizing them into eight basic factors, called the Eight Factor Model. The CSI has been used in multiple countries and contexts, attempting to challenge its generalizability and to gain deeper understanding of its ability to identify consumer decision-making styles. However, the majority of previous academic literature have conducted quantitative studies using women as sample, which may limit the scope of the CSI. As a response to these limitations, this thesis addresses the limits posed by previous quantitative studies, by focusing solely on male decision- making styles in a qualitative manner. This is as the purchasing behavior of men is gaining impetus in the market place, as historical gender roles have been blurred, making men more engaged in shopping. Furthermore, in order to expand the scope of the CSI and explore its applicability in different cultural contexts, this thesis investigates the framework in a Swedish context. Purpose: The purpose of this thesis is to contribute to existing literature by examining the applicability of the CSI on Swedish male students, belonging to Generation Y, focusing on fashion wear. Through examining the applicability of the CSI in a Swedish context, an understanding of potential influences on decision-making will be obtained. After investigating the applicability of the CSI in a Swedish context, possible modifications of the framework will be identified. Method: A systematic review of literature was conducted in this thesis, with the aim to generate comprehensive data. In order to collect the precise richness of data to understand the decision-making styles in a Swedish context, a qualitative method was adopted. The empirical findings were obtained through four focus groups, consisting of five participants in each session. Conclusion: There is a need for adapting the CSI when placed in the Swedish context. This supports previous academic literature suggesting that the CSI requires modification when applied to various cultural contexts. Contextual influences, such as national culture, social, cultural dimensions, retail environment, economic, societal and the development of the country are influential on the decision-making styles of the sample of this thesis. When applied to the Swedish context, Time-Energy Conserving, Store-Loyal and Self-Identity Consciousness were added as themes to the original CSI. This thesis serves as a contribution to previous academic literature and as a foundation for future research within the field.