Adapting Consumer Style Inventory to Chinese Consumers

This study examines theapplicability of Sproles and Kendall's Consumer Style Inventory (CSI) in China. A sample of 357 students and a sample of 387 adult consumers have been used to purify the scale. The dimensions of the CSI were re-examined and validated using confirmatory factor analysis. Thefindings show that four decision-making styles are relatively stable in our study. They are Perfectionistic, Brand Conscious, Novelty-Fashion Conscious and Recreational. It is suggested that the Price Conscious factor needs to be redeveloped if the CSI isto beapplied to different cultures. Implicationsfor businesspractitioners are discussed and suggestions for future research are provided.