Decision Making Styles of Consumer in buying food products: A Study of Bhopal City

With the growth in number of consumers in India, it is important to study the buying behavior of consumers. This study is an attempt to investigate the decision making styles of consumers. The consumer decision making process, which is a complex phenomenon and There are number of factors that could affect the purchase decision of goods or services. Decision making is more complex and even more important for consumers today than in the past. 86 consumers were selected randomly for the study. By a structured questionnaire the Consumer’s decision making styles were identified and factor analysis method used for analysis. These styles were shopping enjoyment, habitual buying, consciousness of brand, perfectionist & quality consciousness, brand loyalty, confused by over choices, impulse buying and store loyalty.