CONSUMER STYLE INVENTORY (CSI): A REVIEW OF THE LITERATURE
CONSUMER STYLE INVENTORY (CSI): A REVIEW OF THE LITERATURE

Summary/Abstract: Due to the competitive environment in which we find ourselves, modern marketing research places special emphasis on style of decision-making by consumers, in order to understand how a person purchasing decisions. Consumer Styles Inventory (CSI) developed by Sproles and Kendall (1986) was adopted as the theoretical framework in many previous studies that assessed the style of decision making by consumers. Researchers have validated the inventory in different cultural and social contexts (Lysonski, Srini, & Zotos, 1996). Therefore, the inventory is recognized as a useful tool for understanding consumer orientation buyers. This paper focuses on presenting several studies from different cultures, which are based on the Consumer Style Inventory (CSI) developed by Sproles and Kendall in 1986. In the first part of the paper is presented Consumer Style Inventory (CSI) with its main style,. part two includes a detailing of several studies that used this inventory in their research and the last part will conclude this paper with conclusions and recommendations.

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