Journal of Management Information and Decision Sciences (Print ISSN: 1524-7252; Online ISSN: 1532-5806)

Abstract

Consumer Style Inventory (CSI) Re-Examined: Its Implications in the Telecommunication Services Consumption Among Youths

Author(s): Adeleke, B. S., Ghasi, N. C., Udoh, B. E., Kelvin-Iloafu, L. E., Enemuo, J. I.

This work examines youths’ consumption behaviours and patterns in telecom industry taking cognisance of the analysis of consumer style inventory (CSI) dimensions. To guide the research, eight research questions and eight hypotheses were formulated. The study further focused on youths and hence the undergraduates of the Faculty of Management Sciences, University of Lagos, were selected for the study. The eight scales of the construct showed the relevance of the model in telecommunication industry vis-à-vis youth buying patterns and decision. Thus, the variables of high quality consciousness, novelty and fashion consciousness, recreation and hedonistic, brand consciousness, price consciousness do affect youths’ buying behaviours while impulse consciousness affects youths’ buying patterns and decision.