Consumer decision‐making styles on domestic and imported brand clothing

The relationship between consumers’ decision‐making styles and their choice between domestic and imported brand clothing is investigated using a sample of Chinese consumers. The multivariate analysis of variance and discriminant analysis results indicate that seven decision‐making styles together with other consumer behavioural characteristics can be used to distinguish and profile consumers who prefer to buy domestic, imported or both types of clothing. Empirical findings reveal that consumers who prefer to buy imported brand clothing tend to have a unique lifestyle and shopping orientation that differ from those who prefer domestic brand clothing. Conceptual contributions and managerial implications are discussed.