Document Type : Original Research


1 Department of Business Management, Tonekabon Branch, Islamic Azad University, Tonekabon, Iran

2 Department of Business Management, Semnan University, Semnan, Iran


Customers relate to various markets with distinct decision making styles. Such styles may be somewhat time independent. The present study was conducted to take a thorough look at Sproles & Kendall’s model of decision making styles among mobile phone customers, with a focus on store location, recommendations and criticism by others, and power of parents. To this end, it was attempted to develop a data collection instrument through the latest changes in the questionnaire for decision making model of purchase as well as experts’ and consumers’ comments and judgments. After the conduction of a random sampling, 385 questionnaires were handed out to mobile phone users out of which 369 were usable. In order to analyze the data and test the hypotheses, structural equations modeling was utilized. The results indicated that habitual and store location styles were the most important ones.


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