Publication

Abstract : As India has undergone dramatic change in its retail markets since economic liberalization in 1992, the decision making by consumers is becoming increasingly complex. Prior to liberalization consumers in India had restricted choice in the retail environment reflecting the closed nature of their marketing systems. But with liberalization the consumers now experience a more modern marketplace and the unprecedented abundance of brands and retail outlets has created a massive array of choice for consumers coupled with the rise in the population of young consumers. Hence, in this study an attempt was made to analyse the decision making styles of young adult consumers in Chennai city and to explore the differences if any, in the decision making style of the gender with regard to the variables taken for the study