The current paper presents findings on key decision-making styles adopted by retail shoppers\r\nand how such styles are influenced by gender, age, education, income and marital status in an\r\nattempt to facilitate a sound understanding of retail shopping behavior. The sampling unit\r\nconsists of the general shopping public whose age ranges from 18 to 64 years residing in\r\nGaborone and Francistown. Gaborone and Francistown are the two largest cities with a\r\ncombined population of approximately 20% of the two million people in Botswana. Data was\r\ncollected by way of mall intercepts from a sample of 894 retail shoppers. Findings reflected\r\nthat retail shoppers in Botswana are best described by three decision-making styles ââ?¬â? time\r\nenergy conserving, perfectionism and fashion-hedonistic consciousness. Time energy\r\nconservers were found to be old and less educated males. Perfectionistic shoppers were\r\nyounger, more educated and married females. Fashion-hedonistic consciousness was common\r\namong older and married female shoppers. It is crucial for retailers to have an extensive\r\nknowledge of the role of demographics on consumersââ?¬â?¢ decision-making styles in order to\r\nensure competitive advantage through the use of appropriate marketing strategies.
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