Özet:

To understand how consumers make their purchasing decisions provides a significant contribution to the marketing process. Consumer Styles Inventory that was developed for this purpose and based on the assumption that consumers make purchasing decision according to certain styles has been accepted as a strong measurement instrument. But, having been developed the scale in western culture has necessitated investigation of validity in different culture. In this study, it is aimed to adapt Consumer Styles Inventory to Turkish culture. For this purpose, initially, confirmatory factor analysis has been applied to the Original scale. In the result of the analysis, because of not obtaining enough goodness of fit values, it has been examined which decision style dimensions are valid in Turkish culture using exploratory factor analysis. Then, the factor structure generated by EFA has been analyzed using confirmatory factor analysis in Lisrel 8,51. In the result of these analyses, the dimensions validated corresponding those of the original scale are ―Perfectionism/High Quality Consciousness, ―Brand Consciousness, ―NoveltyFashion Consciousness, ―Recreational Shopping Consciousness, ―Confusion from Overchoice. Lastly, the internal consistency, convergence and discriminant validity of the scale have been examined and compared with those of other similar studies.

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