LEARNING STYLES INFLUENCE ON CONSUMER DECISION-MAKING STYLES OF GENERATION Y CONSUMERS IN NAMIBIA: A COMPARISON STUDY OF THE THREE MAJOR UNIVERSITIES IN NAMIBIA

Dr Efigenia M.M. Semente, Prof. Grafton Whyte

Abstract


Purpose: This study investigated the learning styles and decision-making styles of the Generation Y consumers in Namibia by administering Sproles and Kendal’s Consumer Style Inventory (CSI) and Felder Silverman Index of Learning Styles (ILS). Generation Y, Millennial Generation, or simply Millennials are defined as a group of people born roughly between 1982 and 2002. They are considered to have developed a distinctive buying behaviour.

Methodology: Data was obtained by administering the instruments to a random sample of 505 respondents from the three (3) major Universities in Namibia. Responses from the survey instrument were analysed using SPSS version 22. Factor Analysis (FA) through Principal components analysis (PCA) was used to assess the underlying structure of the components and for assessing the reliability and validity through Cronbach’s Alpha coefficients.  Factor Analysis (FA) through Principal components analysis (PCA) was used to assess the underlying structure of the components and for assessing the validity and reliability through Cronbach’s Alpha coefficients.  Multivariate analysis of variance (MANOVA), and analysis of variance (ANOVA), were used to test for hypotheses.

Findings: The findings confirmed eight (8) consumer decision-making styles and four learning styles preferences among the Generation Y consumers in Namibia.

Unique contribution to theory, practice and policy: The findings are deemed important for marketers, educators, entrepreneurs and government in the formulation and the use of effective strategies when addressing the needs of this group.



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Keywords


Consumer decision-making styles, Learning Styles, Generation Y, Millennial

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