Review and identify customer's purchase decision making styles in chain stores

The aim of this study is to identify and prioritize customers'' purchase decision making styles in the chain stores. In this regards Sprols & Kendall model was used. The statistical population is the customers of Etka chain stores in Tehran. The sample consisted of 384 customers of Etka branches in Tehran، which data was collected using a questionnaire. The statistical analysis was show that five styles e. g. perfectionist، impulsive، “habitual، brand-loyal”، “confused by over choice “and “price conscious” in etka customers are identifiable and other styles e. g. brand conscious، novelty and recreational are not. And the “price conscious” style has highest priority and “confused by over choice “style has lowest.