As the trend towards globalisation of business activities increases, consumers in developing countries are faced with increasing amount of product and store choice. However, the issue of how consumers in developing nations approach complexities in the choice of store and product has not been studied. In addressing this gap, this paper identifies decision making styles that are used by young adult consumers in Botswana, compares such styles with those obtained in previous studies that focused on developed markets, and also examines how such decision making styles are affected by gender.

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