عنوان مقاله [English]
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, âhabitual, brand-loyalâ , âconfused by over choice âand âprice consciousâ in etka customers are identifiable and other styles e.g. brand conscious , novelty and recreational are not. And the âprice consciousâ style has highest priority and âconfused by over choice â style has lowest.