The study proposed to understand the effect of consumers’ decision making styles on their perceptions. It also explore the relationship among extrinsic factor of consumers’ perceptions; perceived quality, perceived value, perceived sacrifice which influence on purchase intention. In addition, this study investigates the moderating effect of religiosity and type of products on the effect of consumer decision making styles in purchase intention.
This study surveyed and collected 472 questionnaires. Ten hypotheses are developed and tested with data from scenario-based questionnaires. In addition, Structural equation modeling was used to examine the hypotheses testing and fit measurements of research models.
The results indicate that consumer decision making styles are found to have relationship with perceived quality, perceived value and perceived sacrifice. Perceived quality is found to have positive relationship with perceived value and purchase intention. Perceived value also found to have influence on purchase intention. Finally, this study also found that religiosity and product types tend to moderate the effect of consumer decision making styles on purchase intention. Specifically, consumers’ with higher level of religiosity and buying utilitarian products tend to have higher purchase intention.

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