This work examines youths’ consumption behaviours and patterns in the telecom industry
taking cognizance of the analysis of consumer-style inventory (CSI) dimensions. To guide the research,
eight research questions and eight hypotheses were formulated based on the CSI construct of Sproles and
Kendal (1986). The study further focused on youths and hence the undergraduates of the Faculty of
Management Sciences, University of Lagos, were selected for the study. The eight scales of the
construct showed the relevance of the model in the telecommunication industry vis-à-vis youth buying
patterns and decisions. Thus, the variables of high-quality consciousness, novelty and fashion
consciousness, recreation and hedonistic, brand consciousness, price consciousness do affect youths’
buying behaviors while impulse consciousness does not affect youths’ buying patterns and decisions.
Keywords: Consumer Style: Buying Decision, Telephone Services, Hedonistic Consciousness
