| Summary: | 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.
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