The Study On College Students' Consumer Decision-Making Styles And The Relation Between It And Personality

Content: This paper includes two parts of theory survey and application study mainly. By means of theoretic research, in the first part this study explores the consumer decision-making style, and finds that the consumer decision-making styles of the undergraduates' is a important field for us to explore. By means of questionnaire survey and by use of statistical methods including exploring factor analysis, stepwise regression analysis, one-way anova, in the second part, this study have explored some questions about the factors of the college students' decision-making styles, the interrelation between individuals' personality, and differences from consumers' gender, inhabited area, the only child or not, which lets to five results: (1) a few of the factors in the CSI can applied in different countries; (2)Though the personality is not the main influencing factor, Some of the factors in individuals' personality can significantly affect their decision-making styles; (3)There is gender difference in college students' decision-making styles; (4)The college students from different inhabited area have different consumer decision-making; (5)The only child have different consumer decision-making from those who are not only child. In the end of this article, the discussions are given to interpret the outcomes, and for the sake of application, the marketing strategies are given to match different consumer decision-making styles.