The Study Of Undergraduate Consumer Decision Making Styles

As the establishment of the buyer marketing, consumer decision-making styles had aroused researcher's attention. American scholar examined consumer decision making styles originally, then scholars of other countries followed American scholar to explore consumer decision making styles. The research realm was broadened, but previous research was only limited to examine the cross-cultural application of the Consumer Decision Making Styles Inventory and compare consumer decision making styles in different countries.China has become the largest consumer marketing in the world because of the enormous population. The research on Chinese consumer is few, especially the influential factors of consumer decision making styles. In view of Chinese undergraduate's actuality, the Consumer Decision Making Styles Inventory made by Sproles and Kendall was modified. The Undergraduate Consumer. Decision-making Styles Inventory that was applied to Chinese undergraduate was constructed. Taking the undergraduates as participants, the research explored the component of undergraduate consumer decision making styles, discussed the influential factors of consumer decision making styles, such as sex, cognition style, face consciousness, risk aversion etc. At the same time, the research explored the influence of product involvement degree, price and brand awareness on purchase decision making.The main results are as follows:(1) The Undergraduate Consumer Decision Making Styles Inventory was constituted by three dimensions. They were respectively: Novelty-Fashion, Brand Conscious and Recreation. This three factor model was more reasonable. The result of factor analysis indicated that the Undergraduate Consumer Decision Making Styles Inventory had good reliability and validity.(2) Gender affected undergraduate consumer decision-making styles, female pursuit novelty-fashion and recreation. The influence of cognition style and emotion on undergraduate consumer decision-making styles was not significantly.(3) Consumer face consciousness, risk aversion and family location had significant influence on the three consumer decision making styles i.e. novelty-fashion, brand conscious and recreation. The undergraduates who high face consciousness pursuit novelty-fashion, brand and recreation. The undergraduates who low risk aversion like novelty-fashion. The urban undergraduates pursuit novelty-fashion and recreation.(4) Product involvement degree, price and brand awareness affected undergraduate purchase decision making. As far as preference was concerned, high involvement product was significantly higher than low involvement product, famous brand was significantly higher than common brand. As far as purchase intention was concerned, the undergraduates chose low price product firstly, next is middle price product, high price product was primary not the range of the choosing. The purchase intention of famous brand was higher than common brand.At last, based on the above results, the research provided valid sale tactics for enterprise. Enterprise develops potential undergraduates consumer marketing by advertising and product tactics on the one hand, increases marketing share by distribution and price tactics on the another hand, as a result, brings more chances to themselves.