An Exploratory Research On The Customer Expected Value Of Generational Shift

Since the reform and opening up, the only unchanged is change. Consumer market become more and more complicated and fragment. In consumption concept and patterns, two generations have obvious generation gap. In order to truly understand the target market demand, the enterprise needs to pay attention to the person of different consumer demand.In recent years, the research focus what causes customers to buy has shifted to the study of customer value. Customer value research can answer what customers want. However, it can't answer the issue that why the customer would be interested in some commodities and some people attribute the properties of particular concern while others don't concern.To the problem-oriented, Reference levels of customer value and means-end chain theory, combined with customer value and consumer values, trying to find after 60,70,80 and 90's consumer values.The article is divided in six parts. The first part, briefly describes the research background, purpose, significance and research framework; The second Part, Overview of customer value, consumer values, and generational differences in results form the theoretical basis of this study; The third part,through data collection and research, to select typical products and to create research models and assumptions; The fourth part,to identify research objects and methods, and to form Questionnaire;The fifth part,With the scores and single factor analysis of variance to find four generations of the core value of consumer expectations; The sixth Part, obtain the results and make management recommendations, besides, pointed out limitations and research directions.Through research, we find that about after 60,there are three core elements of consumer value that sense of belonging, taste and classic; after 70's personal preferences are efficiency, quality, stimulating fun, trendy vitality, quality, classic, full cost, the consumption value of after 80's elements are entertainment, overall cost, quality, personal effectiveness, classic, taste, trendy activity, stimulating fun; after 90's elements after the fashion energy consumption value, entertainment, stimulating fun, full cost.Innovation of this paper is through customer value and consumer values, to Study the value of the different age consumer. By use of means-end chain theory, to find out the value of inter-generational differences in consumption.