The Study Of Consumer Decision-Making Process Based On Segmentation Of After 90 Urban Youth' Life Style

With the continuous progress of economic integration, especially after China's accession to WTO, the competition becomes more stimulating and cruel. Encourage competition in the market is bound to raise new business issues and challenges. In connection with the insight into the consumer can not be separated.90 young people, especially 90 Urban Youth, live in a more favorable environment for physical conditions.They have chance to get new things. As they grow, their consumption desires, and spending power has begun to appear.followed by the tremendous market has also been of concern to many businesses. as the younger generation growing,they are going to dominate the next era, will also become the backbone of the consumer market, so the study about their consumer behavior will have great significance. It is need to start from the way of life to study them, because life is the outward manifestation of consumer behavior, and lifestyle also influence consumer behavior, starting from the way of life conducive to a more in-depth reading of 90 young people and their consumption behavior.Acoording to the structure of the article, Firstly the author introduced the structural arrangements and the background,and explained the significance of research,analysis of 90 young people and the social environment. The research consists of four elements:Firstly the establishment of the relational model, followed by 90 young people in city segment, Secondly, it is based on 90 urban youth lifestyle segmentation, and consumer demographic variables and EKB differences in purchase decision-making process test; finally, data analysis is based on the results. The basis of the content and purpose of this study to develop the basic ideas and processes. Secondly, the study is based on the content of this article and young people from the consumption of consumer behavior research in the field of related literature are reviewed. Review of the literature on this model and the establishment of research is very important.. When it comes to the design of this study and data analysis. Study design is to establishe the relationship between the model framework proposed research variables and hypotheses, and specific implementation plan was designed research; SPSS is a tool to analysis statistical.Factor analysis has been used in the lifestyle section of the questionnaire data, then cluster analysis has been used to cluster the different lifestyle characteristics of the youth group. Finally, the author summarized the conclusions of this study and put forward innovative and shortcomings of this study.Specification research and empirical research have been used in the study. The former is used to determine the model; The latter is used for the analysis of dataThe innovations that this paper does show as follows:1. Induce the lifestyle dimensions of the 90 urban youth.2. Veilfy the relation of lifestyle and consumption behaviors of the 90 urban youth.3. study the 90 urban youth From a new perspective.