The Empirical Study On Consumer Decision-making Style And Consumer Decision-making Process Difference

Many scholars have carried on massive study about consumers decision-making style.The study area can be mainly divided into two kinds, one kind is Trans-Culture empirical study of consumer decision-making style by means of CSI, the other kind is correlative study between consumer decision-making style and other variable of consumer behavior. Consumer decision-making process is the core content of marketing and consumer behavior. How consumer decision-making style largely influence consumer decision-making process? Whether different communities have difference in consumer decision-making process? Whether those difference have remarkable characteristic.those questions have great significance to marketing decision,but there are few study of such aspect now.Therefore.the purpose of this article is to analysis the difference and its characteristic of different communities in consumer decision-making process.In the first chapter this article elaborate the reason to select such topic.significance and method of this study. In the second chapter this article summarize the correlated previous study about consumer decision-making style and consumer decision-making process. The third chapter is something about the supposition, the data statistical analysis method and the questionnaire survey of this article.The fourth chapter is the emphases of this article which uses the spss statistical analysis software to analyze the data of the questionnaire.obtain the undergraduate consumer decision-making style by means of factor analysis.divided the undergraduate into different communities, validate that there are remarkable difference which exists in consumer decision-making process among different communities and analyze the remarkable different characteristic of different communities in purchase decision-making process. The study have explored that there are 8 representative consumer decision-making styles: conception of brand, conception of high-quality, conception of price, conception of fashion, confusion by overchoice, shopping impulse and conception of information.According to consumer decision-making style the undergraduate can be divided into three communities: "quality- conscious ","Non-fashion","information-conscious" There are remarkable difference between different communities in consumer decision-making process. Through the remarkable...