A Study Of Chinese Rural Consumer Decision-Making Styles

The problem of farmers has always been a big concern for the whole society, not only because the proportion of farmers in the total population is large ,but also because all the economic and social problems related with the farmers play a decisive role in the overall development of both the national economy and the society .In recent years ,with the problem of insufficient need getting serious ,the central government attaches more importance to the problem of farmers ,and take specific measures in different areas to promote our rural economy ,such as agricultural tax exempt in 2006.Besides ,since the concept of "constructing Socialist New Countryside" in 2005,the movement to build a new socialist countryside has been conducted throughout the country and remarkable achievements have been made .Therefore ,it can be predicted that in the near future the consuming level of rural consumers will be largely improved .Thus the study on rural consumers under a new socialist countryside background bears great significance .Traditionally ,the study on rural consumers is done through a macro perspective including overall consumption structure and total statistics .But the study through a micro view is relatively less .when companies conduct marketing ,they usually focus on urban consumers whose income are comparatively high. As for rural consumers , they simply copy those measures but seldom strive to find specific ones that are suitable for them . Because of this, the comparative study on the two and corresponding marketing strategies are especially important.The foreign research on consumer decision-making styles has lasted for a long time .Since the introduction of CSI (consumer decision -making styles inventory), a number of countries have done the test .Domestic research on this field also exists, but it mainly concentrates on urban consumer decision-making styles , with a limited study on the one that takes rural consumers as an independent group . Based on the research results of Elizabeth L. Kendell and George B. Sproles , the authoress conducts her research on rural consumer decision-making styles in China, through the perspective of marketing consumer behavior ,and makes a comparison between rural and urban consuming decision-making styles .Meanwhile ,under the background of building Socialist New Countryside ,the authoress makes a prediction for the changing trends of the rural consuming decision-making styles .Finally ,the authoress proposes the enlightenment of this research to modern enterprise marketing .This research has used such analysis methods as Factor analysis,Cluster analysis and correlation analysis .Though these means the rural consumer decision-making styles can be divided into 11 kinds. They are :(1) Perfectionism (2) Novelty -fation conciousness (3) Price=quantity (4) Amusement conciousness (5) Following-others (6) Brand-loyal orentation (7) Confusion from overchoice (8) Cerefully-going shopping (9) Impulsiveness (10) Passive choice (11) Shopping compromising .In the research the authoress also find that the rural consumer can be divided into four kinds accordding to the rural consumer decision-making styles ,they are consumers of passive choice, the aggressive shopping consumers, Cerefully-going shopping consumers and quality being important consumers .And in the comparence between Rural consumer decision-making styles and urban consumer decision-making styles the authoress find that there are many differences between the two .