The Study On Consumer's Consumer Decision Making Style And Personal Value Of Old Consumer

As the aging of population arrival, the population proportion of the old age increase gradually in our country, the old consumer market is also gradually formed, at the same time we need know the characteristic of the old consumer to guide the commodity the production and the sale, simultaneously the old consumer'physical and mental have changed that theirs consume behaviors have particularity. On the other hand there is not much research on the old consumer, and in our country the research of the old consumer is concerned on the macroscopic consumer behavior, only a little involves the psychological stratification part.The consumer decision-making style is the process that when consumer have many choices to makes, and the values are the in-depth psychological factor to affect the consumer decision-making process, and help consumer to form the stable policy-making style and the policy-making tendency in the shopping process.Therefore take the disquisition on consumer's policy-making style and the values, can know the consumer's characteristic during the shopping decision making, and analyze influence on the decision-making.This research adopts the demonstration way, take the questionnaire survey method to investigate the old consumer's consumer decision-making and personal value, the aim is know the influence of consumer decision making and the character, and know the relation between the consumer decision making and the personal value, moreover based on the result to group the consumer type, simultaneously apply the research result in the marketing utility.In the research selected 300 senior citizens as the random sample to conduct the research. After calculate the date of investigate find that the old consumer decision making is different from the former research, the consumer decision making has gender difference, and the personal value has influence on the decision making . These results can let the old consumer know themselves better and moreover provides certain theory basis to guide the enterprise and business's production sale.