Research On Chinese Post 1978 Consumers' Consumption Behavior From The Perspective Of Values

Consumer behavior research is a very important foundation of establishment and implementation of the enterprise's marketing strategy and tactics. Nevertheless, if these is only superficial research on it, no correct strategy and tactic can be insured .People's behavior is the above the water surface part of the"culture iceberg", when the under part is person's values. Enterprises have to explore the values instructing the consumers'behavior, and understand the reason for buying, in order to find their value opportunities.In this research, we study on Chinese post 1978 consumers'consumption behavior from the values viewpoint. Based on theories of consumer behavior, collectivity memory and hierarchy of values, we establish the model of Chinese post 1978 consumers'groups on the perspective of planar values. Firstly, we put forward new classification dimension of the values based on other researchers'work, i.e. the classification on the time and space dimension of the values. People of different eras have dissimilar social values on the perspective of time dimension. We sort Chinese post 1978 consumers by their ages according to collectivity memory theory. On the perspective of space dimension, people's values have the attribute of hierarchy. We sort Chinese post 1978 consumers by the sources they owe according to the hierarchy of values theory. Then we take the diverse social values on the time dimension as the x-axis, the three hierarchies of values on the space dimension as the y-axis, divide Chinese post 1978 consumers into different groups, establish the model of Chinese post 1978 consumers'groups affected by planar values, and advance eight hypotheses related.This paper take Chinese post 1978 consumers as the research object, and make empirical research on it. We get 360 samples and make statistical analysis to test the model. The questionnaire includes four parts: social values scales, personal hierarchical values scales, consumer behavior scales, and personal background material scales. We use statistical analytical software SPSS 11.5for Windows, and many statistical analytical tools such as reliability analysis, relevance analysis, factor analysis, cluster analysis, one-way analysis of variance, Chi-square test and so on, to analyses the data. The results prove our hypotheses and the existence of the nine groups.