Study On Difference Between Shopping Decision-making Style And Process Of College Student

With the economic globalization, development of technology and unlock of some field of government, the changes of market brought so many opportunities to merchants and also great challenges at the same time. Otherwise, the recruit of university made the college students become an important consume colony. A lot of merchants should focus on how to hold the minds and activities of this part of consumers. This paper based on the theory research of former people and makes use of the CSI of Sproles and Kendall (1986), and then get the conclusion of decision-making style of college students., And consumer decision-making style variables for cluster analysis on college students, come to different types of consumers in the purchase decision-making process in the existence of differences, to provide recommendations and advice.There are five parts in this paper. The first part expound the reason of this paper, the meaning of research and method of analyze. The second part, under research of the literal review of decision-making style and process, and made a generalization of college students' consume activities. The third part put forward the assumption, design of questionnaire, ways of investigate and research, source of data and method of analyze. The forth part is the keystone of this paper. After the analysis from statistic software, get the decision-making style of college students. And the breakdown of variables for the consumers Grouping students, validation of different groups in the purchase decision-making process of whether there were significant differences between different groups and analysis of the characteristics of the purchase. The fifth part give some suggestion and advices and the final analysis of the shortcomings of the study.