Study Of The Relationship Between Young Female Consumer Decision-making Style And Personality

With the arrival of the era of women consumption, the academic research on female consumers in marketing is becoming increasingly popular. The young women in women, as the most potential consumer groups, are concerned more and more by the marketing scholars. Based on the former research, the author tries to discuss the young female of consumer decision-making styles dimensions, and further studies the character and the relationship between variables.In the related literature at home and abroad, the author do a lot of research and analysis. On this basis, the author firstly uses Sproles& Kendall's CSI questionnaire survey as the prototype, open for China's young women's consumer decision-making styles questionnaire. Secondly, purify the CSI, scale the eight dimensions of consumer decision-making styles that was raised by Sproles& Kendall and are verified it, eliminate the consumer decision-making styles dimensions of Chinese young female consumers, get that the dimensions of Chinese young female consumers' decision-making styles are fashion, economical, entertainment, loyalty, perfectionism and impulse. On the basis of original research model, the research hypotheses, the author discusses the relation between characteristics, personality traits and the consumer decision-making styles of young women and the effect of analysis of variance to the consumer decision-making styles of young women, and through the analysis and regression analysis to study independent verification, and construct the regression model between with dependent. Finally, through the analysis of data, and results of the research results, draw the conclusion, demographic variables for young women consumer decision-making styles of partial dimensions have significant effect, and young women's personality no significant correlation between, personality traits of young female consumers variable decision-making styles dimension has significant effect. Then based on the results of data analysis and discussion, put forward some suggestions and countermeasures for marketing, business in young women for the target market marketing strategy provides practical guidance.This study explores the relationships between personality traits and the consumer decision-making styles of young women, the psychological concept of personality traits combined with the consumer decision-making styles, broaden the consumer decision-making styles of research and content, and further opened the individual consumer psychology factors that seems as a "box-ticking", also improve and expand the consumption psychology theory research. At the same time, explore the consumer decision-making styles of young women has important value not only for the goal market segments but also for the developing of marketing strategy.It is the inevitable requirement of the development of market economy, to meet the needs and desires consumption group has certain practical significance to the businessman, more reasonable and effective marketing strategy will have strong guiding value.