China's Urban Consumers To Buy Consumer Value In The Decision-making

Consumption value has become one of the hot topics in consumerbehavior studies recently. Sheth et al (1991) provided a generalized theoreticalframework, and many other theoretical and empirical studies follow. However, thereare quite few relevant studies on consumption values in China's academic field. Thisstudy contributes to explore the consumption values of China's urban consumers oncommodities consumption. And it aims to analyze the structure of consumption valuesand their connection with consumers' personal characteristics.I employed in my studydiversified methods including descriptive statistics, ANOVA, MANOVA, factoranalysis, clustering, Chi square and correspondence analysis.The result of factor analysis generated five factors, respectively named "Perceivedquality, price-value and enjoyment " , "International taste and self-concept", "Pursuitof innovation and modern life", "Aesthetic and prevalence" and "support from otherpeople", reflecting the structure of consumption values during the purchase andconsumption of commodities. Clustering analysis accordingly revealed four differentclusters, including cluster of "self-enjoyers", cluster of "randomly purchasers", clusterof "essential seeker" and cluster of "Aesthetic tasters". The result of MANOVAdemonstrated that these four clusters are significantly different in consumption values.In addition, the author analyzed the relationship between consumption values factorsand demographic statistics variables, thus providing a management implication for thepractitioners in marketing.