Research On College Students Cell Phone Purchase Decision-making Evaluation Index System

College students cell phone purchase decision-making is a process of comprehensive effect of multiple factors, the degree of influence of each factor varying. To evaluate the impact weight of each factor, the approach is particularly important, which will directly affect the authenticity and reliability of the evaluation results. This study aims to propose an assessment approach, in order to determine the impact weight of each factor in process of college students’cell phone purchase decision-making, providing a reference for the enterprise to develop the right marketing strategy about the market for college students’ cell phone, so as to realize the practical significance of the study.To achieve the goals, the present research focuses on the cell phone product purchase decision-making and conducts two phases of studies. In the first phase, the underlying factors were reviewed. The paper puts forward that the factors affecting college students’cell phone purchase decision-making, including brands, decision-making body, the environment and the product, four aspects.16factors were listed that influence purchasing decisions as well. At last, the college students’ mobile phone purchase decision-making evaluation system was established.In the second phase, based on the evaluation system, the paper finished empirical research through applying AHP and fuzzy comprehensive evaluation method. Participants recalled the phone purchase decision-making process. Thesis selected four relatively widely used mobile phones as the experimental study objects. The results indicate that, the evaluation system developed in the present research is proved as sensitive and effective. The system can be used to assess the impact weight of factor in the process of college students’ cell phone purchase decision-making.The contribution of this research is both theoretical and practical. This study proposes an assessment approach to determine the impact weight of each factor in process of college students’ cell phone purchase decision-making, providing a theoretical basis for enterprises to develop appropriate marketing strategies as well.