Study On The Relationship Of Income,Personality And Consumers Decision-making Styles Of The Female College Students

The research about female consumers is becoming more popular recently.Based on the former research,the author discusses the female consumer decision-making styles dimensions,and explores the income and personality traits how to affect the consumer decision-making styles of the female consumers.At first,we do an exploratory factor analysis of CSI.By testing the reliability and validity of the scale,we get the final questionnaire.The consumer decision-making style questionnaire measures:novelty and fashion conscious;impulsive,careless consumer;brand conscious and price equals quality;habitual,brand-loyal to and price conscious and value for money.And then through ANOVA,correlation analysis and regression analysis,we talk about demographic characteristics and personality traits how to influence the consumer decision-making styles of the female consumers.Through data analysis,we get results of the study:The female college students in Nouthest have their own unique characteristics,The demographic characteristics and personality traits can affect consumer decision-making style,after regression,the personality traits and income of the female college students can forecast the consumer decision-making style.Exploring the relationship between demographic characteristics and personality traits and consumer decision-making style enrich the consumer theory.Based on the results,the author make some advices on marketing:low price;brand management;advertisement and innovation.