【作者】 孔德华；

【导师】 宋宇；

【作者基本信息】 西北大学 ， 企业管理， 2008， 硕士

【摘要】 随着经济的全球化、科学技术的突飞猛进以及中国政府由于履行入世的承诺逐步放开对某些领域的管制,市场的变化给商家带来了无穷的机会,同时也带来了巨大的挑战。另外随着中国高校的扩招,大学生群体的购买力是一个非常重要的板块。如何有效地把握这一部分群体的消费者的消费心理,了解其消费行为是很多商家要考虑的。本文在前人理论研究的基础上,利用Sproles andKendall(1986)发展出的消费者决策风格问卷(CSI)对大学生消费者进行实证研究,得出了大学生消费者的决策风格,并以消费者的决策风格为变量对大学生进行聚类分析,得出不同类型的消费者在购买决策过程中的存在差异,给企业提供建议和意见。本文一共分为五个部分。第一部分阐述了本文选题的原因,研究的意义和分析方法。第二部分,在相关文献回顾的基础上综述了有关购物决策风格及购买决策过程的研究,并将大学生消费行为方面进行了综述。第三部分,提出了本文的研究的假设,问卷的设计及调研的方式,数据的来源、数据的分析方法。第四部分是本文的研究重点,通过统计软件分析得出大学生的购物决策风格,并以之为细分变量对大学生消费者进行分群,验证不同的群体在购买决策过程中是否存在显著性的差异,并分析不同类群的购买特征。第五部分,在前文的研究基础上提出了对企业市场营销有参考价值的意见,最后分析了研究的不足。更多还原

【Abstract】 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.更多还原