A Research On Irrational Purchase Decision-Making And Irrational Purchase Behavior

From economics'viewpoint, the consumer's purchase decision-making process is based on the hypothesis that the decision is to realize the utility-maximization. But there is big difference between this hypothesis and the consumer's purchase decision-making process in reality. In fact, consumers are more likely want to a utility-satisfaction result, that is called bounded rationality. However, this traditional consumer's purchase decision-making model still can not give a clear explanation to a new kind of purchase decision-making: irrational purchase decision-making. The irrational purchase decision-making is caused by various factors. Researchers have different views to the irrational purchase decision-making model. This paper discusses its definition and classification, and then discusses the interaction between the irrational purchase decision-making and cognition & feeling.Based on the discussion of irrational purchase decision-making, the writer put forward some hypothesis and problem, and then does research for the irrational purchase phenomenon among university students. The results indicate: irrational purchase is very common among university students; girls are more likely to do irrationality purchase than boys; students come from villages are more likely to do irrational purchase than those come from towns and cities; students belong to One-Child -Family are more likely to do irrational purchase than those are not. Girls, students come from villages, students belong to One-Child -Family are more likely to do irrational purchase than boys, those come from towns and cities, those are not belong to One-Child–Family.Factors that affect the irrational purchase are: the limited quantity sell in given time promotion make consumers to do irrationality purchase; the more influence consumers get from advertisement, the possibility for irrational purchase are bigger; the advertisement with more emotional factors is easy lead to irrational purchase; when people in very good or bad mood, they are tend to making irrational purchase action easily; The classmates and friends influence also play a role in university students'irrational purchase. This research also found that there are some misunderstandings for irrational purchase in their mind.At last section, some marketing suggestions are put forward according to the results get from this survey.