Study On The Relationship Between Chinese Older Consumers' Self-conception And Consuming Decision-making Style

Since the reform and opening up, investment and exports have become a strong driving force for economic development, but the strong pull implication of the consumption growth never realized. However, in the new background of international financial crisis, China's exports were an unprecedented challenge, and external demand was insufficient. Then expanding the significance of the final consumer demand will stand out. In the process of developing consumer market, we should pay enough attention to older consumers demand. At present, China's aging population is becoming more obvious, people over the age of 60 accounted for 11% of the country's population is projected to 20 years of this century. The elderly population will reach 243 million.17% of the total population will form a sizeable elderly consumers.The world is entering an era of aging. China's aging process is accelerated development period, there are many scholars to conduct research on the elderly consumer behavior, but few scholars are concerned about self-concept of older persons affected consumer behavior research. Self-concept with potential, a stable form of participation conduct people's behavior on a very profound impact. Aging consumer psychology is embodied through their purchasing decision-making. There will be a link between their purchase decision-making and self-concept. This paper will examine an empirical perspective on the relationship between self-concept of consumers and purchasing decision-making style. With the introduction of self-concept theory, this study, sought by the elderly in Changchun consumer behavior research, further enrich Chinese elderly consumer behavior, and further promote the older consumer market.This paper is divided into six parts. The first part describes the research background, research objective, research-based. The second part is the review of the literature reviewed on the basis of consumer behavior related to the elderly, self-concept and self-concept theory of consumer behavior research. The third part presents a theoretical model and hypotheses. Self-concept of the elderly population is various in structural components of gender differences, health differences and differences in educational level. Aging people's consumer decision-making style, to a certain extent, has gender differences, health differences and differences in educational level. Self-concept of population aging will affect their consuming decision-making style. PartⅣdescribes the research questions, questionnaire design and market research methods and the basic situation of the elderly's consumption is analyzed. This fifth part uses the statistical analysis software spss15.0 and Amos on the survey data analysis, statistical methods such as by analysis of variance derived the basic characteristics of the elderly consumer behavior. In addition, with the understand overview of the premise, the author does a detailed analysis of older persons' consumer decision-making on different gender, different health conditions, and different educational level differences. And we further examined the relationship between self-concept and the elderly consumer decision-making style.This sixth part of this thesis are summarized and pointed out shortcomings and future research directions, and to make the marketing practices of the Enlightenment.This study is on the consumption situation of older persons in Changchun and consumer behavior with a more comprehensive survey, and statistical software spss15.0 and Amos were analyzed, reflecting the general situation of the elderly consumer behavior and characteristics. This paper on the aging population by Richter scale concept and consumption decision-making style of self-investigation, which can be in-depth understanding of their psychological characteristics of consumption, consuming decision-making style and consumer culture. And then on the aging population, the corporation can provide a strong marketing initiatives, to develop "silver market" better. From this perspective, this paper not only has theoretical significance, but also has important practical significance.