Lifestyle And Product Style Mp3 Player Consumer Purchase Decision Research,

With the competitive pressure arising from globalization in the 21^st century, consumer behaviors have changed and can not be satisfied with low price products. Consumers tend to purchase products with a unique designed product style. The "Esthetics Economic Period" is arriving. Product style becomes an important selling feature, and leading the consumer product into a high standard product style. How to have an effect on consumer's feeling through product style to build brand image and brand personality has become an important factor in marketing strategy.The conceptual of framework is based on E-K-B consumer behavior model. Market segmentation is based on life styles of users. The study used MP3 players as an example to discover the similarities and differences of preferences for product style and purchase decisions among various consuming group, further to explore the effects of product style to consumer purchase decisions. It is expected that the results of this study could provide practical suggestions for the industry to establish marketing and product design strategies.The study shows, through the process of segmentation, four consumer groups: joys of living, conservative, fashion-showing, positive ego. And further shows as follows:1. There exist significant differences between market segmentations in the following purchase decision variables: brand of use, motivation, evaluation standard, increase purchase will, consideration time. But do not have difference in using time, advertising stimulates purchase, information seeking and place of purchase.2. There exist significant differences between market segmentations in the following product style variables: preferences for product style and importance of product style on purchase decision. But do not have differences in concerned style factors and brand recognizable by appearance design of product.3. Product style has positive effect to consumer purchase decision.