A Comparative Study Of Consumer Decision-Making Process In Different Involve Situations

With the deepening of reform and the intensification of social transformation, great changes have taken place in China’s rural economic structure, the rural migrant workers at the beginning of reform has gradually fade out people’s field of vision, and the migrant workers born after1980s and1990s instead. And they began to become the important force in the social and economic development and urban construction. These migrant workers born after1980s and1990s were called the new generation of migrant workers. As a special and huge consumer groups, although their income level is not high, but their personal consumption expenditure increased year by year, even began to pursue the diversification of consumption and higher level quality of life, and has a certain brand idea, obvious different in the food and clothing and entertainment and other aspects of consumption activities. At the same time communities pay more and more attention to the new generation of migrant workers, so it is need to study the community consumption decision-making behavior. This article starts from the perspective of their lifestyle, studies consumer decision-making process in different involvement levels. Secondly according to the research content, author reviewed involvement degree theory, the consumer decision-making model and a new generation of migrant workers, etc. Review of the literature has great significance in the research design and research direction of variable establishment.Questionnaire is used in the study, the author established three variables:high and low involvement situational variables, lifestyle and consumer decision-making process variables. SPSS statistics software is a tool to analysis consumer decision making process of the new generation of migrant workers. Based on the segment the author studied the differences in five stages of the new generation migrant workers’ consuming decision-making process, finally established the research conclusion.The study found that in high involvement situation, five stages of EKB decision-making process:demand cognitive, information collection, scheme evaluation, purchase decision and post-purchase reactions have significantly differences after lifestyle segmentation:in demand cognitive stage, success pursuing group think price is more important; positive struggle group tend to collect information through the network more than others; scheme evaluation stage, brand preference of positive struggle group and happy life group are more obvious; happy life group and self contradiction group choose online shopping more than the other groups; post-purchase reactions are significant different for satisfied circumstances, the positive struggle group and success pursuing group are more willing to recommend others to buy when they feel satisfied. While only scheme evaluation period in five stages of EKB decision-making process has significant difference in low involvement situation, the difference is that the actively struggling group has brand preference more than the other four groups in scheme evaluation stage.Research value, the author discussed the results of the study, and compared the purchase decision-making process of urban youth, find out the convergence and differences, then according to the marketing strategy model, put forward some marketing strategies based on the differences of segment also gave some enlightenment on marketing. Finally it is the innovation and deficiency of this paper. Research perspective and methods of this article has certain innovation:combine the market segmentation theory with EKB process in different involve situations to study the new generation of migrant workers.