The influence of Values and Lifestyle on purchasing Behavior of Consumers-A Research in Mobile Phone Market

摘要

In this paper, we used the CHINA-VALS scale toanalysis the influence of the values and lifestyle on China'smobile phone buyers. On the basis of survey data, through factoranalysis and K-means cluster analysis this paper segmentconsumer into four groups; Next, we researched the demographicfactors and product purchase intention in use of chi-square tests;Finally, we did chiasma analysis on the market segments andgave some marketing suggestion of consumer behavior-basedmarket segmentation.