Author(s)

Yuqin Cui

Corresponding Author

Yuqin Cui

Abstract

Young women, as the most potential consumer groups of women, are concerned more and more by the marketing scholars. On the basis of relative research in the domestic and foreign scholars, the author combined with Sproles & Kendall's work of CSI scale for young female consumer decision-making styles questionnaire in 1986,launched on the young female consumer decision-making styles, young female consumer decision-making styles mainly has six dimensions: fashionable, affordable, leisure and entertainment, loyalty, perfectionism and impulsiveness. This paper, for one hand, expands the consumer decision-making style research perspective, on the other hand, has important guiding value for the business target market segmentation and marketing strategy.

Keywords

Young women, Consumer decision-making Styles, Personality traits