消费者决策型态是消费者选择商品或服务时的一般心理定位,它支配着消费者的决策行为,是零售商选择目标市场和制定促销策略的重要依据。对上海市居民的研究发现.中国城市消费者具有完美主义型、品牌认知型、新潮时尚型、休闲享乐型、经济实惠型、粗心冲动型、困惑不决型、忠诚习惯型和随机决策型等9种决策型态,人口统计变量与部分决策型态有显著性关系,部分人口统计变量在基于消费者决策型态的细分市场之间具有显著性差异。 Consumer decision-making is the general psychological orientation of consumers when choosing goods or services. It dominates the decision-making behavior of consumers and is an important basis for retailers to choose the target market and formulate marketing strategies. The study of Shanghai residents found that Chinese urban consumers have the characteristics of perfectionism, brand cognition, trendy fashion, casual enjoyment, economical, careless, puzzled, loyal and stochastic And other nine types of decision-making, demographic variables and part of the decision-making type has a significant relationship, some demographic variables in the consumer-based decision-making-based market segments have significant differences.