Relation Research for Consumers’ Life style and Consumption Pattern and Characteristics

As the concept and tools of “Customer Relationship Management” (CRM) are promoted, and the competition between firms are even growing, the characteristics of consumption patterns is very valuable information for firms. So how to do adequate analysis to consumers’ data in the database, to extract helpful information, is this research focus on. How 3C firms use the data in database including life groups of consumers, leisure activities, information sources and consumption behaviors, product mixes purchased, through cross-analysis, to help 3C firms understand the characteristics of consumption patterns, and refer to make the marketing decision. The objectives of this thesis includes using the life groups of consumers as the basis of market segment, and the correlation between life groups and information sources, the influences of different life groups to consumption behaviors, and the correlation between life groups and product mixes purchased, then the correlation between consumption behaviors and product mixes purchased. The conclusion including the life group marketing, affinity marketing, the suggestion to distribution setup and the meaning of primary consideration factors as purchasing.