Uncertainty Effect of Consumer Preference on Consumer Decision

The market survey is the foundation for enterprise to establish marketing plan and carry on decision, particularly in the current consumer-oriented under the buyer´s market. The consumer preference reflects the subjective desire of consumers directly, and the result of consumer´s subjective desire often influences consumer´s choice immediately. Through empirical analysis the paper shows the uncertainty is importance in preference and decision. Consumer decision depends on not only consumer preference, but also uncertainty. Ignore the existence of such uncertainty may makes enterprises are in decision-making errors.