The Influence of Values and Lifestyle on Purchasing Behavior of Consumers -A Research in Mobile Phone Market

In this paper, we used the CHINA-VALS scale to analysis the influence of the values and lifestyle on China´s mobile phone buyers. On the basis of survey data, through factor analysis and K-means cluster analysis this paper segment consumer into four groups; Next, we researched the demographic factors and product purchase intention in use of chi-square tests; Finally, we did chiasma analysis on the market segments and gave some marketing suggestion of consumer behavior-based market segmentation.