新生代与传统世代农村消费者家电耐用品购买决策行为比较研究——以湖南、湖北、河南三省为例

A Comparative Research on Purchasing Decision-making Behavior of Household Appliances between New Generation and Traditional Generation of Farmers： Taking Hunan, Hubei and Henan for Example

本文以湖南、湖北、河南三省为例，对我国新生代和传统世代农村消费者的家电耐用品购买决策行为进行了比较研究，发现他们在需求确认、信息搜索、选择评估、购买决定和购后行为等方面均存在显著差异，对此，本文有针对性地提出了开展农村家电营销的若干策略建议，以期为“家电下乡”企业提供决策参考。

Based on the investigation in the provinces of Hunan, Hubei and Henan, this paper compares the purchasing decision- making behavior of household appliances between new generation and traditional generation of farmers in China. The results show that there are significant differences in need recognition, information search, evaluation of alternatives, decision implementation and post- purchase behavior between the two generations, according to which marketing strategies and tactics are suggested.