Consumers make buying decisions and they make many different types of purchases every day. In this various marketing environment, there are rules playing significant part in the consumer decision-making. A free market economy, assumes informed, educated consumers with the power to influence the market through their rational decisions when confronted with choices in the market. It shows the importance of the rules of consumer decision making .In addition ,decision making rules are great tools for marketers who interested in serving the consumer. Several researchers in the field of consumer economics have concluded that consumers follow different styles or rules in making decisions when confronted with choices in the market (Sproles, 1985; Sproles & Kendall, 1986; Kendall & Sproles, 1990; Hafstrom, Chae, & Chung, 1992; Fan, Xiao, & Xu, 1997; Richmond, McCroskey & Roach, 1997; Fan & Xiao, 1998; Dollinger & Danis, 1998; Kang & Kim, 1998). In 1986 Sproles & Kendall defined a consumer decision -making style as "a mental orientation characterizing a consumer's approach to making choices". These statements that I mentioned above further suggested that the factors such as consumer's background including personality and culture may influence the way consumers develop those styles.In this report I am going to discuss the factors influencing the consumer decision-making styles. These factors are divided into two parts. One are internal factors, the other are external factors.
             Among other disciplines, there are many branches such as motivation, attitude and belief and so on have led to our consumer behaviors study. However, here we commence by examing how a person's decision rules are influenced by two major factors-- Personality and lifestyle.
             According to soluman, M that personality refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment. It is cle...