1、The Research Project ofChinese College Students Consumer BehaviorWood8.11Table of Contents1.0 Abstract .12.0 Introduction .13.0 Consumer Behavior of Chinese College Students.23.1 Rational Consumption.23.2 Pursue trend and famous brand33.3 Polarize Consumption Level44.0 Analysis of Consumer Psycholog
2、y and Actuality.55.0 Advise to College Students Consumer Problem66.0 Conclusion.77.0 Reference81.0AbstractCollege students as a special consumer group are being more and more attention. Due to the college students ages is young, have a special background, so they are different from other social cons
3、umption group consumption psychology and the behavior. On the one hand, they have strong consumer demand, on the other hand, they have not yet acquired economic independence, and their consumer is restricted. They give them a deep influence on consumer behavior, inevitably there is some consumption.
4、 This project main research on Chinese colleges students consumer behavior to discuss what is the right way to consumer.2.0 IntroductionConsumption is the eternal topic in all human life, is one of the most important part of the whole society. As the salt of the world in the future, colleges student
5、s will be the most important consumer in this social. They must have a correct value on consumption. But now, Chinese universities appear many “Campus Richer” and “Campus Noble” that show the Chinese University Students consumption situation is not optimistic. So it has a great mean to do this resea
6、rch.3.0 Consumer Behavior of Chinese College StudentsChinas higher education since 1999 three years expansion, the number of college students increase, then ease; until 2004, Chinas university student more than 20 million, ranked first in the world, meanwhile, a huge consumer market bred, and presen
7、ts following some phenomenon:3.1 Rational ConsumptionPrice, quality, tide is the main factor to attract students consumption. Practical and rational consumption is still the current college students main concept of consumption. In the purchase of goods, college students The first factor is the price
8、 and quality. This is because Chinas college students and foreign Different, its economic source mainly is the parents support, part-time earn much, this makes heir monthly disposable money is fixed, about 400 to 800 yuan between, family circumstances is better . And the money is mainly used to pay
9、for food and daily life The cost of products. Due to the consumption ability is limited, college students often spending is to Careful, and strive to “benefit to value“, they will try to search those cheap and good commodities.3.2 Pursue trend and famous brandContemporary college students are mostly
10、 young people around the age of 20, like to stand in times front, after new seek, and grasp the fashion, for fear that behind the trend. And college students have has obvious brand preference. National student union, new generation market monitoring institutions and Chinese youth campus pioneer cult
11、ure co., LTD. Jointly announced the 2004 Chinese college students consumption and life form research report shows, Nokia, Lenovo, SONY, TOM, Huiyuan, adidas and become Chinas college students idea of the first pioneer brand. The survey also clearly reflect, in 23 class pioneer brand, the mainland br
12、and accounted for nearly half. In our pointed visit, found that the computer, mobile phone, digital camera, commodity consumption, basic it is foreign brands of the world. University students to C survey data also proved this point, the proportion of perspective, “popular“ followed after the price,
13、quality, becomes the university student considering whether to buy the third largest factors. In order to have a mobile phone or change into one of the most popular mobile phone, some students willing to live frugally, even sacrifice other necessary expenses; Some male classmate to a pair of name br
14、and sports shoes, some female classmate to a set of famous brand cosmetics or a brand name clothes, do not hesitate to borrow money or even steal money to meet their desire to wait, can reflect some students dont know quantity into and out of vanity and driven easily and form the endless bandwagon p
15、sychological. 3.3 Polarize Consumption LevelMost of the students in the economy is not independent, economic source family supply is given priority to, rely on funding, loans, work-study, the proportion of scholarship is relatively low. Regional economic development imbalance and the imbalance of in
16、dustry, leading to the family income balance, lead to the family income level is not balanced, and furthermore, family structure is different, make university students consumption gradually widening the gap between rich and poor. The higher the family income, to students economic supply, the more co
17、llege students consumption constitute a special kind of luxury pattern, mainly displays in tourism, computer, mobile phone, etc on consumption. The university students consumption gap, polarization is clear, the current severe in our country the transformation of social background have a certain ine
18、vitability, along with the development of society and peoples living level of further improved, all these problems will certainly be improved in a certain extent. Less than 4/14/1 4/2 4/3 Over more 4/3 otherfirst-tier cities 30.1 32.7 27.6 3.6 5.6 0.5Second-tier cities 23.7 38.4 24.3 4.5 9.0 0.0town
19、 17.4 30.4 32.6 10.9 7.6 1.1villages 9.0 13.0 33.0 17.0 27.0 1.0(1)4.0 Analysis of Consumer Psychology and Actuality(1) college students living in the “no wall“ in the campus. From point to point and social contact, when some of the college students is hedonism, money worship, wasteful and other bad
20、 social atmosphere attacks, if not timely school teachers and parents get the correct guidance, easy to form the tendency of psychological convergence, when a student in the family can be economically meet higher consumption conditions, these thoughts will be in their consumption behavior fully embo
21、dy. (2) the school education environment on the cultivation of students consumption idea an important influential role. The ideological and political education on students consumption education has not formed enough attention. On college students consumption psychology and as the research of “two co
22、urses“ teaching on college students consumption education guidance is not enough. In addition, the university spirit construction in category a lack of advocating thrift college students living consumption content. University students consumption psychology and the behavior in addition to personal p
23、references, dress, etc were less attention than outstanding individual character, they for fashion brand, basic living supplies, living expenses of the line and other major consumption content have group group psychology. (3) and the parents in their daily life consumption principle position is the
24、most initial children follow object. Some parents itself consumption idea of some mistake. In the process of education training children parents didnt give children set up reasonable and correct, moderate consumption. 5.0 Advise to College Students Consumer Problem(1) enhancing independent conscious
25、ness, cultivate and strengthen financial management ability Todays college students need to know how to in the fierce competition in the social existence, the independent financial ability will become a top priority. Financial management is not a simple arithmetic, is not a simple balance, it needs
26、long-term rational base drink, personal blind impulse is not independence, is capricious performance, it needs not only the mind is the concept of independence, more pressing is an independent action and rational thinking. There are two major contents: first, a correct understanding of money and mon
27、ey regular ability; Second, the correct application of the law of money and ability. (2) overcome bandwagon emotional bandwagon psychological formation inevitable Solution is to set up the first college students to adapt to the trend of The Times, the correct and scientific values, and gradually est
28、ablish the correct life criterion, to give yourself the rational positioning. College students really need the sense of competition, but not all of the things we all need, and strife, and divisions, life be inferior to others, is no shame, no need to lift head. College students basic life consumptio
29、n in general is reasonable and realistic. But discrete trend obvious, individual difference is big, this is mainly students from all parts of the country, because family is different and consumption habits of difference. In the parasitic expense primarily of college students, to foster independent f
30、inancial ability, scientific values should be a top priority. 6.0 ConclusionThe society outside the mainstream of hedonism consumption, give students brought deep influence, is caused by the university students consumption idea bias is one of the main factors. Since the reform and opening up 30 year
31、s, our country has been taking economic construction as the center, sustained, rapid economic growth, peoples living standards also improving the. Parts to get rich family consumption patterns have changed a lot, the traditional consumption concept ceaselessly by impact. University students consumpt
32、ion psychology in the immature stage, vie with each other more common consumption psychology, directly affecting the university students consumption. In recent years the values of consumerism in our society gradually rise, of course also had an effect on college students. Through the investigation a
33、nd analysis of contemporary college students hope to establish correct consumption. 7.0 Reference 1 LiuGongMei etc. College students behavior and the cause of the consumer market economics analysis M. Shanghai: Shanghai finance and economics university press, 2008.214. 2YeMin, the consumer behaviour
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