[Keywords:] consumer psychology and consumer behavior suggestions of college students
College students are a special consumer group. Because of the special psychological characteristics such as education level, campus environment and age, they have their own unique consumption psychology and behavior. Through the questionnaire survey of some college students, aiming at their consumption status and characteristics, we can purposefully guide them to cultivate a correct consumption view and outlook on life.
First, the consumption status of college students
1. Source of consumption
According to the survey, up to 93. 1% of students' living expenses come from their parents, which shows that the vast majority of college students do not have independent financial resources now. The main reason is that it is still in the learning stage and is limited by its own time and ability. In addition, China's traditional education or concept does not advocate and cultivate students' economic independence as early as in the West, and there are some objective reasons why the living expenses are mainly paid by parents.
2. Analysis of specific consumption items
(1) Love consumption. Love is an important aspect of emotional needs. College students' love is romantic, but it must have certain economic backing. The survey shows that 84.3% of love consumption comes from living expenses, 7.6% is specially provided by families, 5.7% comes from work-study programs and 2.4% comes from scholarships.
(2) Tourism consumption. Tourism provides consumers with happy, pleasant emotional experience and novel feelings, which is a way for college students to relieve their troubles and "get rid of". The annual travel expenses of college students are as high as 1000 yuan, and the lowest is about 1000 yuan. According to the survey, the source of tourism consumption: 37.8% depends on family support, 4.5% comes from work-study program, 12.2% is to save living expenses, and 5% is scholarship.
(3) Internet consumption. Internet consumption has become an indispensable part of college students' life to a great extent, and it has also become one of the factors that can change their lifestyle and habits. According to statistics, the computer penetration rate among college students has reached 21.2%; Some dormitories are as high as 3 ~ 4 people. 7 1.2% of the economic source of buying a computer is provided by the family; 15% comes from the living expenses saved by oneself; 9% comes from work-study programs; 3.8% people come from scholarships.
(4) Communication consumption. Mobile phones have become an indispensable communication tool for modern people, and college students are one of the people with the highest mobile phone penetration rate. The mentality and behavior of college students using these products are different. One is to undertake students' busy work or social needs; The second is herd mentality, which is reflected in an immature consumption-waste. 80.2% of the money for buying a mobile phone is provided at home, 12% is for living expenses, 6.7% is for work-study programs, and 1. 1% is for scholarships.
Second, the new consumption concept of contemporary college students
1. Diversified consumption tendency. 2 1 century, college students are not satisfied with the monotonous life in dormitories and classrooms. Entertainment, sports, mobile phones, computers and new IT products have all become the consumption hotspots of college students. The consumption of college students has shown an obvious trend of diversification, and they are eager to have a high-quality life. On the one hand, influenced by family income level and living habits, the consumption level and quantity will vary greatly, on the other hand, it depends on the diversity of college students' personal needs.
2. Rational consumption is the mainstream. Price, quality and fashion are the main factors to attract college students' consumption. From the survey results, pragmatic rationality is still the main consumption concept of college students at present. Due to the limited spending power, college students are often very cautious when spending money, and will try their best to spend reasonably and moderately according to the economic conditions of their families.
3. Don't spend money to enrich your brain. Due to the requirements of employment units for high academic qualifications, college students study undergraduate courses, take master's exams after graduation, buy reference books and enter cram schools for intellectual investment. There are also some college students who minor in the second degree and major, and train in English, computer and other certificates to accumulate knowledge capital for their employment.
4. Pursue fashion consumption. College students pay more attention to the connotation, brand influence and appearance of products. Because they are knowledge groups, they should not only enjoy the value experience brought by products and services themselves, but also enjoy the humanistic value experience outside products.
Third, the problems existing in the consumption situation of contemporary college students
1. consumption misunderstanding. First, the blindness, unplanned and randomness of consumption; Second, pay more attention to material than spiritual consumption; Third, there is a tendency to imitate in consumption. In the process of trying to adapt to society, the most obvious performance is the imitation trend of consumption choice; Fourth, there is comparison behavior in consumption.
2. The widening consumption gap leads to polarization between the rich and the poor. College students come from different regions and families. The imbalance of regional economic development and industry leads to the imbalance of family income, and the difference of family structure makes the consumption of college students appear a certain gap between the rich and the poor.
3. There are unreasonable factors in the consumption structure. The living consumption structure of college students is changing, but its main components are living expenses and purchasing study materials and supplies, and the proportion of leisure and entertainment expenses is gradually increasing.
4. Excessive love consumption. The lowest expenditure on love is around 50 yuan, and the highest is in 500 yuan. Many of them admit that in order to pursue their emotions, they need material input, and it is often difficult to rationally grasp the principle of moderation in consumption.
Fourthly, it briefly analyzes the main reasons of current college students' biased consumption psychology and behavior.
1. Subjective reasons
(1) Uncertainty and inducibility of consumer demand. Influenced by age, experience and other factors, college students are in a transitional period from immature stage to mature stage. Its consumption habits and psychology are still unstable, and its consumption demand is more flexible.
(2) impulsiveness and imitation of consumption behavior. Because college students' thoughts, feelings, hobbies and personality temperament have not been fully finalized, they are impulsive and emotional, and the objective environment and fashion trends have a prominent impact on their behavior.
(3) Fashion and conformity of consumption motivation. When stimulated and induced by the external environment, college students often have a psychological desire to keep pace with the times. Therefore, when we buy, we pay special attention to the style and social fashion of the goods, but seldom pay attention to the practical value and price of the goods themselves, so as to attract attention or highlight our personality.
2. objective reasons
(1) Social aspects. Society is a big dye vat. When some college students are strongly impacted by the unhealthy social atmosphere such as hedonism, money worship, extravagance and waste, it is easy to form psychological convergence and yearning without timely and correct guidance from school teachers and parents and brothers. When families can give higher consumption conditions, these thoughts will be fully reflected in their consumption behavior.
(2) family. As the cell of society, family can be understood as the epitome of society to some extent. Some parents have misunderstandings about their consumption concepts, which will inevitably affect their children. Now most of them are only children, and their consumption basically meets the supply policy.
(3) education. First, the school lacks research on college students' consumption psychology and behavior. If the ideological and political education in colleges and universities wants to achieve the actual effect, it is necessary to understand and master the actual behavior of students. However, due to the attention of school leaders, scientific research conditions, personnel allocation and other reasons, the atmosphere of teaching and scientific research that students' education is divorced from actual investigation has not yet formed, and there is not enough understanding; Second, the "two courses" education does not guide the education of college students' consumption view enough. Third, there is a general lack of advocating the consumption concept of thrift among college students.
Five, some suggestions about college students' consumption
1. Establish your own reasonable consumption concept.
To establish a reasonable consumption concept is mainly to treat one's own consumption rationally. As a pure consumer, the source of income mostly depends on the family, so we should consider the family's economic situation and not blindly fall into the misunderstanding of perceptual consumption. First, enhance the sense of independence and cultivate financial management ability; The second is to overcome the psychology of comparison and cultivate a good consumption atmosphere.
; The third is to make a consumption plan that suits you.
2. Establish a healthy consumer culture environment
To cultivate college students' good consumption habits, it is also necessary to establish a healthy family consumption cultural environment. Parents' principled position in daily life consumption is the object that children should imitate at first. Parents' consumption behavior and consumption concept can be reflected on their children in tangible or intangible ways, giving consumers autonomy and paying attention to emotional education, distinguishing consumption requirements, strengthening labor education and promoting the formation of frugal consumption concept.
3. Form a good consumption atmosphere for college students.
Good school spirit is the organic combination of teachers' morality and students' learning lifestyle. Among them, students' consumption psychology and behavior are an important part of reflecting students' lifestyle. Taking cultivating college students' good consumption psychology and behavior as an important content of campus culture construction, we should focus on shaping and strengthening students' good consumption consciousness and behavior, cultivating students' good consumption habits, and then promoting the stability and development of good study style and school spirit.
4. Establish a healthy social consumption environment.
When college students are attacked by bad social atmosphere such as hedonism, money worship, extravagance and waste, it is easy to form a tendency of psychological convergence without timely and correct guidance from school teachers and parents. At present, all kinds of unhealthy entertainment, communication activities and consumption behaviors among college students are largely due to the lack of guidance of healthy consumption culture in society. Based on the great influence of social environment on college students' body and mind, we should abandon the bad consumption behavior among college students, actively support and establish new campus customs, and promote the growth of new consumer culture.
For growing college students, their world outlook, outlook on life and values are in a stereotyped stage, and they are easily influenced by parents, teachers, classmates and other social members, so they are highly malleable. With the development of economy, the college student market is a market with huge scale and potential. How to standardize and rationally develop such a market is an urgent problem for all of us. Only with the joint attention and efforts of students, families, schools and society can the consumption of college students become more reasonable and rational.