In this social investigation activity, our group chose to study college students' consumption consciousness, mainly studying college students' consumption consciousness of famous brands, the proportion of famous brand products in college students' consumption, the relationship between college students' consumption of famous brands and the economic development in the region, and the influence of the media. We investigated college students from the facts about behavior, the sensibility about attitude and the facts about personal identity.

In particular, our research is different from the traditional view. Our research only studies the above problems from the objective phenomenon of college students' brand-name consumption, instead of studying the psychological problems of college students' brand-name consumption like the traditional view. Because in today's high-speed economic development, brand-name consumption can no longer be regarded as conspicuous luxury consumption. The brand effect and brand culture represented by famous brands are of great significance to the development of world economy and culture. For young people who are good at grasping fashion and pursuing famous brands, we can't think that they are making irrational and unhealthy consumption as before, but should treat this problem rationally and critically from the facts.

Keywords: college students' brand consumption

Two. Activity process

1. Discuss the theme of social investigation, and finally determine it as the consumption problem of college students.

2. Choose the survey angle and design the questionnaire (see appendix).

3. Distribute and collect questionnaires (* * * Distribute questionnaires 100, and collect 94 questionnaires).

4. Statistical survey data

5. Analyze from all angles.

Three. Data analysis (see appendix)

1. It can be seen from the questionnaire that the vast majority of students have a certain understanding of brand-name products, and only 6.38% of them think they know nothing about brand-name products. But it can also be seen that the proportion of people who think they know famous brand products is close to that of those who think they don't.

2. More than 50% of college students think that their understanding of famous brands comes from mass media such as TV, radio and internet, which can reflect the great influence of mass media in today's society.

3.*** 71.1%of college students choose "ordinary" or "sometimes" when buying brand-name products, which shows that brand-name products are well-known among college students, but 2 1. 1% of college students choose "very few"

4. From the consumption field, most college students are concentrated in clothing, digital products and cosmetics, accounting for 26.5 1%, 19.23% and 13.65% respectively. Others, such as sporting goods, shoes and bags, and food, also account for a certain proportion, while spending on school supplies and accessories is relatively high.

5. When economic conditions permit, 55.32% of college students buy brand-name products or ordinary products according to specific conditions, which shows the rational side of college students' brand-name consumption; Faced with brand-name products and ordinary products, more college students choose to buy brand-name products.

6. Among the reasons for buying brand-name products, 55. 10% of college students think that the quality of brand-name products is guaranteed, 20.4 1% of college students think that the styles and types of brand-name products are more fashionable, only 8.84% of college students think that brand-name products are better than non-brand products, and 65.438+0.36% of college students think that everyone uses brand-name products. This result breaks the traditional concept that college students' brand consumption is only caused by their ostentation and conformity psychology, and it can be seen that more college students' brand consumption is based on realistic psychology and personal needs.

7. Among the college students who participated in the survey, 40.43% came from South China, 13.83% came from East China, and most of them came from coastal areas. Therefore, although we can't make an assertion, we can basically infer that, unlike traditional ideas, college students in coastal economically developed areas are not completely obsessed with famous brands, and their consumption tends to be rational.

8. Among the college students who participated in the survey, 73.4% spent 500~ 1000 yuan a month, which is normal. Only 4.26% spend more than 1500 yuan every month.

9. In the survey of the proportion of brand-name products in consumption, most of them are concentrated in 0~60%.

Four. The results of the investigation

The investigation on the phenomenon of college students' consumption of famous brands draws the following conclusions:

1. Consumer awareness is changing.

There is a budding stage here. With more and more opportunities for college students to get in touch with people and society, their consumption consciousness is also budding. The ubiquitous advertisements and shops constantly radiate their influence to these audiences. For a considerable number of college students, many things can be bought by their parents before they go to college, so they don't have to do everything themselves and worry. However, the freedom of "financial power" is maximized and unprecedented, and their parents do not need to enter the university environment. Aside from the necessary living expenses, money will produce the desire to consume, and consumers will want to buy famous brands. This is not only a simple process of releasing evil property rights, but also accompanied by the formation of consumption consciousness-how much a commodity is worth, how much it needs, what is the standard to measure the value of a commodity, whether to buy famous brands or ordinary brands ...

If the consumer is faced with two commodities of the same quality, one is a well-known brand-name commodity, and the other is a little-known ordinary brand, how will he make a choice? Some people don't care about the difference between famous brands, but in other cases, consumers will definitely pay attention to famous brands first. To give a simple example: suppose that after Geely bought Volvo, Volvo, as a brand of Geely, participated in the auto show with Geely Automobile. It can be predicted that the parking space of Passenger Cloud is definitely not Geely's, but Volvo's (although Geely has acquired Volvo's technology). This is because famous brands will have a famous brand effect and affect consumers' choices. Brand-name goods have a long history and have penetrated into people's daily life. Some are well-known trademarks certified by the state, and some are large foreign companies. Brand-name companies are evil developed in the rolling torrent of market economy. Their strength is inseparable from their successful operation, and their trademarks are also the guarantee of value and quality in the eyes of consumers.

College students are very enthusiastic. When they see people around them using brand-name goods, endless advertisements and busy and evil business circles, they will immediately capture this information. There will be more and more college students who know famous brands, and there will be a certain proportion of growth with the improvement of grades. More understanding makes more college students become potential consumers. What is appropriate to buy famous brands and what doesn't need too much? College students' consumption concept and consciousness are quite rational, which also reflects the unique consumption needs of young people. The advantages of famous brand products are good quality, novel style and fashion, which is the idea of college students when choosing famous brands. In addition, there is a more interesting reason. Most people in China worship foreign things and admire foreign things, and college students can't help but have this common problem. Therefore, I always think that foreign famous brands are better than domestic ordinary brands, and college students can only buy foreign famous brands one after another in pursuit of psychological balance.

The data shows that college students are more likely to choose famous brands when buying clothes, digital products and cosmetics than other kinds of goods. Choose brand-name clothing, because college students not only pursue quality and comfort, but also fashion, and brand-name products have advantages in this respect; Digital products choose famous brands, because in the digital industry, famous brands are almost the guarantee of quality, and digital products are expensive, so college students can only be cautious when buying digital products, and dare not trust strange brands; Brand-name cosmetics are chosen because brand-name products have good effects, and more importantly, brand-name products can ensure that they are harmless to the human body. In fact, using non-brand names is not necessarily bad. What unknown brands lack is detailed expression, and the production and marketing links are not perfect. Once a crisis of confidence is formed, the market will gradually shrink. If non-famous brands can do as well as famous brands, then over time, non-famous brands will grow into famous brands. Haier Electric is an example, which is also the logic for some college students to choose non-famous brands.

2. The popularity of brand-name goods, the proportion of college students consuming brand-name goods is not low.

70% of college students "sometimes" buy brand-name products, which are not far away from us. Some college students are well-off, "don't pick the best, just pick the most expensive"; Some college students come from poor families and can only choose the most common goods; Most college students come from well-off families and have the ability to buy famous brands, but it is not unlimited. They should comprehensively consider their own consumption level, the utility level and price level of brand-name products. Most college students will treat the consumption of brand-name products rationally. However, there is another phenomenon. Some college students feel inferior without famous brands. This kind of psychology of filling one's inner inferiority with famous brands will only form a vicious comparison and increase the family burden.

In the same kind of goods, the price of brand-name products will be relatively high. Because they are famous brands, company executives have reason to believe that people are willing to pay this extra price for their brands when pricing. Generally speaking, college students prefer famous brands. However, if college students think that the extra money is not worth it, there is no difference between brand-name products and non-brand products, or the price of brand-name products can't afford it, they will choose non-brand products. But it doesn't mean that brand-name products must be expensive. Brand-name products are also close to the people and discounted, and the price may not be much higher than ordinary goods. In addition, brand-name products have good supporting services and perfect after-sales guarantee, which has also become an important factor for college students to weigh. Both of these internal assessments are beneficial. According to the survey data, the monthly living expenses of most college students are 500- 1000 yuan, which is normal. However, because most of their own income comes from their parents, "it's no harm to spend their own money". In the face of higher prices, college students may show excessive indifference.

3. College students' famous brand consumption is closely related to regional economic development.

The coastal areas are economically developed, and college students in coastal areas prefer brand-name products. In economically developed areas, with frequent trade, shops everywhere and full flow of all kinds of capital, more brand-name goods will naturally be displayed to more consumers. This provides a great environment for college students in economically developed areas to feel and buy famous brands. Imagine a college student living in a big city, traveling to and from CBD all the year round, looking at the world's top brands, and naturally having the idea of chasing others.

The difference of cultural environment has become an important factor. College students in economically developed areas are more open-minded and deeply influenced by commodity consciousness. Especially the coastal economic open zones, have always been at the forefront of economy and trade. The wave of globalization and the sea breeze of capitalism have brought people there a fresh breath different from the local culture. Economic development also determines the change of people's consciousness, and the pursuit of high-quality life has become a mainstream. Usually people in economically underdeveloped areas are conservative and simple, while people in economically developed areas are just the opposite. A college student in Shanghai is definitely different from a college student in Xinjiang. Shanghai is full of foreign flavor and strong petty bourgeoisie. Fashion shops and large shopping malls abound, where petty bourgeoisie would rather buy a four-digit brand than eat. This is the kind of culture that Shanghai college students live in, and the attitude towards famous brands can also be seen. On the other hand, college students in Xinjiang may just pursue simplicity, generosity and comfort.

4. The relationship between college students' famous brand consumption and the media

There are countless information media in today's society, such as newspapers, telephones, television, the Internet, radio and magazines ... All kinds of media are actively transmitting information about various commodities, among which famous brands often occupy the commanding heights of the media.

Advertising in certain magazines and publications of specific consumer groups, casting a wide range of nets, and giant billboards occupying the whole page of newspapers and main streets of cities are all trump cards for brand-name products to attract consumers' attention. College students can't escape the elaborate encirclement of this famous brand product.

Brand-name products are willing to invest in publicity and advertising on a large scale, thus forming an influence in the hearts of consumers. In this way, it is not surprising that college students see famous brand products around them with great fanfare and exaggeration. Brand-name goods can occupy the market because they know how to create momentum for themselves. For example, Converse's noise-loving activity invited the band to tour the country in the name of the brand. Converse's shoe graffiti activity has gathered a large group of graffiti lovers to play together, attracting countless eyeballs, among which young and energetic college students are of course indispensable. In official website, a well-known brand, there are the latest news of brand activities, the addresses of global stores, product displays and quarterly special presentations. The website is beautifully designed and has complete information, which naturally makes college students pay more attention to it and eventually forms consumption. This is the powerful management and sales strategy of famous brands, which has formed a lasting and powerful attraction.

Verb (abbreviation of verb) Suggestions and Enlightenment

1. individual-cultivate "financial quotient" and establish the concept of scientific financial management.

As college students will begin to study hard to adapt to the society during their school days, the imitation trend of consumption is becoming more and more obvious. Learn to participate in social activities like social people and learn to wear white-collar clothes. , followed by the comparison psychology. Those with good family circumstances may pursue famous brands more and more, while those with relatively poor family circumstances may have inferiority complex, and create conditions to pursue famous brands as much as possible. This behavior of pursuing famous brands for the sake of pursuing famous brands makes famous brands lose their original value and become the performance of unhealthy consumption behavior. Rational consumption view can help us recognize the demand and value and achieve realistic consumption.

2. School-Strengthen the guidance and education of college students' consumption concept, and form a good consumption atmosphere on campus.

Facing the current consumption situation of college students and the misunderstanding of consumption education, as a school, we should actively join the team of advocating, publicizing and educating the new consumption movement, attach importance to the cultivation and education of students' consumption concepts, and strengthen the guidance of college students' new consumption concepts. Through activities such as lectures on consumption, knowledge contests on new consumption movements, the establishment of consumer associations and social practice, we advocate new consumption concepts, reasonable and moderate consumption behaviors and consumption patterns for college students.

3. Society-advocate correct consumption consciousness and create a good consumption environment.

In today's society, with the vigorous promotion of mass media and the increasing complexity of interpersonal communication, college students are faced with all kinds of temptations and troubles. On the issue of college students' famous brand consumption, the public should not look at it critically, but should guide and standardize college students' consumption concept with practical actions, and create a good consumption environment for college students from the government to public opinion.

Summary of intransitive verb activities

It's the first time that team members have done similar investigation, analysis and report, so there are shortcomings in all aspects of the activity, such as questionnaire design, distribution and data statistics.

When designing the questionnaire, the editor neglected to attach the specific content to the question about "from the region", which led some students to have doubts when filling in the seventh question. Most of the students who participated in the questionnaire survey are girls, so the survey results will inevitably be biased. Moreover, there will be mistakes in the design of questionnaire questions, which do not fully reflect the questions that investigators want to investigate.

But we are still trying to achieve a breakthrough, not from the subjective problem of the traditional view of college students' obsession with famous brands, but trying to look at this problem more objectively and comprehensively. Moreover, we are pleased with the result. We can see that more college students choose to start scientific financial management and rational consumption according to their own specific conditions, break the prejudice that people always think that the post-80s and post-90s are the beat generation, and show their mature and rational side to the world again with their own practical actions, which is also the most successful point of our social survey.