Abstract: With the development of social economy, college students, as an independent consumer group, have begun to be concerned. Because of the particularity of college students, they have different consumption psychology and behavior from other social consumption groups. They have advanced consumption ideas, but they are constrained by their own economic strength. Strong consumer demand will inevitably lead to some irrational consumption or other consumption problems. There is no doubt that clothing consumption is an important part of college students' consumption, which has the characteristics of diversification and complexity. Therefore, through the investigation and study of college students' clothing consumption, we can grasp the new trend of college students' consumption in time and provide reference for college students' clothing production and sales market.
Keywords: college students' clothing consumption
Text:
First, the purpose of the investigation:
In recent years, as a group of students with little income, their purchasing power is increasing year by year, so that the consumption problem of college students is also concerned by universities and Chinese people year by year. At the same time, clothing is an art integrating commodity, spirit and material life, which reflects the spirit of the times in different periods and the aesthetics determined by the catharsis, world outlook and values of designers and consumers. Almost from the day when clothing originated, people deposited their own living customs, aesthetic tastes, color hobbies, various cultural mentality and religious concepts in clothing, and constructed the spiritual civilization connotation of clothing culture [1]. Therefore, paying attention to the consumption situation of college students, grasping their psychological characteristics, behaviors and structures, and cultivating and improving their consumption concept and financial management ability are important topics to guide college students to finally move towards healthy consumption.
Second, the investigation:
1. Survey form
The way of this survey is an online questionnaire survey. Through questionnaires distributed by investigators on the Internet, the freshmen and sophomores in several universities (mainly Yanshan University) were investigated. * * * A total of 19 questionnaires were sent out, and 10 questionnaires were actually collected.
2. Questionnaire content
The content of this questionnaire mainly includes two parts: college students' clothing consumption concept and the proportion of this consumption in their total consumption.
Third, statistics.
1. Gender composition: According to the survey sample statistics, the ratio of male to female in the survey is 1: 1.
2. Grade composition: According to the survey results, freshmen account for 30% and sophomores account for 70%.
3. The proportion of people who buy clothes once a week is 10% (sophomore), 90% people buy clothes once every few months, and the proportion of people who buy clothes once every half month to one month is basically zero. From this, we can know the clothing purchase frequency of the students surveyed.
4. 10% buys clothes in large department stores, 30% in specialty stores (boys), 20% in supermarkets and 40% in general markets. From this, we can know where the students buy clothes.
5. So the survey results of the surveyed students show that 100% people prefer to choose clothes that suit them. No one thinks that the style of clothes is not important, and no one wants to follow the trend or be unconventional. It can be seen that college students are still a more rational consumer group, and most people choose clothes that suit them, instead of emphasizing the pursuit of trends.
6.50% of the students surveyed prefer casual clothes, 10% prefer professional clothes, while 10% like avant-garde clothes, 20% like denim clothes, and 10% choose other types of clothes. It can be seen that among the students surveyed, everyone still prefers casual clothes.
7. When buying clothes, 50% students will first consider the style of clothes, and they are all girls. Another 40% students will consider the price first, and only 10% students will consider the quality and product brand first (this is called multiple-choice question). It can be seen that girls pay the most attention to the style of clothes when buying clothes, while most boys will consider the price first, and the quality and brand of clothes are not very important.
8. For the students surveyed, 40% get brand information through friends, 40% get brand information through advertisements, and only 65,438+00% get brand information through internet and magazines respectively. Therefore, for the students surveyed, advertising and friends' introduction have a certain guiding role in their clothing purchase.
9. 20% of students spend less on clothing than 50 yuan, 50% spend between 50 and 300 yuan, and 30% spend between 300 and 500 yuan.
10. According to the survey results, 30% of students spend less than 10% on clothes every quarter, 50% on clothes every quarter, and 20% on clothes every quarter.
1 1. Regarding the price and style, 40% students prefer the style, while 60% students care about the price.
Fourthly, the analysis of the questionnaire results.
1. Analysis of college students' clothing consumption expenditure and consumption structure
The statistical results show that 80% of students spend more money on clothes than 50 yuan every quarter, which shows that college students buy clothes every quarter, and most people spend more money on clothes, which creates a certain market for clothing sales. 70% students spend more than 10% on clothes every quarter. It can be seen that the proportion of students spending on clothes every quarter is relatively large. Although another 20% of quarterly clothing purchases account for 30%-50% of the total expenditure, the proportion of quarterly clothing purchases with high waist and fluffy skirts accounting for more than 50% of the total expenditure is almost zero, which fully shows that the clothing consumption of college students in China accounts for a large proportion in its total consumption, but it is still reasonable.
2. College students' clothing consumption view
1) Rational consumption is the mainstream.
The survey results show that 90% students buy clothes every few months, and most of them like to choose clothes that suit them, rather than simply pursuing the trend or not caring about the style of clothes, which shows that the consumption concept of contemporary college students is more rational and it is reasonable to pursue fashion and fashion moderately. For the price and style, 60% students pay more attention to the price when buying clothes, which shows that college students are often very cautious when spending money. Another 90% students will consider the price or style of clothes first when buying clothes, which shows that college students will try their best to search for cheap and good products when their spending power is limited.
Therefore, on the whole, college students' consumption is rational, and reasonable consumption is still the mainstream.
2) Prefer casual clothes
Statistics show that half of college students like casual clothes, another 20% choose denim clothes, only 65,438+00% choose avant-garde clothes, and no one likes fashion clothes. It can be seen that college students in China pay more attention to students' image when buying clothes, rather than simply pursuing fashion and following the trend.
Fifth, the problems of college students' clothing consumption.
1. Polarization of clothing consumption
In the survey about how often you buy clothes, 10% people choose to buy clothes once a week, and the remaining 90% people buy clothes once every few months, which reflects the polarization of college students' clothing consumption. 20% of the students spend less money on clothing every quarter than 50 yuan, and another 30% spend 300-500 yuan on clothing every quarter, which is a big consumption gap.
2. Indifference to clothing quality and brand.
Only 10% students choose to consider the quality or brand of clothes first, which shows that college students don't care about the quality and brand of clothes. When investigating the channels of understanding clothing brands, 40% students chose friend introduction and advertisement respectively, which shows that college students pay little attention to clothing brands, and only the advertisement slogan friend introduction has a certain guiding role in college students' clothing purchase.
Sixth, the reasons and countermeasures of college students' clothing consumption
At present, college students have some problems in clothing consumption, such as unplanned consumption and polarization of consumption, which is not only related to the negative impact of social environment, but also related to the lack of correct guidance in family and school education.
1. Family edification
Parents' principled position on clothing consumption in daily life is the object that children initially follow. Therefore, family is the first environment for cultivating students, so we should pay attention to the influence of family. Nowadays, college students are often impulsive when spending. They lack the rationality of consumption and the knowledge of financial management. Therefore, parents should guide them to establish a scientific concept of consumption, learn to spend money in consumption practice, and overcome problems such as overreaching, blindly chasing the tide, and wasting money for no reason.
2 social impact
College students are easily influenced by hedonism, money worship and extravagance, especially when families can meet higher consumption conditions economically, these thoughts will be fully reflected in their consumption behavior. Therefore, for the society, we should actively explore the college students' clothing consumption market, standardize the market order, and establish a fair market environment for college students to consume.
3. School spirit
Ideological and political education in colleges and universities does not pay enough attention to the education of students' clothing consumption view, and does not study the psychology and behavior of college students' clothing consumption, so it is difficult to achieve the guiding purpose. Therefore, the school should take cultivating college students' good clothing consumption psychology and behavior as an important content of campus culture construction. In the construction of campus culture, we should design special activities about college students' healthy clothing consumption concept, persevere, promote the formation of a good lifestyle with college students' good clothing consumption psychology and behavior, and then promote the consolidation and development of chiffon skirts with good study style and school spirit.
First, the survey background of college students' clothing consumption
With the in-depth development of economy and society, college students in China, as a special social consumption group, are paid more and more attention. Because of their young age and special group, they have different consumption psychology and behavior from other social consumption groups. On the one hand, they have strong consumer demand, on the other hand, they have not achieved economic independence, and their consumption is greatly restricted. The advance of consumption concept and the lag of consumption strength have great influence on their consumption. Special groups naturally have their own particularities, and inevitably there will be some irrational consumption and even some consumption problems. The shaping and cultivation of their consumption concept is more prominent, which directly affects the formation and development of their world outlook. College students' consumption has the characteristics of diversification and complexity. As an important part of college students' consumption, clothing consumption is almost the most important consumption expenditure except food consumption in college students' daily consumption. Therefore, through the investigation and study of college students' clothing consumption, we can grasp the latest trends of college students' consumption in time, guide us to establish a correct consumption concept, and provide reference for the whole student clothing production and sales industry. Based on the above purposes, we made the following investigation report on college students' clothing consumption.
Second, college students clothing consumption survey
(A) the purpose of the study
Through the investigation of college students' clothing consumption, we can understand the daily clothing consumption and daily consumption of college students, and then guide them to establish a correct consumption concept and provide students with reference for the whole clothing production and sales industry.
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(ii) Target groups
College students in the East Campus of Henan Urban Construction College, including freshmen and seniors.
(3) Research methods
This survey adopts questionnaire survey, and samples the students of four grades in school through the questionnaire issued by researchers. Sampling survey adopts stratified sampling method, and stratified sampling is carried out according to the number of four grades to collect data. The grade number ratio is 8: 8: 3: 1 (freshman: sophomore: junior: senior).
Research process
65438+February 1 to 2, design the investigation scheme; From 3rd to 5th, design the questionnaire; From 6th to 9th, a questionnaire survey was conducted; From 10 to 12, write the investigation report. Among them, in the process of questionnaire survey, don't talk too much about the respondents, try to collect the real data of the respondents, don't induce the respondents or fill them in casually, and try to reduce the influence of too many environmental factors on the respondents. Leave the telephone number of the interviewee after the survey to verify the survey data. After the investigation, indicate the name of the investigator and the place and time of the investigation. Our * * * group sent out 205 questionnaires, and actually recovered 204 valid questionnaires.
(5) Questionnaire arrangement
After the questionnaire survey, the team leader organized the team members to analyze the contents of the questionnaire and get specific data that can reflect the survey theme. Then analyze the data, predict the prospect of college students' clothing sales industry, and put forward some reasonable and scientific suggestions for college students' clothing consumption and clothing production enterprises.
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(vi) Findings
Of the 204 questionnaires returned, 4 were not filled in carefully, and the other results were acceptable. Most questionnaires are filled in carefully, which is very helpful for the analysis of questionnaires and the collation of data.
Third, the questionnaire analysis
1. Gender composition According to the sample statistics of the survey, boys accounted for 5 1% and girls accounted for 49%. (Among them, the management department is the main part, and some students come from the departments of civil engineering and mathematics and physics.)
2. Monthly living expenses: the monthly living expenses are below 34% in 400 yuan, 401-38.5% in 500 yuan, 50 1-600 yuan 17.5%, 601-7.5% in 800 yuan and 2.5% in 800 yuan. From this, we can know the living standard and purchasing power of college students, and the monthly living expenses of most students are below that of 500 yuan.
3. Shopping cycle: 2% people buy clothes once a week, 12% people buy clothes once a month, 27% people buy clothes once every two months, and 59% people buy clothes once a quarter. Through this survey, we can get the clothing purchase frequency of the respondents. Most students buy clothes once a quarter, which shows that most college students don't buy clothes very often.
4. The cost of buying clothes every time:
Table 1. Proportion table of summer and winter clothing expenditure
Summer clothes
Below 50 yuan
5 1- 100 yuan
10 1- 150 yuan
1above 50 yuan
29.5%
42.5%
19.5%
13.5%
winter dress
/kloc-less than 0/00 yuan
10 1-200 yuan
20 1-300 yuan
Above 300 yuan
24%
5 1.5%
17%
7.5%
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It can be clearly seen from the table 1 that the price of summer clothes is mostly in the range of 51-kloc-0/00 yuan, and the price of winter clothes is mostly in the range of10/-200 yuan. It can be seen that the proportion of clothing expenditure in monthly living expenses is not too high, but some people spend too much on clothing.
5. How do you feel about your clothing consumption? 4% feel overwhelmed, 28% feel high, 53% feel just right, and 2% feel low. It can be concluded that more than half of the students are satisfied with their clothing consumption, and they are more rational about their clothing consumption. But more than 30% students feel that their clothing consumption is on the high side.
6. How to buy clothes:
As can be seen from the figure 1, most college students go shopping with classmates and friends. Among them, the proportion of online shopping clothing is very low, but it also reflects the huge potential of online shopping clothing. With the development of economy and technology, it will be a big market to buy clothes online or even online.
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7. Time to buy clothes: According to the survey sample, 9% of new products are on the market, 34% are on sale, 33% are changing seasons, and 24% are at other times. The data shows that promotion, discount and changing seasons are the main time periods for college students to buy clothes.
8. Where to buy clothes:
From Figure 2, we can clearly see that most college students still buy clothes in specialty stores, which shows that college students still pay attention to the brand and quality of clothes when buying clothes. However, the consumption in large department stores and low-grade wholesale markets is not low, because the style and price of clothes play a major role in these places.
9. Reasons for buying clothes: According to the survey samples, 66.5% are adapted to seasonal changes, 15.5% have clothes problems, 3.5% follow the trend, 4.5% have social needs, and 10% have other things. It can be seen that adapting to seasonal changes is the main reason for college students to buy clothes.
10. Clothing collocation: This survey is about whether college students pay attention to clothing collocation. The results show that 15% is concerned, 62% is generally concerned, 17% is not very concerned, and 6% is not very concerned. It can be concluded that college students still generally pay attention to clothing collocation.
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1 1. Rethinking factors when buying clothes:
It can be concluded from Figure 3 that comfort, price and style are the first factors that college students consider when buying clothes. As for the brand, I don't pay much attention to consideration. This can prove that there are many places for college students to buy clothes in large department stores and low-end wholesale markets. Also, businesses can start with workmanship and fabrics, after all, the proportion of these two aspects is not small.
12. Clothing type: The survey shows that 65% like leisure, 19.5% like sports, 9.5% like fashion,10.5% like professional clothes, and 4.5% like other types. It can be seen that casual clothing accounts for the largest proportion of college students' clothing consumption. Analyzing the reasons, we know that the comfort of clothes is the main reason, and casual clothes just meet the needs of college students in this respect. Moreover, college students seldom attend some formal occasions before their senior year, so the proportion of wearing professional clothes is relatively low.
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13. The characteristics of ideal clothing: 12.5% durable, 7.5% washable, 7 1% comfortable and decent, 10% practical. Through this survey, it can be concluded that most college students want to wear comfortable and decent clothes, which accords with the above analysis. College students always pay attention to the comfort of clothing, and clothing manufacturers can start from this aspect to produce and sell.
14. The importance of clothing to personal image: 30% think it is very important, 54% think it is more important, 15% think it is general, 1% think it is not important. This survey shows that most college students think that clothing is more important to their personal image, which can further explain why college students pay attention to the quality and comfort of clothing.
15. Fashion brand love:
As can be seen from Figure 4, the general specific gravity is nearly half. This fully proves that the brand does not occupy much influence in the clothing purchase of most students, and most college students do not like the clothing brand very much.
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Four. Summary of survey results
According to the investigation of various investigators and the above questionnaire analysis, because the family situation of the interviewed college students is different, the living expenses of the college students are also different, so the performance in clothing consumption is uneven. There are a few students with superior family conditions who spend more on clothes, chase famous brands and buy clothes in a short period with high cost. Most students have a rational attitude towards buying clothes and can decide to buy clothes according to their actual economic situation. Moreover, they tend to be comfortable and practical, and are not so eager to pursue brands. The time to buy clothes is often when the season changes. The cycle of buying clothes is long, mostly one quarter, and the cost is moderate. There are a small number of students, because of poor family conditions, limited economic strength, clothing consumption level is very low. However, some students' consumption view is not very rational, because they love face and vanity and like to compare with others. Even though their economic strength is limited, their consumption on clothes is quite high. In addition, students mostly drive the consumption demand for clothing due to seasonal changes, pay more attention to price and style, and prefer those discounted brand clothing.
The clothing consumption level of college students is quite different, and the polarization phenomenon is also prominent, but overall, college students' clothing consumption is more rational.
Suggestions of verb (abbreviation of verb) on clothing consumption and production
(A) Suggestions for college students' clothing consumption
First of all, due to the existence of polarization, college students must establish a good consumption concept, and don't just focus on keeping up with the joneses and spending ahead of time, thus losing the direction and goal of life.
Secondly, the influence of clothing on personal image is important, but no talent can be expressed through clothing or even appearance. As long as we pay attention to our appearance and moral quality.
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Self-cultivation, wearing ordinary clothes, we are noble people; And those despicable people, no matter how avant-garde and fashionable they wear, can't cover his dirty heart.
Third, as long as you have enough clothes to wear, why buy so many? We can't deny that those students with superior family conditions go to buy clothes every now and then, but why? Can clothes be more than knowledge? Can you have more clothes than a healthier body? Therefore, it is suggested that these students must control the frequency of buying clothes and pay attention to the right amount.
Finally, for the issue of clothing brand, most students don't pay much attention to the brand of clothing, but pay more attention to the comfort and quality of clothing. And those well-known brands often do better in these two aspects, and some wholesale markets really can't buy any good quality clothes. However, when students buy branded clothes, they must proceed from their own reality and their own economic level. There is nothing wrong with famous brands. What is wrong is the pursuit and worship of famous brands in our hearts.
(b) Recommendations to garment manufacturers
Based on the conclusion of the above analysis, it is suggested that garment production enterprises should formulate production scale and marketing strategy according to the actual situation of college students:
First, college students have no financial resources, and most of them are provided by their parents. Based on this, the price of clothing produced by manufacturers should not be too high, so that college students can accept it. It is true that the living standards in different regions are different, and manufacturers can also investigate the regions that want to enter the market, understand the local consumption level, and then make pricing sales.
Second, college students are teenagers and like casual and fashionable clothes. Therefore, manufacturers can conduct more in-depth market research to understand the characteristics of college students' favorite clothing types from the aspects of clothing styles, fabrics and workmanship.
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Third, most college students are accompanied by girlfriends, friends and classmates. It is suggested that manufacturers produce some special clothes, such as lovers' clothes and brothers' clothes, which can be worn by two or more people. And do a good job of publicity, so as to increase the sales chain.
Fourth, when the season changes, it is also the peak time for college students to buy clothes. We should increase marketing efforts, take various preferential activities, seize the opportunity of college students' demand for clothes, and carry out promotional activities such as discounts and gifts.
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Appendix:
(A) marketing research topics
Problems to be solved in research: Market research is the first step of marketing. This survey is mainly to train students' working ability, let students learn some research skills and deepen their understanding of marketing; The second is to understand the current situation of college students' clothing consumption, draw conclusions from it and summarize the reasons.
Research topic: clothing consumption survey of college students.
Survey outline: 1. Investigation background of college students' clothing consumption.
Second, college students clothing consumption survey
Third, the questionnaire analysis
Four. Summary of survey results
Suggestions of verb (abbreviation of verb) on clothing consumption and production
(2) Research information index
I. References
1, editor: Fan, Zu Lichang, Marketing, Science Press, September 3, 2007.
2. Editor-in-Chief: Gao Market Survey and Analysis, Lixin Accounting Publishing House, August 2008.
Second, information websites.
1 、/FormViewResult.aspx？ UserID = 1765 & amp； FormID= 12599
/plus/view.php？ Assistance =373
Questionnaire data reference
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(C) The design of college students' clothing consumption questionnaire
Investigation on college students' clothing consumption
Unless otherwise specified, the following questions are multiple-choice questions. Please fill in the serial number of the selected answer in the horizontal line.
Your department _ _ _ _ _ _ Grade _ _ _ _ _ Gender _ _ _
Q 1。 Your average monthly living expenses are _ _ _
1.below 400 yuan 2.40 1-500 yuan 3.50 1-600 yuan 4.60 1-800 yuan 5.800 yuan or more.
Q2。 How often do you usually buy clothes?
1 .2 a week. A month. Two months. the first quarter
Q3。 Every time you buy clothes, you have to spend _ _ _ on summer clothes.
Under 1.50 yuan, 2.5 1- 100 yuan, 3.1-1-50 yuan, 4. 150 yuan, 5. What do you think?
Winter clothes _ _ _
1. 1 0,000 yuan 2.10/-200 yuan 3.20 1-300 yuan 4.300 yuan or more 5. Do you think _ _ _
Q4。 What do you think of your current clothing consumption? ____
1. So high that I don't know what to do. It's too high. Only four. Too low 5. It's too low.
Q5。 The clothes you wear every day are generally made of _ _ _
1. Buy 2 yourself. Buy it with friends. Buy 4 with your family. Buy clothes online. Others.
Q6。 The time you usually buy clothes is _ _ _
1. New products on the market. Promotion discount 3. Season 4. others
Q7。 Where do you like to buy clothes best?
1. Large department store. Specialty store. Middle and low grade wholesale market. others
Q8。 The reason why you buy clothes is _ _ _
1. adapt to seasonal changes. There is something wrong with the clothes. Follow suit 4. Social needs. others
Q9。 Do you pay attention to the matching of clothes?
1. Pay great attention to 2. General 3. Pay little attention to 4. Pay little attention.
Q 10。 Pay attention to _ _ _ _ when buying clothes (multiple choices are allowed).
1. Style 2. Price 3. Comfort 4. Brand 5. Work 6. structure
Q 1 1。 What kind of clothes do you like?
1 .leisure 2. Sports 3. Fashion 4. Major 5. other
Q 12。 Your ideal dress should be _ _ _
1. Durable and durable 2. Easy to wash 3. Comfortable and decent 4. Practical.
Q 13。 What do you think of the importance of clothing to personal image _ _ _
1. Very important 2. More importantly. Overview 4. Doesn't matter.
Q 14。 How much do you like clothing brands _ _ _
1. I like it very much. 2. I like it. 3. it doesn't matter.
Q 15。 How do you view the current situation of college students' clothing consumption?
Investigator: investigation place: investigation time: