As an important part of it, college students' consumption market has increasingly become the focus of attention. "No matter how poor you are, you can't have poor children." Parents use this concept to invest in education, which also makes college students' spending power higher than the general level. How to face this consumer market correctly and how to understand the consumption situation of college students and its influence on social economy?
To this end, I conducted a consumption survey on some college students stationed in Yantai University, ludong university and shandong institute of business and technology, so as to have a comprehensive and detailed understanding of the consumption of college students today. The following is the specific content of this survey and my analysis of this situation:
First, the characteristics of college students' consumption
As a special group of social consumption, college students have different consumption psychology and behavior from other social consumption groups. According to the survey, we can clearly see that the consumption of college students has the following characteristics.
1, the consumption concept is complex, and perceptual consumption is dominant.
College students have no financial resources, poor economic independence and no consumption base. The non-independence of economy determines that college students have little experience in independent consumption and cannot rationally measure the consumption value and cost. College students have not yet formed a complete and stable consumption concept and their self-control ability is not strong. Their consumption is mostly random consumption and impulsive consumption induced by media propaganda or influenced by students around them.
This is also the result of the demonstration effect of college students' consumption. According to the survey, at present, 30% of college students have mobile phones, but there is great blindness in mobile phone consumption. Some college students with mobile phones have communication needs and family economic conditions permit; The other part has communication needs, but family economic conditions can't afford it. There is also a part of "luxury goods" consumption, which has neither communication needs nor family economic conditions. "Luxury" consumption is caused by the demonstration effect of college students' consumption and the psychology of comparison.
2. Students have high loyalty to the brand.
To some extent, college students will believe their real experiences. If they have a good experience with a brand's products, they will stick to using them, thus gradually forming a fixed preference and eventually forming a habit of using them, and maintaining good loyalty to this product. Shampoo, for example, smells good, has good quality and obvious effect, which will encourage them to continue to use it.
3. Diversification of consumption tendency
2 1 century is an era of increasingly rich material and spiritual life, and contemporary college students are no longer satisfied with the monotonous life in dormitories, classrooms and libraries. Entertainment, sports, mobile phones, computers and new it products have all become the consumption hotspots of college students. The consumption of college students shows an obvious trend of diversification. If economic conditions permit, most students will travel, spend money in karaoke bars, or buy computers, mobile phones and mp3 players, which reflects the desire of college students to get out of campus, integrate into society and have a high-quality life.
Second, the structure and level analysis of college students' consumption
College students' money "Where does it come from and where does it go?" According to the survey, 75% of the students depend on their parents, 13% rely on loans, 8% get scholarships, 9% subsidize their daily expenses by working, and 1% need to reduce tuition fees. It can be seen that students' main sources of income are their parents, but the sources tend to be diversified. But the living expenses do not include tuition and accommodation. If you add this "big head", the proportion from parents will be higher. It can be said that college students basically appear on the social stage as a pure consumer.
Regarding the consumption direction of college students, the survey shows that college students' living expenses are mainly used for food, clothing, housing and transportation, excluding mobile phones, computers, various trainings and other large consumption. And mobile phones have become the main consumer goods of college students, as can be seen from the following analysis.
Mobile phones have become an indispensable communication tool for modern people, and college students are one of the people who widely use mobile phones. According to the survey, Yantai University has 47. 2% of college students have mobile phones, and the higher the grade, the higher the mobile phone penetration rate. For example, only 6% of freshmen have mobile phones, while 82% of seniors have mobile phones, which is much higher than the average ownership rate of social groups.
About 83% senior students made it clear that the main reason for buying mobile phones is to facilitate job hunting. Although the main function of mobile phone is to talk, the short message function is the most commonly used by college students. When choosing a mobile phone, they think that the mobile phone with the price between 1000 yuan and 1800 yuan is more popular.
Therefore, the consumption structure of college students presents a structure similar to an upright cone. Students with wealthier families are located at the upper end of the cone, and they have valuables such as computers and mobile phones; Students from poor families are at the lower end of the cone, and they often rely on work-study programs or loans to maintain normal college life; Other students are located in the middle of the cone, and their food, clothing, housing and transportation are all in the middle. At the same time, it can be clearly seen from the above analysis that it decreases from the upper end of the cone to the lower end of the cone, which also clearly reflects the hierarchy of college students' consumption.
Thirdly, the influence of college students' consumption on family and society.
The consumption of college students directly affects the family. As a pure consumer, the average annual cost of 1 10,000 yuan is a top priority for a family. Take an ordinary family of three as an example. To meet the consumption of a college student for one year, it takes most of the family income, especially rural families. Although due to economic development, the income and living standard of rural and urban residents have increased correspondingly, and the proportion of college students' household consumption has generally declined, the slow and significant decline has made some families unbearable.
The consumption of a college student accounts for about 45% of urban household income, especially in rural areas, which can account for 80%~90%. Undoubtedly, the current consumption of college students has caused great economic pressure on students and their families, especially some poor families. In my investigation, I found that 20% of students in each of the three universities need to apply for student loans to complete their four-year college studies, and their own lives are hard to guarantee, not to mention the cost of nearly 10 thousand yuan.
Due to the moderately developed economy in Shandong Province, the income level of residents is lower than that of college students' families. Therefore, the actual proportion may be higher than this figure, and the impact is far-reaching.
The consumption characteristics and behavior of college students determine that the influence of college students' consumption is not limited to their families. A lot of consumption in the market is closely related to college students, and the consumption of college students directly affects the whole consumer market and national economy.
At present, the consumer market for college students has been formed, which is the result of the development of higher education and the necessity of the development of socialist market economy. It has become an integral part of China's socialist market economy. With the development of society and the popularization of higher education, it will play a greater role.
Fourth, some suggestions on college students' consumption
The consumption of college students is not only related to themselves and the school, but also to the whole society. This paper puts forward some suggestions on college students' consumption from three aspects: individual, school and society.
(1) For college students, it is necessary to establish their own reasonable consumption concept and treat their consumption rationally. As a pure consumer, most college students depend on their families for their financial resources, so their consumption should take into account the family's economic situation, parents' tolerance and self-control ability, and they should not blindly fall into the misunderstanding of perceptual consumption.
Now, some students are profligate and indulge in blind consumption. For example, many college students are addicted to online games recently, which will greatly increase their consumption burden. More importantly, college students will lose themselves in blind consumption and even affect their studies. In addition, college students should also have the consciousness of consumers, and have begun to gradually integrate into society when they enter the university. In society, all kinds of illegal acts of deceiving consumers are repeatedly prohibited. Facing the complicated society, college students should learn to safeguard their legitimate rights and interests.
(2) Schools should strengthen the cultivation of students' consumption concept. Practically speaking, ideological and political education in colleges and universities does not pay enough attention to the education of students' consumption concept. Lack of research on college students' consumption psychology and behavior, and insufficient education and guidance on college students' consumption view in the teaching of "Two Courses". Due to the lack of comprehensive and objective understanding of college students' consumption psychology and behavior, curriculum design and other factors, the special education on consumption view closely related to important ideas such as outlook on life, outlook on labor, outlook on money and national conditions has not been fully carried out in the ideological and moral cultivation class, and it is difficult to achieve the real guiding purpose.
(3) For the society, we should actively explore the consumer market of college students, meet the needs of college students with different economic conditions in terms of product types, prices, services, etc., and at the same time standardize the market order to establish a fair market environment for college students' consumption. No matter from which aspect, the consumer market for college students is no longer dispensable, which has seriously affected the economic development around colleges and universities.
(D) For college students, we should also strengthen the concept of reasonable savings. Robert Toru Kiyosaki, a Nobel laureate in economics, once said, "Financial management has nothing to do with how much money you earn. It is the ability to measure how much money you can keep and how long you can make it work for you. " In the survey, when asked about their understanding of financial management, many students said they were strangers.
When asked about the financial situation after the end of the semester, most students admitted that their consumption had exceeded the planned scope, and even some students needed to borrow money from others. There are also a few students who have thought about how to spend the rest of the money, and only a few students have the consciousness of saving.
Concluding remarks
College students are a special social group with their own special consumption concepts and behaviors. 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 make college students' consumption show a different general development, and college students' consumption is affected by all aspects, and it will also affect all aspects. 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.
Therefore, how to guide contemporary college students to establish a correct and healthy consumption concept is a difficult problem in front of everyone. Similarly, with the development of economy and the large-scale enrollment expansion of colleges and universities, the consumer market for college students is becoming more and more important. The college student market is a market with huge scale and potential. How to standardize and rationally develop such a market is also an urgent problem for all of us. Only with the joint attention and efforts of students, families, schools and society can college students' consumption go well all the way. . . . . . . .
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I. Introduction
With the in-depth development of economy and society and the expanding influence of mass media, contemporary college students, as a special consumer group in society, have special consumption psychology. They are not only one of the main consumers at present, but also have independent consumption consciousness and characteristics. They are also the main consumers and the leaders of consumption trends in China in the future, and their consumption concepts are more directly influenced by celebrities/film and television works. College students' consumption characteristics of luxury goods are usually considered to be twofold: on the one hand, they are at a disadvantage in occupying social resources, their economic ability is not yet independent, and their consumption is greatly restricted; On the other hand, it has a strong consumer demand and a relatively advanced consumption concept. The contradiction between these two aspects has caused many problems in their consumption behavior. College students' luxury consumption situation, consumption concept and consumption pattern will have an extremely important impact on China's future economic development and luxury consumption culture construction. In order to truly understand the level and situation of contemporary college students' luxury consumption, grasp the psychological characteristics and behavior orientation of college students' luxury consumption, cultivate college students to form a new consumption concept of science, rationality, civilization and responsibility, and promote them to become practitioners and promoters of the new consumption movement, which has positive practical significance.
Second, the purpose of the investigation
The problem of college students' consumption is attracting the attention of universities and Chinese people year by year. As a group of students with little income, their purchasing power is increasing year by year, and the trend of comparing luxury goods is increasing day by day. Whether their consumption structure and consumption ability are reasonable is thought-provoking. Based on this, I have determined the social practice of investigating and analyzing college students' luxury consumption in the form of questionnaires and interviews, and its significance and purpose are to conduct on-the-spot investigation, research and analysis on some colleges and universities.
Third, the interview overview and analysis
In order to have a more comprehensive and accurate understanding of college students' luxury consumption, we conducted a survey. A questionnaire survey was conducted on the luxury consumption of college students in Shangqiu Vocational and Technical College. A total of 45 questionnaires were distributed in this survey, and 45 valid questionnaires were recovered, with an effective rate of 100%. Among them, 53% are male and 47% are female.
The survey questions mainly include objective multiple-choice questions, economic sources of design fees, monthly consumption, consumption expenditure and its consumption view. It aims to let students know about the consumption and financial management of contemporary college students. Although the sampling proportion of this survey is small, we can get a glimpse of the whole picture. The investigation and summary of the basic situation of college students' consumption in Shangqiu Institute of Technology are as follows.
As can be seen from the above table, in the survey on the average monthly expenditure of college students, there are 12 people below 600 yuan; 600- 1000 yuan 13 people; 1000- 1500 yuan has 12 people; 1There are 4 people above 500 yuan. It can be seen that the consumption gap among college students is widening and polarization is obvious, which is inevitable under the current social background of drastic transformation in China. However, we believe that with the development of society and the further improvement of people's living standards, these problems will be improved to some extent.
As can be seen from the above table, in terms of controlling living expenses, 7 people think they are frugal; 16 people feel that they are just right; 15 people feel a little wasteful; There are also four people who think they have seriously overspent. Judging from the source of funds to buy luxury goods, 16 people earn money to buy them themselves; 9 parents buy; 8 people have experience in reward activities; 12 people belong to other sources. It is understood that college students first consider the factors of price and quality when purchasing goods. This is because college students in China are different from those abroad. Their financial resources mainly come from their parents' support, and they don't earn much money from part-time jobs. This makes our disposable money fixed every month, about 300-800 yuan, and generally less than 1500 yuan for a better family, which is mainly used to pay for food and daily necessities.
Due to the limited spending power, college students are often very cautious when spending money, and strive to get the money's worth. We will try our best to search for cheap and good goods, but some students will buy some luxury goods when they pursue fashion. Whether on campus or off campus, there are more and more social activities of college students today. Coupled with the influence of urban life atmosphere, early love and many other factors, we will not consider those cheap but not beautiful products. Instead, they pay more attention to their own image and pursue taste and grade. Although we don't necessarily buy them, the quality is obviously our great concern.
From the type of purchase, impulsive type accounts for 38%, rational type accounts for 44%, and blind type accounts for 18%, which shows that college students do not fully understand their consumption structure and situation. Without the restriction of this habit, the profit and loss situation of college students is different. More than half of people show weak self-control when they see what they are passionate about. Of course, after all, they are peers and naturally show many similarities in consumption.
According to the survey, 37. When 40% of the students get the living expenses for a period of time, they will not make any arrangements and take them at will. Most college students, who account for the survey, have no expected plans and goals. I never thought about how to spend the money, how much it costs, and the consumption is very casual. Faced with promotional means such as prize sales and discounts, I was impulsive and spent all my money unconsciously. In the survey, only 24. 39% of college students choose to save a certain amount of money first, and the rest will be used as living expenses during this period, so college students have a weak concept of saving.
It is not difficult to see from the survey that college students' consumption in cities and towns is higher than that in rural areas, but this is mainly determined by the traditional income gap between urban and rural families. Thus, it is the family economic situation that restricts their consumption. In addition, urban college students will ask to buy things they want but have no money, while rural college students simply don't buy them or save money to buy them themselves. This is a question worth pondering. The choice of different items reflects their different psychology. In terms of consumption attitudes and concerns, the behavior of rural college students also reflects the old saying in China that children from poor families should take care of themselves as soon as possible, and their consumption principle is to save as much as possible, and 10 people should spend luxury goods once a month; 13 people do it once every three months; 9 people do it once a year; There are also 13 people who will make a long-term plan before making a decision on whether to spend.
Fourth, the survey results.
According to the survey, the actual consumption source is 3 1 person and other sources (including family supply, scholarships, work-study programs, etc. ), and the ideal consumption source of students is only part-time 14 people. There are several reasons: 65,438+0, part-time job is not easy to find. 2. Some students think it is natural to spend their parents' money. The most important thing for college students now is to study, not to go out to do part-time jobs. What these people ignore is that taking a part-time job in a university can not only make money to subsidize the living expenses, but also learn things that many schools in society can't learn and exercise their social practice ability. Why not?
At the same time, our group also conducted a survey by means of interviews and conducted random interviews with freshmen. Our interview contents include the average monthly consumption level, economic sources, consumption purposes, consumption habits, luxury consumption concepts and views on their own luxury consumption. According to the survey, their average consumption in January was around 550 yuan, including daily necessities, meals, snacks, telephone charges, transportation fees and Internet access fees, and one third of them were not used for luxury goods. This is a good consumption mentality. Their concept of luxury consumption is thrift, buying what should be bought, saving what can be saved, not buying luxury goods, scientific consumption and green consumption.
Verb (abbreviation of verb): Causes and Analysis of College Students' Luxury Consumption
The survey results show that practical and rational consumption is still the main luxury consumption concept of college students at present. At present, college students' misconceptions about luxury consumption are not only related to the negative impact of social environment, but also related to the lack of correct guidance in family and school education. Nowadays, college students live in a campus without walls and have all-round contact with society. When some college students are attacked by bad social atmosphere such as hedonism, money worship, extravagance and waste, without timely and correct guidance from parents, teachers and school leaders, it is easy to form a tendency of psychological convergence. When students' families can meet higher consumption conditions economically, these thoughts will be fully reflected in Tanmen's consumption behavior. To make matters worse, it is illegal for some students whose family situation does not allow them to spend a lot to make some settings that violate social morality in order to satisfy their consumption and psychology. In addition, there are some reasons that determine the concept and behavior of luxury consumption of contemporary college students:
First, price, quality and fashion are the main factors that attract college students' consumption.
Secondly, the concept of frugality and life consumption of college students is lacking in the category of social construction.
(A) the characteristics of college students' luxury consumption structure:
1) Regional imbalance of luxury consumption structure
2) Different grades lead to different consumption concepts and consumption structures of luxury goods.
3) Gender differences lead to differences in the consumption structure of luxury goods.
(B) College students' luxury consumption structure problems:
1) The consumption gap has greatly widened, resulting in polarization.
2) The consumption structure of luxury goods is unreasonable, and there is a comparison mentality.
3) The consumption of luxury goods increases in interpersonal communication (the psychology of comparison is at work)
VI. Problem Analysis and Solutions
In view of the problems existing in the luxury consumption structure of college students, we should improve and solve them from four aspects: society, school, family and individual.
(1) Social aspects
Compared with developed countries, the financial management of college students in China is still a very weak link. As independent individuals, college students have more and more money in their hands and more room to control it. However, for college students, on the one hand, most of them can't have more money, on the other hand, their consumption is increasing. However, the contradiction between the two and the weak concept of financial management usually make them have no correct understanding of money and know little about scientific financial management.
(2) school.
The school attaches importance to cultivating college students' correct consumption consciousness and financial management concept society;
(1) Schools can offer special financial education courses to guide and cultivate college students' consumption concepts and habits, so that they can establish correct and scientific financial management concepts as soon as possible.
(2) Students who pursue fashion and follow the trend should be highly valued.
(3) family.
Families should respond to selfless dedication and provide it appropriately. Parents' selfless dedication has contributed to the extravagance and waste of some college students. Excessive indulgence leads to low self-care ability and excessive dependence on others. Thrift at home.
(4) Personal aspects
Strengthen the management and monitoring of college students themselves.
(1) Money should be spent on the cutting edge.
(2) Learn to keep accounts and prepare budgets.
(3) Abide by certain principles of living consumption and financial management.
(4) It is forbidden to keep up with the joneses, idolize and excessively pursue fashion and individuality.
Seven. Concluding remarks
Through this survey, we have basically grasped the psychological trend and present situation of luxury consumption of contemporary college students. The basic living expenses of college students are realistic and reasonable on the whole. However, the trend of dispersion is obvious, and individual differences are great, mainly because students come from all over the country, which is caused by differences in family situation and consumption habits.
Among college students who are mainly parasitic consumers, it is urgent to cultivate independent financial management ability, scientific values and credit concept. In a word, we hope all college students can calm down and think about whether their consumption is reasonable, how much they spend on luxury goods, and what positive significance these luxury goods have for us. I also hope that all walks of life can care about college students from reality, and use the power of society to guide college students to consume healthy and reasonable luxury goods, so as to escort the healthy growth of our future pillars.