What are the significant characteristics of contemporary college students consumption behavior?

Eating Expenses College students are separated from their families and go to school in other places, and eating is an indispensable activity expense, taking me as an example, I also spend 5 8 yuan a day for breakfast, 10 12 yuan for lunch, and 10 15 yuan for dinner.

Fixed expenses This kind of expenses are similar to a series of fixed expenses that are essential in daily life, such as shampoo, soap, phone bills, water bills, electricity bills, etc., and unavoidable expenses such as books, materials, printing costs, etc.

Entertainment and entertainment mobile phone put This is for college students, just entering the college campus to hang out with friends, or to have a good relationship with seniors, student clubs, student union gatherings, etc. are generally AA system consumption methods.

Demand for foreign objects This kind of consumption is the need for girls in college life for cosmetics and good-looking clothes, and boys for sneakers and designer watches. Sometimes it's common to buy a snack or drink milk tea.

School supplies: Buy pens, buy notebooks, buy correction tapes, etc., which are used in college. Sometimes you need to go to the major you want to study, print textbooks, and print materials by yourself.

The main consumption content of college students is as follows:

Of course, the cost of studying is indispensable after entering the university! And the book fee is quite a lot, and the books for a semester are hundreds or thousands. What college teachers like most after class is to send documents, which are homework, knowledge points or something, then there will be a sum of money spent on copy shops.

Of course, there are many exams to take during the university, such as level 4 and 6, teacher qualification certificate, computer level 2, etc., all of which require an application fee, depending on the region. If you sign up, you need materials to prepare for the exam, which is another expense.

Of course, the most important expense is to eat, breakfast is 5 yuan according to two buns and a cup of soy milk, lunch is 12-15, and dinner is also in this range. Then spend fifty a week on some fruit snacks or something.

And when I go out to dinner with friends, I probably go out at least once or twice a month. After all, if you become more familiar with your classmates and roommates, you must have a meal!

Daily living expenses:1It mainly includes clothing, food, communication and Internet access;

2. Consumption of self-development: mainly including buying books and other school supplies, participating in training courses and obtaining various certificates, etc.;

3. Entertainment consumption: mainly including travel, watching movies, ball games, fitness, KTV, etc.;

4. Consumption of interpersonal communication: mainly including communication between friends and love. Many college students have realized that the classmates around them are indispensable social resources in the future, and in order to accumulate so-called "connections", they take the form of treats and gifts to "invest" in interpersonal relationships.

College students' consumption is mainly for food, entertainment, school supplies, daily necessities, etc.

Three meals a day, as well as going out to dinner with clubs, dormitories, and friends, three meals a day is about 1,000 a month, and if there are many dinners, the expenses are quite large.

Entertainment is to go out with friends, watch movies, travel, script killing, etc., as well as game recharge, various software memberships.

Daily necessities are toiletries, laundry detergent, clothes, electricity, and so on.

School supplies are stationery, materials, and so on.

There should be no more than the above aspects.

The characteristics of contemporary college students' consumption are as follows.

Second, most of the money is spent on food. College students don't have too many consumption items, and they have just come out of the house to let go of themselves, so they are basically all good eating, drinking and having fun, basically you can eat all the stores near the school in four years of college, and then teach the next class of students what is worth trying and which needs to be lightning.

Third, there is a distinction between the consumption content of male and female students. During college, girls begin to formally learn makeup and dress themselves, so girls will spend more money on cosmetics and clothes, but boys will spend more money on electronic products, such as computers, tablets, game consoles, etc., and may be in various games.

Fourth, there is a large gap in consumption levels. Some students have a very high level of consumption, with tens of thousands of living expenses a month, but most students basically have a living cost of 1,000 to 3,000, but some students from difficult families may only have a few hundred yuan a month.

Fifth, there is no moderation in consumption. College students have just come out of the house and have just begun to control their own money, so many students do not have good consumption habits, and they all place orders directly when they see what they want, neither shopping around nor considering whether these things are really necessary to buy, so at the end of each month there is no money to dispose of, and if there is an emergency, there is no money at their disposal, so they can only ask their parents for money. So college students must learn to think a few more minutes while spending money.

It has the following characteristics:

1. From the pursuit of unique consumption to universal consumption. College students generally pursue unique, novel, and fashionable products, but at the same time, uniqueness and novelty often bring popularity and popularity. of college students said they "like to buy products with unique styles", but only those who think "my clothes are more fashionable".

2. Affordability is still the most important factor for college students to consider. Between popular and practical, more college students choose practicality. Among the selection criteria for various products, "moderate" is always one of the primary considerations for college students.

3. Emotional consumption has become an important part. Contemporary college students generally believe that classmates, friends, teachers and students are inseparable from the necessary financial support. At present, the average cost of college students for entertainment, communication, film and television is about 144 yuan per semester, and the expenditure on gifts for classmates and friends is 98 yuan.

The survey also shows that college students are willing to borrow money to meet the emotional expenses they deem necessary, even if they may face an imbalance in their finances.

4. The choice of brands tends to be rational, but the relatively greater popularity, reputation and image of international brands will have a persuasive effect on the decision-making of college students. In mobile phones, digital products and other high-end consumer goods, foreign brands occupy a strong position; Domestic brands are gradually strengthening in individual fields such as computers. In terms of fast-moving consumer goods, domestic brands and foreign brands have their own advantages and disadvantages in the minds of college students.

Student consumption is prone to tidal phenomena, that is, a new thing or brand will show a sudden peak at a certain node in the college student market. The root cause of this is the high degree of group identity of college students, coupled with the popularity of collective life and communication, especially the Internet, so that the transmission of information among college students has a high degree of centralization. For example, in terms of training, there has been an MBA tide, a "sustenance" tide, a research tide, etc.; In terms of consumer goods, there are repeaters, mobile phones, games, etc.

(1) The pace of consumption is accelerated and the consumption mode is fast.

According to our survey, college students consider less economic factors when choosing consumer goods, and the speed of purchasing and updating consumer goods is accelerated. Judging from the actual situation, the cost of studying and dining is low, and the consumption of entertainment is too high, which has obviously exceeded the normal consumption trajectory of college students. For example, some college students who are in love spend about 1,000-1,500 yuan per month, the lowest is 800 yuan, and the highest is several thousand yuan.

They believe that in order to pursue emotions, material investment is required, and the principle of moderate consumption is often not grasped.

2) The pursuit of fashion and trendy.

The characteristics of the "avant-garde" consumption of college students are mainly manifested in the pursuit of brand, advocating authority, pursuing novelty and fashion. It embodies the three aspects of personality, rationality and maturity.

Branded goods not only contain economic value, but also cultural value. With the rapid development of science and technology, brand competition has surpassed the functional competition of products, and people are more inclined to psychological feelings rather than intuitively judging the advantages of a certain product. The authority of the "quality" represented by the brand, and the "cultural" authority of the brand - reflect the identity and status of consumers, and enhance the self-confidence of consumers.

Blind consumption: One of the characteristics of today's college students' consumption is blind consumption, many unwanted things, but also according to their own preferences to buy and buy, but in fact, after the real purchase, it does not play a role, but a lot of money is wasted, and the gains outweigh the losses.

Comparison consumption: for students who enter the university, it is easy to form a comparison psychology on the college campus, after all, going to college is to enter a small society, many college students see others buying, they don't buy, their hearts are not taste, in order to compare is also to follow the trend to buy, but in fact, what you buy is just vanity, can not play a real role.

The pursuit of individualized and diversified consumption: the performance of personalized consumption of college students is a significant feature of the new youth culture movement. In this way, individuality can also be understood as fashionable and stylized, not just the deliberate pursuit and expression of individuality and self in traditional youth culture.

Diversification is an important feature of contemporary college students' consumption. The mass culture consumption market is an important factor affecting the diversity of college students' consumer culture.