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科技外文文献
Consumption
among College Students
We college
students are the generation that will take the
responsibility to develop our country.
Besides, we are
also the
consumers of tomorrow.
It
really has something to do to get to know what the
college students want,
how they get the
information of the products, and their consumption
concepts and habits.
So I
did a research in
order to show the
tendency of college students’ consumption
trend.
Life style
The difference
between boys and girls on relaxing and
entertaining
Sports
(%)
Boys
Girls
42.9
16.7
Explor
er (%)
Movies
& TV (%)
19.7
31
Politici
an (%)
Spo
rts star
(%)
Bo
ys
Gi
rls
8.6
11.9
10.2
16.2
18.1
6.6
16.4
18.3
6.2
Shoppin
g (%)
5.5
13.2
Literatu
re
star (%)
Intern
et (%)
11.6
11.9
Enterpri
se boss
(%)
14.7
Travelin
g (%)
4.4
8.8
Art
ist
(%)
11.
6
16.
2
3.4
6.6
7.6
Party
(%)
3.6
4.6
Militar
y
strategist
(%)
6.2
8.1
12.4
Ball
(%)
3.4
3.6
Scient
ist (%)
Reading
& singing
(%)
6.2
7.8
Ones
elf (%)
The
difference between boys and girls on their idols
What about going on the Internet that
is in fashion now among the college students?
The answer is that about
93.6% students have visited the
Internet.
The average time
the students spend on the Internet is around 6.7
hours,
while the most is 78 hours.
The most common place where the
students choose to visit the Internet is the net
bars near the campus (48.2%).
Home ranks second (23.5%), followed by
the dormitory (10%).
The purposes of
visiting the net are listed following: reading the
news (27.2%), browsing the reference book
(23.7%), chatting (16.6%), sending and
receiving e-mails (12.5%), playing games (8.5%),
downloading pictures
and software
(4.2%).
Consumption concepts and consumption
habits
The
places
where
consumers
buy
items
are
the
problem
which
businessmen
are
interested
in
as
well
as
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consumers.
The
research shows that the supermarkets are the
places that the students visit most.
The reason lies
not only in
its cheap and complete items, but in it free
shopping style as well.
What’s more, the
supe
rmarkets
have already
appeared in some universities.
As a result, more than 77.5% students
regard supermarket as their
favorite
when they are shopping.
On
the opposite, only about 15% students will go to
those big shopping centers
to buy
things.
That’s probably
because most colleges lies far from the city, and
it’s not convenient for students to
go
to those shopping centers.
Then how do
students get information about products on campus?
The research show that most
students get
this kind of information
around their dormitory building (32.4%), and
canteen and teaching building are the other
two
main
resource
of
the
information.
It’s
interesting
that
the
result
goes
well
with
the
students’
life
style
in
college: dormitory-canteen-classroom,
three points a line.
The
students working busily among those places and
gain the information that may have
something to do with their shopping conception and
habits.
Advertisement plays a important
part in students consuming conception for they are
the generation which grow
with the
impact of Ads.
TV has no doubt the
biggest affect on the students’ consuming,
followed by propagating materials, newspapers,
outdoor advertisement, net
advertisement, and so on.
As we all
know, advertisements can stimulate consuming.
Over 40% students will try
to buy the product that is
introduced
by the advertisement or will directly buy the
product because of the advertisement.
If we take those
who do not
have the regular favorite brand into
consideration, the impact advertisements have on
the students will
surly be even
greater.
If we look into
the problem that what will mostly make the
students consume, we will find that the goods on
sale
have the greatest affect, while
giving presents is also useful.
Shopping online and shopping by
telephone are the newly born things which have not
appeared until the resent
years.
Shopping
online
Accept
completely
6.6
76.5
14.6
Accept partly
Do not accept
Shopping by
telephone
Accept
completely
14.6
67.4
15.8
Accept
partly
Do not accept
And
there
are
also
some
factors
that
may
not
occur
a
few
years
ago,
such
as
mobile
phones
and
laptop
computers, which can show the
consumption concepts and habits of college
students.
Now more than half of the
college students have or once had mobile phones,
and sending short messages is their
favorite service: more than 62.6%
students have used this function.
About 57.4% students are for the
price’s sake,
46.6% are attracted by
its convenience, while 21.2% use it just for fun.
And computers are also
common among
college students.
The purpose of using
computers are listed below: study (39.5%),
entertainment (15%), Internet
(12.1%),
others (2.4%).
Consuming abilities of
college students
?
?
The average living expense of 2800 college
students is 570 yuan per month, with the least 210
yuan and the most 4550
yuan.
?
?
?
?200~500
?
34.7%
Diet
42.3%
Clothing
15.6%
?
?500~1000
?
43.1%
Entertainment
10.6%
?
1001~2000
?
?
15.1%
Newspapers
& magazines
10.3%
Computers
& Internet
7.1%
?
?
2000~
?
7.7%
Cigarette
$$ wine
9.4%
Other
s
4.7%
The usual consumption of college
students
If you think these cannot
represent the college students’ consuming
abilities, then let’s ha
ve a look at
the
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following research:
About
49.7% students now have or once had mobile phones.
Among those whose use
mobile phones, about
36.7% use
Motorola, the types are listed : 2988 (8.8%), T190
(2.4%), T191
（
4.6%
）
, V998
（
3.8%
）
, V8088
（
2.
1%
）
,
others
（
13.4%
）
.
22.5% use Nokia, the types are: 8210
（
5%
）
, 825
0
（
10.6%
）
, 8310
（
0.5%
）
, 3310
（
2.6%
）
,others
（
3.8%
）
.
11% use Siemens,
the types are: 3618
（
1%
）
, 6688
（
1.2%
）
, 3508
（
1.6%
）
, 3568
（
0.5%
）
, 3518
（
1.6%
）
, 2118
（
3.4%
）
, S
1088
（
1.6%
）
, others
（
0.1%
）
.
The number of the college
students who have credit card is beyond our
imagination.
About
37.1%
students
have
their
own
computer,
with
the
average
cost
of
4640
yuan.
The
most
expensive
computer cost
22000 yuan.
From
the
research,
we
can
find
that
college
students
consume
mostly
around
their
campus.
And
they
are
becoming
more and more interested in their living quality.
Their consumption ability
is beyond our imagination,
and quite a
number of students have their own computers or
mobile phones.
Besides, the
number of credit cards
college students
have is really to our surprise.
We can draw the conclusion that college
students really have a
great
impact
on
today’s
market
society.
A
businessman
who
can
master
the
college
students’
taste
will
be
a
successful one.
In recent year
Findings
Students
consumption is not irrational
Students
have a high degree of brand loyalty
Students focus more on fashion
consumption
Analysis
1. On the total spending gap between
rich and poor. Students on the overall spending
concentrated in the 350 ~
500
yuan
and
500
yuan
to
800
yuan
in
this
range,
less
than
350
yuan
or
more
than
1,200
yuan
polarization
is
relatively small. The
record amount of spending by poor students is
basically less than 350 yuan. Poor hygienic
living standards and purchasing power
is quite different from an ordinary student. (
2. Diet large overhead. Whether or not
poor hygiene, food expenditure in total
consumption accounted for the
majority,
which is in line with health spending constituted.
The survey found that college students are also
caught
its own to go out to eat dinner,
and asking the students to an upsurge of
expenditure in this area, though not large,
but also contributed to the high
consumption of one of the reasons college
students, which shows college students
have come to has a social communicative
aspects of consumption.
3.
Communication
network
became
too
costly.
Surveyed
the
crowd
of
mobile
phone
ownership
rate
of
92%,
70% of poor students
also have mobile phones. The survey found that
most of the students focused on the monthly
phone costs 50 yuan to 100 yuan, poor
students generally able to control mobile phone
costs 50 yuan. 14% of the
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students also have a monthly cell phone
charges as high as 150 yuan.
4.
students have
gradually
had
to
spend
in
this
area.
It
is
understood
that
students
will
be
traveling
an
average
of
twice a year, followed by traveling
with a group or with 32 friends on his trip. In
addition, the survey accounted for
30%
of
college
students
fell
in
love,
for
love,
the
cost
of
their
monthly
200
yuan
~
350
are
high.
This
is
a
contemporary
college students in the emergence of a less
rational consumption. Students active in their
thinking, to
have
a
strong
desire
to
learn
new
things,
like
the
pursuit
of
fashion,
consumption,
ingratiate
oneself
strong,
entertainment consumption, the
proportion of total spending much.
Conclusion
1.
The
consumption structure of university students to
keep up with the trend of social development, and
social
integration.
As
can
be
seen
from
the
survey,
college
students
go
out
to
dinner,
invited
to
eat
with
friends, travel,
communication networks, cost more, just like
college students has become a small community,
college students more aware of early
exposure to some of the new society consumption
patterns of life, and
then
early
integration
into
society.
The
bank
cards,
credit
cards and
other
consumption
patterns have
also
been welcomed students can be seen,
college students, as an active community group,
although the economic
strength
failed
to
keep
pace
with
society,
but
has
long
been
on
the
consumer
awareness
and
social
development in sync.
2.
The rational
consumer is still the mainstream consumer. College
students most of the money is used for
eating, but not that much fun in
spending. Thus, college students, or fully aware
of their own mission, or the
study of
knowledge-based, rather than indulging in play. As
the spending power is limited, students will be
more cautious when spending as much as
possible selective and will not blindly seek
expensive, or just focus
on
low
prices
rather
than
focus
on
quality.
Therefore,
consumption
is
a
more
rational
consumption
of
the
mainstream students.
3.
Consumer
present to the diversified development. Students
in the realization of food and clothing, it is
also apparent consumption of dressing
up in this regard. As a well-read book, lucky
saints who have learning
I will not
forget to stroll school supplies shops and
bookstores, in order to obtain various kinds of
certificates,
of
education
of
university
students
has
become
a
charge
consumption
hot
spots. Part of
the
hand
Kuanyu
students will also have some fight
back, head, such as cameras, MP3 and other digital
products. Can be seen
that the
consumption-oriented college students gradually
diversified development.
4.
Love expenses are too high. College
students a solid beginning for romance and love to
please discuss
lovers
pay
a
money
is
relatively
high,
it
is
very
unreasonable
of
university
students
as
part
of
consumption expenditure, the monthly
cost of living due to falling in
love a
lot of people college students
make
ends
meet.
This
kind
of
irrational
consumption
will
lead
to
the
formation
of
a
false
value,
easy
for
college
students
that
love
is
built
on
top
of
money.
Therefore,
love
should
be
to
stop
the
phenomenon
of
excessive spending.
Students pose an
unreasonable consumption of factor analysis
1)
The social
impact of negative consumption trend. First of
all, the students is very high consumption is
due largely because the community as a
whole consumption structure is irrational. At
present, the emphasis
on
high
consumption,
which
contributed
to
the
student-
oriented
error
comparisons
between
the
wind.
In
addition, the present-day
society with overdraft popular consumption
patterns, college students have a keen
eye
on
social
trends
of
the
group,
combined
with
the
relative
lack
of
self-
judgment,
if
there
is
no
proper
guidance, it is easy to get into the
consumer from errors.
2)
The
consumption
of
the
campus
atmosphere
of
catalytic
wrong.
School
is
also
a
rapid
spread
of
consumer habits and
methods of a
mediator. University,
which are generally the same age
groups, college
students
have
a
stronger
appeal.
Its
population
size
and
value
of
individual
behavior
are
often
college
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students
as
an
important
frame
of
reference.
Once
the
comparisons
of
the
wind,
and
the
pursuit
of
brand-name
of
the
wind,
inviting
guests into
the
wind
with
the
signs
of
students,
college
students
will
be
emulated.
Coupled with a general lack of higher education in
the consumption of establishing a correct view
of
university
students
of
education.
Even
with
similar
education,
but
in
general
are
not
deep
enough
or
educational significance is not strong.
3)
The parents of
an extension of the concept of improper spending.
Families develop their children grow
up
generally lack the proper education of consumer
attitudes. The traditional family is the focus
primarily on
education,
child
moral
education,
the
modern
emphasis
on
family
education
is
the
moral,
intellectual,
physical,
multi-faceted
culture,
but
it
has
always
been
a
family
education
is
a
relatively
weak
link
in
the
cultivation of the child consumer. In
addition, many parents themselves do not have a
healthy ideas about
consumption.
parents are afraid that worse than the others,
prefer to eat less frugal use, to allow our
children
the
same
as
with
the
other
children
dressed,
eat
well,
play
well,
and
thus
contribute
to
the
child
lavish
spending habits.
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