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英语论文Consumption among College Students


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. 1. 1. Life style The difference between boys and girls on relaxing and entertaining Sport Movies s (%) & TV (%) Shoppi ng (%) Inter net (%) Traveli ng (%) Party (%) Ball (%) Reading & singing (%) Boys Girls 42.9 16.7 19.7 31 5.5 13.2 11.6 11.9 4.4 8.8 3.6 4.6 3.4 3.6 6.2 7.8

The difference between boys and girls on their idols Explo rer (%) Politic ian (%) Spo rts star (%) Litera ture star (%) Enterp rise boss (%) Art ist (%) Milita ry strat egist (%) Boy s Gir ls 8.6 11.9 10.2 16.2 18.1 16. 2 3.4 6.6 7.6 6.6 16.4 18.3 6.2 14.7 11.6 6.2 8.1 12.4 Scien tist (%) Ones elf (%)

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%).

2. 2. Consumption concepts and consumption habits The places where consumers buy items are the problem which businessmen are interested in as well as 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 supermarkets 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 Shopping by telephone Accept Accept Do accept 14.6 not Accept Accept Do accept 15.8 not

completely partly 6.6 76.5

completely partly 14.6 67.4

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%). 3. 3. 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~ ? 1001~ ? 200

500 ? % 34.7 ?

1000 43.1%

2000 ? 15.1% ?

0~ 7.7 %

The usual consumption of college students Diet Clothing Entertain ment Newspape rs & magazines 42.3% 15.6% 10.6% 10.3% Compute rs & Internet 7.1% Cigaret te $ wine 9.4% 4.7% Othe rs

If you think these cannot represent the college students’ consuming abilities, then let’s have a look at the 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%) 8250 , (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%), S1088(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 years,, 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 students also have a monthly cell phone charges as high as 150 yuan. 4. "Play money", "love money" gradual growth. With the concept of tourism into the modern consumer, college 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) (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) (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 development. 4) Love expenses are too high. College students a solid beginning for romance and love to please discuss lovers pay a "love 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. (4) 2. 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 college students gradually diversified

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 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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