1、第 1 页 共 32 页 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 inform
2、ation 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 (%) Movies & TV (%) Shopping (%) Internet (%) Traveling (%)
3、Party (%) Ball (%) Reading & singing (%) Boys 42.9 19.7 5.5 11.6 4.4 3.6 3.4 6.2 Girls 16.7 31 13.2 11.9 8.8 4.6 3.6 7.8 The difference between boys and girls on their idols Explorer (%) Politician (%) Sports star (%) Literature star (%) Enterprise boss (%) Artist (%) Military strategist (%) Scienti
4、st (%) Oneself (%) Boys 6.6 16.4 18.3 6.2 14.7 11.6 6.2 8.1 12.4 Girls 8.6 11.9 10.2 16.2 18.1 16.2 3.4 6.6 7.6 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 o
5、n 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 th
6、e 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 interes
7、ted in as well as 第 2 页 共 32 页 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. Whats more, the supermarkets have already appeared in some universities. As
8、 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. Thats probably because most colleges lies far from the city, and its not convenient for students to go to tho
9、se 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. Its interesting that th
10、e 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 stude
11、nts 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 consu
12、ming. 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
13、 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 year
14、s. Shopping online Shopping by telephone Accept completely Accept partly Do not accept Accept completely Accept partly Do not accept 6.6 76.5 14.6 14.6 67.4 15.8 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 consump
15、tion 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 prices sake, 46.6% are attracted by its co
16、nvenience, 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 s
17、tudents is 570 yuan per month, with the least 210 yuan and the most 4550 yuan. 200500 5001000 10012000 2000 34.7% 43.1% 15.1% 7.7% The usual consumption of college students Diet Clothing Entertainment Newspapers & magazines Computers & Internet Cigarette $ wine Others 42.3% 15.6% 10.6% 10.3% 7.1% 9.
18、4% 4.7% If you think these cannot represent the college students consuming abilities, then lets have a look at the 第 3 页 共 32 页 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
19、%), 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（
20、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 mostl
21、y 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 sur
22、prise. We can draw the conclusion that college students really have a great impact on todays 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 S
23、tudents 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 amo
24、unt 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
25、 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 s
26、hows 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
