What are the analyses that affect college students' consumption behavior?

Analysis of college students' consumption psychology and behavior: Pujia Community B [+]; Ee}0FB

Compared with ordinary young people, college students' consumption psychology and behavior have their own personality, which is embodied in the following aspects:

3cih, ~ @ v [j $ o8 o02. 1 Pay attention to emotional connotation.

8k}fuy]0 Living in a market economy environment, college students have the same requirements for products as their peers: keeping up with fashion, keeping up with trends and being easy to accept new things; Pay more attention to the color, shape, style and packaging of goods, hoping that goods can beautify the environment, establish an image and cultivate sentiment. Because of their high cultural literacy, college students are more inclined to seek beauty in a subtle way than ordinary young people, paying attention to natural beauty and simple beauty, paying more attention to the cultural and emotional connotation given by products, and paying attention to the added value beyond formal products. For example, Xizhilang Crystal Love Jelly, besides its function as food, also has an emotional connotation-the concept of "love", which is very popular among college students.

3dOh0m-V0~ w:H/bjqD02.2 advocates quality service.

As a college student, the purchase of c@'W-g lhE8Z#t5L0 not only stays at the material level, but also reflects the pursuit of culture and taste attached to the entity. Good service attitude and management style will enable them to gain the sense of superiority of "favored by heaven", re-recognize themselves, position themselves, and experience the sense of accomplishment as literati of the times, thus subtly improving their goodwill towards goods. Therefore, enterprises should establish the concept of "all for students", attach importance to product sales and after-sales service, guide college students to consume rationally, leave a good impression on their products, and have the desire to buy in the future. Pujia Community 8t I Wd| oPA

2.3 Consumption motivation is both impulsive and rational | Pujia community! H"TQKxWRz

Because college students' values and consumption concepts are not completely stable, their consumption experience is not rich enough, and they are innovative and beautiful, they are easily influenced by the external environment when buying goods. In addition, some students like to shop in groups, and it is inevitable that they will be influenced by their peers when purchasing goods, ignoring the comprehensive and serious analysis and comparison of goods, which leads to college students' strong emotional color in consumption and easier to buy on impulse. In addition, college students' consumption is rational. First of all, most students come from rural areas and ordinary working families, and their parents have limited supply. Therefore, they must arrange their income and expenditure in a planned way, seek the maximum purchase benefit under the constraint of limited economic conditions, and meet the individual needs to the greatest extent; Secondly, with the increase of college students' age and information, they will consider more comprehensively and carefully when buying goods, showing more mature value orientation. For example, if you buy an expensive product like a computer, you will not only consult the relevant information before buying, but also know the price, performance and market information, and even consult an expert before deciding to buy. Pujia community U] |(fN6P"X l9v)

2.4 the practicality and avantgarde of consumer behavior

W u~q6hN2})Q0 Due to the limited income and the increasingly mature consumption concept, college students pay more attention to the practicality and economy of goods when buying goods, hoping that the goods have high quality and practicality, and pursue economic benefits, good quality and low price.

! 7IYhxLz0 college students have the unique purchasing psychology of their age: the pursuit of avant-garde. Stimulated and induced by the external environment, it is easy to produce psychological desire to keep pace with fashion or even surpass it. Therefore, college students pay special attention to the styles and patterns of goods in order to attract attention. Avantgarde is also reflected in consumption patterns. As we enter the era of network electronics, many college students have campus IC cards, transportation IC cards, UnionPay cards, Internet cards and even sports fitness cards. "swiping the card" makes college students' consumption behavior sloppy, convenient and fast; At the same time, online shopping and "spend today's money to dream tomorrow" are relatively easy to be accepted and adopted.

5x"v7c Qs Xb/cUn02.5 Diversified Consumption Structure Pujia Community 2 `! } & amp@xv|9MJ S

2 1 century is an era of rich material and spiritual life. College students entering this era are no longer satisfied with the monotonous life in dormitories and classrooms. Although books are still the main consumption object, they are not the first choice, let alone the only consumption item. The consumption of college students shows an obvious trend of diversification, mainly including the following consumption types:

2 diok P； ACOAYE E0 (1) learning investment type. Life is frugal at ordinary times, but there is no ambiguity in learning investment. Such as purchasing study materials, subscribing to newspapers and periodicals, participating in various English and postgraduate training classes, etc.

CP, | y5MQ6qz 1Z0(2) Fashion information type. With the continuous development of communication technology, computers, mobile phones and digital cameras have become the "new three" of college students.

#h9nd+TKY'F0(3) Entertainment and leisure type. Singing and dancing on weekends and holiday travel are the main consumption items. It has become the common wish of college students to enjoy nature and life.

a-e 1Oz ' \ * H； }0(4) Other consumption. Several close classmates and fellow villagers get together occasionally to keep in touch, and buying gifts for people has gradually become a part of college students' consumption projects. Pujia community r6z 1rmbd% 5d

What is the marketing strategy of the university market? tw0f & ampi7~3HWIQ8yN

By grasping the consumption psychology and behavior characteristics of college students and analyzing their internal conditions and external environment, enterprises can seize business opportunities, target the market accurately, formulate corresponding marketing mix strategies and develop the "college student market".

3. 1 product strategy

"S9qh(mIy0) enterprises should first grasp the changing characteristics of their own consumption demand according to the actual situation of college students and develop various products that can meet the needs of college students. Pujia community jA QE6A? /@ O2J

Generally speaking, new products with good quality and moderate price are easily recognized and accepted by college students. Therefore, enterprises in China should provide economical, practical, multi-functional and high-performance products for college students to adapt to their realistic psychology. At the same time, based on the structural differences of college students' family income and grades, enterprises with diversified business capabilities should conduct market segmentation according to their own strength and operating characteristics, and then conduct differentiated product positioning and marketing according to different target markets, develop different types and grades of products, and strive to shape the advantages and characteristics of products in terms of styles and packaging to meet the needs of college students with different consumption levels. Pujia community jD! t\3^&； E5c mm

Besides product development, China enterprises should also pay attention to service innovation to stimulate college students' consumption desire. While providing general services, we should provide enthusiastic and humanized services and guidance, show concern and respect to college students, do a good job in product consultation, information transmission and introduction, be their staff, and guide college students to rational consumption.

S1lr6ahvq03.2 price strategy-Pujia community XC-p @z)Y0]

Practicality is the basic consumption feature of contemporary college students. Generally speaking, good quality, low price and economy are the basic principles for many college students to buy goods. Therefore, low price range and small profits but quick turnover are the best choice for enterprises. Of course, for a few well-off college students, enterprises can also focus on developing their novel and novel consumption potential on the basis of meeting their basic needs, reasonably guide them, and appropriately increase some high-quality and cheap products to meet their needs. Pujia community tbnGU 1EAmhk[

In view of the actual situation of the university market, China enterprises should adopt the middle and low-grade pricing strategy, and at the same time use price discounts, concessions, gifts and other promotional means to attract more college students. You can also choose the way of differential pricing to set different prices for the same type of series products to meet the needs of college students at different consumption levels.

BIy6L2s03.3 Distribution Strategy Pujia Community h)a W H+E4BAj

College students have a strong sense of time. They want to buy goods conveniently and save time. Therefore, they are used to buying ordinary goods nearby. When designing distribution channels, enterprises should arrange sales outlets near or in schools as far as possible to reduce the intermediate links of distribution channels. On the one hand, it can reduce commodity prices, on the other hand, it can directly and conveniently grasp market trends. The following two distribution forms can be considered: Pujia Community G*sf+B`*C8I.

(1) retail terminal. Set up supermarkets and retail stores directly near the campus. According to our survey results, most colleges and universities in Wuhan have campus supermarkets and retail stores near their schools. These enterprises directly point the target market to the campus, serve teachers and students, and have achieved good economic benefits. Pujia Community, Central, Hong Kong

(2) Factory direct sales. Manufacturers can consider setting up retail stores directly in colleges and universities. Of course, it depends on the relationship between the school and the enterprise and the communication skills and skills of the enterprise. According to the excitement and curiosity of college students, we can enhance the attraction to college students as a consumer group by strengthening the cheerful atmosphere and cultural taste of shops. If possible, many business alliances will create a distinctive "shopping street", which integrates leisure, shopping and viewing functions, and integrates eating, wearing, using and entertainment, which often makes college students linger.

3Y3O '[03.4 Promotion Strategy: Promotion is an important part of enterprise marketing, and proper and in-place promotion will reflect the competitiveness of enterprises. Therefore, the competition of China enterprises in the university market will also be reflected in the promotion organization. For college students, enterprises can adopt the following promotion strategies: T5B+N%@Ka in Pujia Community.

(1) advertising strategy. Due to the limitation of cultural and recreational facilities in schools, TV advertisements generally have little promotion effect on college students. Effective promotion means are newspapers, magazines, campus posters and leaflets with high reading rate. In view of college students' consumption characteristics and psychology of seeking novelty and difference, advertising positioning is based on psychological demands, and in the transmission and expression of emotions, it strives to move people with emotion, attract people with things and attract people with novel and unique goods. At the same time, combined with advertisements, some promotional activities, such as giving gifts and live performances, are held to help college students who lack commodity knowledge and consumption experience understand the performance of commodities and trigger impromptu purchases. Pujia Community oj5e(Zn7Z

(2) the relationship between the public and the public. The main purpose of public relations activities in university market should be to convey brand image and establish brand loyalty. Enterprises can establish a good corporate image and improve their brand reputation by setting up scholarships and subsidizing poor college students in colleges and universities; In addition, sponsoring student activities is also a good form of public relations, such as sponsoring various forms of competitions, lectures and various community activities in colleges and universities, which is not only conducive to narrowing the distance between enterprises and college students, but also conducive to promoting enterprises and their products and enhancing the awareness of products among college students. Pujia community! n8g ` 7X } E3 " Q y(Z

In addition, enterprises can make full use of the Internet to publish all kinds of information about their products. In the websites that students often visit, product information is published and disseminated in a targeted manner, and product promotion and sales are carried out in combination with online shopping, so as to carry out "paperless" promotion.