Values And Lifestyles: Research Of New Consumers In 2003

This research is an exploration into the characteristics of new consumers, a marginal field of communication studies. This research, carried out by some project groups, made a comparison between 200 new consumers, aged from 18 to 35, and 200 traditional consumers, aged between 40 and 65, both groups of consumers picked out randomly. Adopting the methods of observation, paper review and face-to-face talk, the researchers examined four aspects of both groups of consumers: traditional values, media exposure, daily consumption and consumption of brand products. After analysis of the results, the following characteristics are found apparent with the new consumers: more sensitive and less rational; exposed to multi-media and addictive to Internet; open, inactive and self-centered; faced with great pressure and more attached to knowledge and skillsIt is of great practical and theoretical importance to explore the characteristics of new consumers in China. To some extent, this research not only means a lot to the academy and industry from the perspective marketing communication, but also offers provocative preference to the study of new consumers from sociology and economics.This discourse is composed of five chapters, 46,000 words and 40 graphs.As a preface, the first chapter presents research background, purpose, value,and similar researches domestic and abroad as well. In chapter two, the author explains the related theories and methodology. With the theory of Time Marketing, this part offers a definition of new consumer and makes clear the difference between new consumer and traditional consumer by describing their distinctively different lifestyles. Illustrations on research steps, objective, range, quality control and implement are also included in this part. Chapter three is the body of this research. The author compares new consumers with their traditional counterpart from four aspects of their lifestyles: traditional values, media exposure, daily consumption and consumption of brand products. Chapter four summarizes the characteristics of new consumers on the basis of chapter four: more sensitive and less rational; exposed to multi-media and addictive to Internet; open, inactive and self-centered; faced with great pressure and more attached to knowledge and skills. The author also discusses its causes and influence to the consumption model. At last comes chapter five, the conclusion of this research. This part summarizes briefly the six conclusions drawn from this research and predicts that new consumers are dominating the mainstream of consumption. Besides, the author points out the defects of this study and suggests to further researches.