The Sociological Reserch About Consumer Behavior In Small Town Of Sunan Area

From the view of sociology research, the dissertation, based on demonstration analyze, aims to describe current status of consumer behavior of Small Town in Sunan Area and tries to find out main factors affecting consumer behavior and cultural signification in it.The dissertation is divided into five main parts. The first part briefly outlines the research purpose, research design, main content and methods. The main content begins from the second part. The dissertation analyses the status of consumer behavior by using lots of indexes designed from consumer requirement, consumer idea, consumer choice and consumer sensibility. It finds out that consumer behavior of Small Town is greatly affected by the idea of thrift and practicality. It presents character of intellectualism, while attaching importance to individual inclination. Residents of Small Town begin to cognize social functions of consumer behavior, and they satisfy sensibility requirements by various consumer behavior.Furthermore, the dissertation particularly analyses difference between certain groups. The main conclusion is as following: Difference between male and female: Female is inclined to release sensibility through consumer behavior while male intends to build up social relations. Difference between different age group: Youth attach importance to function of releasing sensibility and signal value of merchandize, middle ages pursue cheaper goods with calmness, the old pay more attention to utility and connection. Difference between different occupation: most occupations neglect consumer behavior of learning, the cadre thinks a lot of consumer behavior good to occupational development, the technician pays attention to consumer behavior's functions of enjoyment and splurge. The forth part of dissertation analyses the main factors from quality and quantity and finds out that ability of consuming greatly affects consumer behavior. With various occupation, age and etc, people anticipate different level of income in the future and their present consumer behavior is affected. The similarity between people and consulting group and importance of consulting group both affect people's present consumer behavior. The analyze of cultural signification shows that brand is endued with value meanings, criterion has sensibility and so on. The fifth part sums up main conclusions of the dissertation and points out some lacks.