The Social Stratification And Studies With Consumer Behavior

The study is to in research to announce consumption pattern and social stratum relation split up, and prove on the theory and practice this kind of relation. While analyzing this kind of relation, have put forward the basic theory to suppose: Different social people of stratum have different consumption pattern and consume, have a partiality for, in different social stratum people of status form structural level take consumption mode gradually too, there are obvious differences in the consumer behaviors of different social stratum's colonies, this kind of difference has strengthened stratum's identity admitting and stratum's structure again.Reform and opening-up over the past 20 years, economy and the society are developed rapidly, on one hand, economic development makes a group of people grow rich rapidly, has relatively stronger purchasing power; On the other hand, with the development of consumption culture, the spread of fashion information, people's consumption idea changes greatly, consumption type develop from consuming in surviving type to person who enjoy consume, pursue symbol consumption become masses a characteristic of consumption, the brand has represented a kind of special culture, is the synthesises of the commerce, cultural, social values, it is not brand articles with its expensive price and surmounting general quality, service and is different from, make it become a symbol and sign, have function symbolizing social identity position, Brand consumer behavior just has function which the society discerns and distinguishes. The brand is consumed because of its one's own advantage and characteristic, become a consumption pattern that people favor. This selected works have fetched the condition of consumption of resident's brand of Gui Lin in order to study the visual angle, attempt through come, probe into to each stratum brand analysis of condition of consumption of resident social stratum split up current situation and trend. Research this adopt literature research law, comparative law, determine the nature, study method of combining with quantitative research etc., obtain the materials as the main fact by literature research and field investigation. The documents and materials quoted in the article is mainly some research results about dividing one layer of respects in consumption pattern and the society published formally both at home and abroad in recent years.This text learn a craft or trade ten major stratum theory of gentleman according to land mainly, choose Gui Lin city ten major stratum sample basic analysis units, have done analysis to the condition of consumption of resident's brand of Gui Lin systematically. The full text is mainly formed by four major parts: Part one : The society divides into layer and consumer behavior theoretical research summary. In part this, to divide into layer, society divide into basic conception of layer make, describe and summarize, divide one layer of theories after combing two kinds of basic societies traditionally of western sociology, and the domestic and international research current situation regarding the society divides into floor and consumer behavior theory. Include Marx's class analysis and dividing one layer of latitude three large of Webber;and Simmel,Webble, Bourdieu,etc,they all tell that consumption theory ,then they have proposed consuming and there are close connections while dividing floor in the society clearly, consumption is that the social identity builds the means to construct; Domestic scholar such as Li PeiLin, Li ChunLing,etc . they probe into division and trend of the social stratum in term of consuming too, have explained systematically that consumes and divides one layer of theories. This text has proposed the visual angle of the consumption comparative study of brands on this basis. Regarding difference of the condition of consumption of the brand as the division of analyzing the social stratum and visual angle of studying of trend has its one's own advantage and characteristic. In part this, this text system explain brand concept, intension and society of consumption divide function and realistic meaning of layer into.Part two : Brand consumer behavior difference positive research of resident of different levels in Gui Lin. This part is a research focal point herein. The content includes: (1) choose and investigate the course summary in sample; Some content these include Gui Lin to be city economic to divide layers of theory while being ten major with social state of development and Lu XueYi Mr., choose and investigate the course in sample of this research. (2) brand consumer behavior real example analysis of the residents of different levels in Gui Lin. The clothes consumption, food and beverage that are chosen in resident's daily consumption especially are consumed for the analytic target, , to approval degree of the brand, consumer psychology, average expenditure from the residents of different levels, consumption have a partiality for respect go on, compare, combine relevant society divide layer make analysis to the consumer behavior difference with consumption theory. Retrieve 115 parts of valid questionnaire altogether, use statistics analyze software spss11.5 go on, describe, count, cross contingency, card side person who examine statistical analysis to questionnaire and relevant interview materials that collect. (3) residents of different levels admit subjectively and level of consumption subjective satisfaction comparison .(4) brand consumer behavior brief summaries of residents of different levels.Part three : Of different levels resident brand buy behavioral difference reason of forming. The residents of different levels formed difference on the basis of the economic factor, job factor different from schooling even the unequal consumer behavior, the same stratum have identical consumer behavior and consumption style might strengthen stratum identity admit and border of stratum, thus make stratum's structure firmer and lasting. The solidifying and is unfavorable to the social development of social stratum, only form the mechanism helping the society to flow, promote the flow among the strata, could improve and improve resident's social status of ground floor fundamentally, proportion of the person who raises medium-sized income. Part four : It is fashionable to lead rational consumption, promote the development of harmonious society.