The Difference Research Of Women's Consumer Behaviour In Urban

According to the fifth census demonstrated ,the female population of my country achieved 612.28 million,account for the total population 48.37%.Females are act as: the daughter, the wife,the mother in the social life and play in the different role.According to chinese traditional,female have the main power of speak in the family expense,deciding that they inevitably become in the main army of consuming.Along with the social economy further development and the civilized degree further promotion,the female society,the economy,the political status all obtained the distinct enhancement,the female expense behavior research has become a hot spot day by day.Female as a special community in society,owned with the different expense psychology and the expense behavior from the other social expense communities.The city female expense behavior is referring to the modern metropolis feminine community as the expense main body of the expense disbursement which can control by the characteristic expense behavior,it is different from the female self of the narrow sense behavior concept which to aspect for clothing,cosmetics expends in the general significance, but it also include such as the shopping,the satisfied feeling, likes to look good,lack the economy mood,pay attention to the feeling of shopping and so on,this both has the common female of expense view and the city female unique characteristic.The article mainly uses the literature research method,the questionnaire survey method and so on,has carried LiLing female for the example on the questionnaire survey in the Hunan Province.From the sociological view,take the female expense behavior as the spot,from the different category community's expense need, the expense idea,the expense choice,summarize the essential feature of the female expense behavior.At last,analyze the difference factor that affects the city female of the expense behavior.The article mainly divides into five major parts.The first part is foreword,introduce the basis of the topic,literature summary (including domestic and overseas research results ), the limit of related concept and theory basis,and propose the new mentality of research which adopted. The second part introduce the object of research,the assuming of the research and the choice of the research.First, we propose the object of research is city female;The second,we put the hypothesis of the research; The third,we introduced the material of collection and the analysis method.The third part is the main body of this article.It mainly about the difference behaviour of female in LiLing.First of all,showing the detail of this research– the female of LiLing in Hunan Province which about basic situation of the expense behavior and concrete constitution of the sample.Next,summing up the basis condition of the female behaviour in Liling.From the three typical sociology research consuming latitude about the need of consumption,the idea of consumption,the choice of consumption,to the feminine expense behavior which collects in LiLing city of the Hunan Province,ask the volume and the correlation material has carried on statistical analysis and soon description statistics,overlapping row association,card side examination.The discovery of LiLing female expense behavior is shown off:enjoys the idea of the influence, the whole presents reflects the non- rational characteristic,also cares about the satisfied feeling in the expense process.At last,The article analyzed the expense behavior difference in different community,main discovery:1.Age difference:The youth feminine consumer has a strong demand to the commodity mark, the commodity design,the color, the outward appearance,the brand,all become the youth feminine consumer's purchase reason in the factor,this manifests impulsiveness to expend are more than the intend expense;The middle-aged feminine consumer have lots of experiences,reviews in the depth, the mood quite stably,controls own motion with rationally,During the expense process,pay great attention to the quality, the use value of commodity,the convenient,the moderate price,the prestige,can grasp the rationality, suppress the impulse;The old age feminine consumer expense behavior has a stronger stability,the usable expense idea is the strongest.2.Professional difference:The party politics carde, the administer of enterprise,the person of speciali technology/the teacher/the doctor and so on,the income is reliable,they do not caring about the food and the clothing ,pay attention to the consumable scale in the process,pursues the expense tidal current.The new expense idea tends to enjoys and shows off,regarding as the consumable of the function,manifests its status and the status;The Comes off sentry duty, retired,because they do not own high level of educational.the occupation is unstable,also does not have the stable source of income.Family life is quite in straitened circumstances, their expense mainly uses in maintain entire family to eat,to put on,to use and so on.They are the scale slightly of low consumable buyer.3.Income difference:The high income feminine consumer,as the result of the independence,cares about the self-awareness and self-respect satisfying in the expense process,longed for obtains others praise and the approval,has manifested the expense non- rationality and the consumption pattern is unreasonable;The low income of feminine consumer merely in order to fill the survival needs.The fourth part emphatically analyzes the factor that affects the city female of the expense behaviour,and analyze the result of concrete evidence in total.Including economic factor,cultural element,physical factor and psychological factor.The author think that the economy,the culture, the status and the psychological factor mix together, forms a complex network,affecting the condition of the city female expense behavior. The fifth part has carried on the summary and ponder to the research content,and from the socialized theory of frame to explain about the city female expense behavior,pointed out the research deficiency.