The Consumer Behavior Study On Female College Students Of Wuhan

Consumption is the premise of man's living and development, and it plays a very important role in the society of human manufacture and human life. Man depends on consumption all through his life. With the developing of social production and the marketing economy, the market has shifted from a seller's to a buyer's market. The consumers play a more important role in the process of social manufacture. With the rapid development of economy and the improvement of the living level of people, the psychology and concept of consumption changed since the reform and open policy. The consumption behavior of female colleague students, who is knowledgeable and easy to accept new things, is very important for manufacturer and company. We should specially pay attention to its impact on the structure of economy and the family. One of the most important content of researching on consumer behavior is how to guide the students to consume reasonably and healthfully.Consumption behavior is refers to varieties of activity of consumer's getting, using or disposal commodity. It also refers to the process of decision which makes before the action and which decides the action. This dissertation referred to large quantity of literatures and documents, applied several research method, such as the questionnaire, statistics and logical induction, made a empirical research of the consumption behavior of female colleague students theoretically. The conclusions are obtained as followed:1. The consumption level of female colleague students in Wuhan per month is at the middle-level. The consumption items are mainly contained basic living consumption, learning consumption and costume consumption .The difference of their consumption conveys that gap between rich and poor do exist in the group.2. Influenced by the role form of female and the colleague students, the features of female colleague students' consumption are described as diversity, hierarchy and coexistence with rationality and irrationality.3. Because of independence in economy, the price takes a major role in their consumption decision. The economic factor is particularly important. Both the traits of the female and the colleague students make female colleague students to be effected by others easily.4. The consumption demands of several items are quite different between different grades of female students. 5. There are many factors influence the consumption behavior of female colleague students, including the factors of society, school, family, individual etc. The family plays the most important part, which effects the consumption directly, especially of which the aspects of family income sources, family income level and the family structure.