Comparative Study Of The Consumption Concept And Consumer Behavior Between Urban And Rural Students

With the improvement of the social life environment and the increasing of the living standards ,people's consumption concepts and consumption structure has changed significantly. At present our country is in a phase of accelerated development, the gap between urban and rural areas will be unavoidable Showed a widening trend ,as urban-rural income gap continued to expand, resulting in significant differences in consumer behavior and spending intentions of the urban and rural residents. With the development of higher education in China, the number of college students continue to increase. By 2007, China's annual enrollment of graduate education is 420,000 people, 1.2 million students in school, 310,000 graduate students. Regular higher education enrollment 5.66 million, 18.85 million students in school, 4.48 million graduate students. Students is a special youth groups in the community , they are in a critical period of the formation of life,values .In real life, they have unique characteristics of consumer awareness and consumption ,due to various aspects of the college students, there are some bad Consumer behaviors. Understanding the negative consumer behavior of the students, and guide them to establish a correct concept of consumption, to develop good spending habits so that they can become useful to the state and society is responsibility of the education personnel.At present, scholars at home and abroad throw more and more attention on the consumer behavior of university students,but they basically make teir relevant research and study under the concision of taking the college students as a whole, and studied from the point view of summaried analysis and normative analysis. This article attempts to chooose the rban and rural students to start the research under the perspective of empirical analysis, in order to better highlight the difference and consumption changes between urban and rural residents, and then reveal the difference between urban and rural residents and its impacts.The author want to find way to reducing the gap of consumer behavior between urban and rural students from this way, guide the rational consumption of university students, and promote the harmonious development of society's recommendations. The article includes five parts: The first part is the introduction of this paper, it shows the purpose and significance of the study, summarizes the dynamic of college students consumption at home and abroad, as well as the introduction of the article ideas and methods; second part, on the relevant theoretical basis of the consumption concepts and consumption; The third part is the main body of the article, through the form of sample surveys to obtain data, using statistical methods and econometric models to Study the differces of the consumption concept and consumption of students of urban and rural; the fourth part is respectively study the factors which impact the differeces of the consumption concept and consumption between rural and urban students from the perspective of economics and psychology; Part V, draw conclusions and propose measures to reduce the difference of consumption intention and behavior between urban and rural students...