Study On The Consumption Stratification Of College Studengts

Chinese society entered the era of mass consumption. People's daily consumption transit into the era of consumer spending, transit from the type to meet the basic needs of survival into the type to enjoy spending time even the type of the development consumption of the times. People's demand for goods is no longer just the pursuit of its value and practicality, but more and more began to pursue the items shown by symbols and symbolic value. Students affected by the social climate, some people will have begun to enjoy the type of consumption characteristics. They buy upscale fashion durable goods, as a way of life different from the other students pursued by increasing college students. Students'consumption layer formation, the different consumer groups have different consumption patterns and consumer principles, this difference in consumption in turn, reinforced the sense of class identity and class. Students'consumption stratification became a microcosm of social stratification. Therefore, consumer researches into the social stratification of our society as a new perspective to the vision of consumer research and sociology, has become a meaningful link attempt. This article is intended to accumulate empirical data for consumption sociology by the research on the phenomenon of college students, attempting to present a new perspective of current consumption stratification in China.In full advantage of domestic and foreign literature, based on this study, the combination of quantitative and qualitative research methods on the students are undertook for study of college consumer life. Through questionnaires and interview, the paper gets the Z students first-hand information to the teacher Li-Chunking, a teacher of consumer durable goods stratification as a standard. Firstly, Z college full-time as the sample are divided into lower, middle and lower classes, middle, upper and upper five consumer class. Then summarized the situation of these five overall consumer spending levels. As different levels of consumption spending will be in a different way to show their different options, with their different consumption principle. Therefore, we chose students spending more of consumption:food, clothing, durable goods consumption and leisure entertainment consumption. We compare the five class consumption class in these four styles, analysis of the five principles of consumer consumption class. Comparative studies suggest that, in most cases, students consumer class of consumer behavior and consumer attitudes are all large differences between them. In general, the lower consumption levels still tend to buy cheaper goods, and intermediate consumption, consumption of the principle of university students is "the first affordable, moderate stress". Higher consumer spending levels of the principle is "display taste and reflect personality," more emphasis on items what brought to them the symbols and symbolic value.