Study On The Consumption Features Of "after 80s" Rich Children

As the first-generation born under the family planning policy, China's "after 80s"is China's first generation of the only child. They grew up in the special times of Chinese reform and opening period. With the rapid development of Chinese market economy, they live in plentiful environment and enjoy the love of their parents. The special background has formed their unique consumption psychology and consumer behavior characteristics. In a period of transition of society, China has entered the consumer society, in which consumption culture becomes the mainstream culture spread. However, there is a special group of people in "after 80s".They attract attention of people, because they have more social resources and wealth of resources.They are "after 80s" rich children. As this group gradually entering into the society, consumer demand expands ceaselessly, the pursuit of fashion, personality, keen on appearance consumption and brand consumption, experience the pleasure of life, consumption more impulsive. Obviously, this group has become the consumer groups to attract people's attention. They have a new attitude of life and a new consumption psychology and behavior. They possess wealth, which will bring new consumer demand and produce new huge purchasing power. There is no doubt that, in the next few decades, this group will become China's society's leading consumer groups, will become one of the groups, which stimulate new point of growth of consumption. To sum up, the study of consumer behavior of this group will be of important significance.The thesis collects and summarizes domestic and foreign scholars and reference related to groups' consumption psychology and consumer behavior researches, most of them focus on the "after 80s" and college students' groups consumption psychology and consumer behavior. These research results have very important role to finish this paper. However, there are few researches direct to the "after 80s" rich children group. The thesis starts with the micro environment and macro environment, so as to analyze and interpret the unique characteristics of consumer behavior. The thesis uses the depth interview method in order to get first-hand materials. Because of the space distance limit, there are 2 persons questioned by telephone interviews, another two by QQ, and the rest by direct face-to-face conversation, so as to strengthen further understanding about the unique consumption psychology and the consumer behavior of this group. In the research, there are 19 respondents altogether, including a low proportion of only six women, the ratio of men to women is close to 2:1. All of them are the only child in their family. Among them, five people have experience of studying abroad. They have different education background, but the basic are in college or above. Most parents of the interviewee are businessmen. In addition to four of the interviewee are provincial, others are all from Liaoning province.The purpose of this interview basically is to understand the following three aspects:First, understand how the rich children to collect information channel of the consumption; Second, understand consumer behavior of the rich children, including their daily consumption behavior of the main spending projects, saving consciousness and consumption mode; Third, understand buying behavior of the rich children, including buying place, reason and the first factors considered when buying. According to the purpose of the interview, the author has designed 22 questions in the outline. Interviews begin from monthly expense amount to the main project daily expenses, to buy reasons, buy places, and so on. The gradually in-depth talk helps the author have further understanding of their consumption psychology and consumer behavior. In these friendly conversations, the author has deeply understood a lot about this group, the consumption psychology and consumer behavior characteristics, got a lot of inspiration, also found a lot of interesting phenomenon. Lastly, by finishing all the interviews, it summarizes the conclusion of this paper.By restrictions of the ability of writer, it's difficult to search all kinds of different backgrounds, different types of "after 80s" rich children. Subsequent research can be extended to remedy these defects. In addition, other researches from the cultural or subculture degree to under the influence to consumption psychology and behavior of this group can make the research more systematic and scientific.Objectively speaking, this group of consumption has their own characteristics, but not as media publicity, that is going to splurge. Due to their unique life background and the way of thinking, their consumption psychology and the behavior is different from the other groups. Dial on their consumption of nerve, it's believed that it will have certain effect to expand domestic demand and to stimulate the economy.In the end, the author puts forward some marketing advice. It will make the society economic development more harmonious by understanding the special group consumption behavior characteristic in the special historical environment, meeting their desire for consumption, and giving the proper guidance. The "after 80s" rich children group itself has the characteristic reflects strong times signal. With the rapid development of our economy and the increasingly deepening economic system reform, China's rich quantity will also expand further. There will emerge more groups about "after 90" rich children, "after 00" rich children and so on. As long as we carefully analyze the consumption characteristics, and give the proper guidance, it will promote the harmonious development of the commodity economy society.