Research On Investigation On Consumer Behavior Of College Students In Taiyuan City

Taiyuan, located in Shanxi, midland of China, is attracting300,000students in itsuniversity campus. They are active in innovation and new things, but by comparison withdeveloped areas, they are backward and conservative as well. The gigantic group has become aunique consumer group. However, Guidance on consumer behavior of college students has beenlagging behind due to little research.Based on it, the paper chooses college students in Taiyuan as objects, uses a variety ofmeans such as survey, interview, tracking study, and so on, analyzes the status quo and the reason,and gives suggestions on how to make a good use of information developed by the research.The paper thinks, consumer behaviors of Taiyuan college students not only get commonfeatures of college student group, but also unique regional features. As a whole, the consuminglevel of Taiyuan college students is basically reasonable, but many unreasonable consumerbehaviors exist. As for consuming structure, they cost largely on study and basic living, theirconsuming lists are colorful and changeable. As for consuming means,“eating and drinking”,“AA”, self-help, online shopping are chosen mostly. As for consuming concepts, they haven’t yethad mature and stable concepts.According to the paper, consumer behaviors of college students in Taiyuan are decided bytwo kinds of factors, external and internal. Motive, learning, cognition and self-concept, as mainexternal factors, make a big influence. Motive pyramid is conducted, divided into four levels,survival motive, adaptive motive, expectative motive and orientation motive. Culture, dividedinto urban subculture and university subculture, explains why consumer behaviors of collegestudents have obvious regional difference.The paper makes suggestions on how to properly intervene in consumer behaviors ofcollege students by use of information developed. Universities and companies should give properresponse. The universities need cooperation with the families and the society, especially themedias, strengthens education in consuming morality, financial qualities and skills of collegestudents, and advocates green consuming. The companies will have to learn how to use campusmarketing. Parts of the companies are warned of trap on market segmentation.