University Students’ Tourist Consumption Decisions Based On The Lifestyle Segmentation

With China’s education system reform, the higher education school enrollment expansion, the number of college students increased,at the same time,the college students enhanced their expense ability and their consuming way became more diverse. the college students have much spare time and have strong desire to travel. It’s not exaggerating to say that there is all enormous potential market in universities.The article tried to started with lifestyle of the college students,the survey based on questionnaire is conducted among college students in Changchun city to have the market segmentation.The study found that the impact of college students lifestyle has7factors including Locomotor activity factor,Pay attention to social factor,Self confidence factor,Popular fashion factor, Independent factor, Learning factor, Cost-effective factor.In accordance with the level of the college students together into three major categories of consumers,and research if there are differences between this three types of consumers in the purchase decision-making process.Then found there is no difference in need recognition, information collection and purchase result.But there is difference in solution assessment and purchase option.Then marketing strategy are set up.There are the structure of the article:Firstly,the author analyzed the background of the research and showed the main research question, including the purpose,significance, methodology and routes.Secondly,the chapter introduced the related theory,the foundation of the article is the key concepts and theoretical which be related to this article.Thirdly,based on the related theory and the theoretical basis,the author put forward the research problems,designed variables,came up with research hypothesis and introduced the main research methodology.Fourthly, conduct the empirical research.Through the descriptive statistical analysis,factor analysis,cluster analysis and chi-square test to the valid sample data,the author found that the college students of Changchun can be divided into three main types.Combined with consumers purchase decision-making process model,the author analyzed the three types college students discrepancy in purchase decision-making process.Fifthly,it is the conclusion. According to the results, the author put forward the marketing strategy.Finally is the limitation factor.