Research On Consumer Behavior And Marketing Strategy Of Female College Students In Xi’an City

With the deepening of China’s economic system reform and the emergence of abuyer’s market, Concept of the masses, consumer behavior and consumer psychologyalso has undergone great changes,Female college students as the main force in theconsumer market in the future, their consumption behavior change by the community,parents, schools and enterprises of common interest, Under the current consumption offemale college students of XI,We by means of a questionnaire survey to understand thecurrent situation and characteristics of their consumption, analysis of factors affectingtheir consumption behavior and consumption patterns, Develop marketing strategies forfemale students should take,To social, parents, schools and businesses is of importantsignificance. Objects of this questionnaire is XI of female college students in someuniversities, preliminary draw the following conclusions:First, the source of economic income mainly by parents of female college students,$month expense amount is mainly concentrated in500-1100, due to the student andgrade differences, only child and non-only child, consumption levels there are also largedifferences. In addition to food consumption of female college students, spent most of theproject was the purchase of clothes, cosmetics, jewelry, proportion of49.69. From thesurvey data, we can see the consumer it is quite rational most of the female collegestudents, out of their own economic situation.Second, women students’ diversification of financial sources for consumer,significant increase in non-family support consumption; increasing consumption levelsand different gap due to geographical, grade clear; increasingly diversified consumptionstructure, increase in the proportion of cultural consumption trend is clearly; excessive consumption, Internet shopping is gradually becoming a hot spot of consumption; arational and pragmatic coexistence with vanity where rivalries;Third, factors influencing the consumption behavior of female college studentsinclude individuals, families and society. Personal characteristics on consumptionbehavior of female college students played a key role, family incomes and consumptionconcept directly affect consumer behavior of female college students.In addition,students of the economic condition of girl students, reference groups, and mediaadvertising, social atmosphere, and other social factors also influence their consumptionbehavior and consumption patterns.fourth, for female students of consumption status and features, enterprise in4pcombination aspects, can from following several aspects start: enterprise to " us, andnew, and special " determine for core strategy; used reverse pricing method; increasednetwork sales channel; for emotion boot; appropriate presented, discount attractive;improve service level, enhanced shopping comfortable sexual, in subtle in thestrengthening female students of brand loyalty of.