The Study Of The Difference Of Consumption Concept Between Urban And Rura Consumer-s In China

The gap between urban and rural is narrowing nowadays with the advance of the process of urbanization in China. Residents consumption Concept in the countryside, however, are different from theirs in urban areas due to the long-standing urban-and-rural dual economy structure. Since consumption attitude is one of the key factors that determinate consumer behavior, it is no doubt that residents in the city must have very different consumer behavior from their fellow citizens have in the countryside. Based on the theories of sociology of consumption and marketing management as well, this article is about the study of the difference between these two consumption concept in order to, on the one hand, provide solid evidence for the scientific creation of a new consumption Concept based macrosystem level.on the other hand, help companies formulate differential marking strategies that stimulate consumer behavior based microsystem level.There are four steps in order to achieve these goals. First, by researching and summarizing certain documents, this article regularizes three first-class dimensions of people’s consumption Concept and one first-class dimension of consumer behavior. It also analyzes the definition of first-class dimension and the Constructing of second-class theory dimension.Second, this article establishes a theory model and the hypothesis for its research. Third,this article verifies the reliability and validity of the data with the empirical support, and then it indentifies twelve second-class dimensions through exploratory factor analysis. Finally, with the methods of variance analysis and regression analysis. this article studies the model and hypothesis and comes up with the following conclusions:There is a significant difference in terms ofthe mindset of consumers and the philosophy of consumption between urban consumers and rural consumers. In moral and ethics of consumption terms, however, the difference is subtle; When it comes to values of consumption, urban consumers have very different intentions,tastes and desire than rural consumers have, but their consumption attitudes and habits are the same:There exists stark difference between urban and rural consumers in the consumer psychological level and consumer perception; When it comes to consume behavior, the difference of the system of consumption is remarkable. The same is true with manner of consumption. However, the way urban consumers consumption style is similar with the way rural consumers do;The difference of their consumption intentions, tastes, desire, philosophy and perception has a positive effect on consumer behavior; Their different consumption intentions and tastes also have a good influence on the system of consumption. The difference of their consumption desire, however, has a negative impact on the system; Urban and rural consumers’different consumption intentions, tastes, desire, philosophy and desire have a positive effect on the consumer manner.This article studies the condusions comes up with the following Revelation:When it comes to consumer culture, urban consumers are in the late stage of the transition from modern to post-modern consumption culture, but rural consumers still are in the transition from traditional to modern consumption culture. it provides solid evidence for the creation of a new consumption Concept culture both in the city and in the countryside. In addition, this article gives companies some mix-marketing suggestions that will help companies implement differential marketing strategies in the future.