Research On Consumer Behavior Yunnan Urban And Rural Residents

As an important bridgehead of China, Yunnan Province is the key area topromote the development of our country. But the local residents’ weak consumptionrestricts its economic development. So analyzing the consumer behavior of YunnanProvince and exploring theirs trajectories have a realistic significance. This not onlyenriches the domestic consumption theories, but also accelerates the construction ofwestern poverty areas which is helpful to create a harmonious socialist society.Based on the research about consumption theories and literatures, this papercombines the current consumption situation with the existing policies to analysis thefactors that affect the consumer behavior in Yunnan Province. Through static analysisand dynamic analysis, qualitative analysis and quantitative analysis, it summarizes theconclusions and makes recommendations. On the basis of western consumptiontheories, this paper researches the consumer behavior in Yunnan Province byqualitative analysis; using the quantitative analysis explores the characteristics ofconsumer behavior. This paper compares the regional consumption of our country. Atthe same time, it also studies the long-term trend of consumer behavior in YunnanProvince.The first part describes the research background and significance, elaborates theresearch ideas, research methods, innovation and deficiency.The second part reviews and summarizes the general consumption theories athome and abroad, generalizes the literatures’ experience and achievements aboutdifferent parts of the consumer behavior to lay the foundation for later analysis.The third part studies the consumption status quo in Yunnan Province fromconsumption level and consumption structure, points out the current main problemsof residents’ consumption: the residents’ consumption level is low and theirsconsumption structure needs to be upgraded.The fourth part analyzes the factors that affect the consumer behavior in YunnanProvince. Using the data from1978to2011constructs the Yunnan residents’ consumption function and discusses the factors that can affect the consumer behavior.The empirical result shows that the system of economic reform obviously impacts theurban residents. Theirs behavior shows stage characteristics and has a strongdependence on consumption habits. But rural residents are sensitive to consumptionenvironment and not affected by the system of economic reform. But income is stillthe main factor that influences the consumer behavior in Yunnan Province.Researching the impact of income, we find that: First, spending habits have moreinfluence on the urban residents’ behavior than the current income. Second, the ruralresidents have high sensitivity of current income. Therefore, the stable growth ofincome can stimulate the consumption of local residents.The fifth part summarizes this paper, learns the experience of promoting theconsumption from typical areas and puts forward the following suggestions: First, weshould improve income distribution and the ability of the consumer. Second, weshould change the residents’ consumption concept and give correct guidance. Third,we should optimize the consumption environment and relax the external constraint ofconsumption. Fourth, we should perfect the social security system and stabilize theresidents’ psychological expectations. Fifth, we should strengthen foreign trade anddevelop the location advantages.