The Guidance And The Analysis On Present Situation Of Contemporary College Students’ Consumer Behavior

Contemporary college students is an important part of consumer groups, their consumption behavior is reasonable or not is related to the future development of the country and the future. However, along with the market economy rapid development and people’s social life continues to improve, the consumption behavior of contemporary college students have also changed, appeared a lot of new situations and new problems. Therefore, changes to fully grasp the consumer behavior of contemporary college students, find out the existing problems in their consumption behavior, and consumer education to its right, lead the students to a healthy, scientific, rational consumption, is the important content of Ideological and political education. And, all has the vital significance to the comprehensive development of students and social progress.This article is based on the theory of consumer behavior, to three universities Hohhot city students conducted a questionnaire survey, from the two aspects of consumer behavior of contemporary college students and the consumption attitude, consumption status of their analysis. Classification described using Maslow’s needs theory, sustainable consumption theory, new consumer theory and consumption theory consumption behavior of contemporary college students, find out the existing problems in college students’ consumption behavior, reasons from family, school, society focus, and the students themselves four aspects of consumer behavior of college students problems. Finally, how to educate and guide the consumer behavior of college students, put forward the countermeasure of concrete.