| “Immigrant workers†refers to a specific group of Chinese population, who emigrate from rural areas to work in cities during the country’s economic transition period. Now, with the migrant workers grow older, most of them have left cities, return home farming, the "new generation of migrant workers" replace them to work in cities. With the rise in the number of this group, they are an important force in building the state. They are the bearers of Chinese Dream. Their growth environment has a significant difference between the older generations of migrant worker; their world outlook, outlook on life and values also with the older generation of migrant workers is very different. So their consumer behavior, consumer attitudes and customer structure also shows significant differences, so that their consumer behavior, consumer attitudes, consumption structure also showed great differences. They saving awareness are weak. Their consumption patterns garden. They have most of the revenue for themselves, conspicuous consumption outstanding. The new generation of migrant workers is a consumer market of young force to be reckoned with, and they play an important role in activity. Consumer research on them can help them identify problems in their consumption, guide them how to properly rational consumption. We can also identify the constraints they consume, and propose appropriate policies and recommendations.In this paper, the new generation of migrant workers as the research objects of this special group who works in Zheng Zhou City, Henan Province. And carries on the questionnaire survey, descriptive statistics their basic information and consumption. Further analysis of their consumer levels, consumer attitudes, consumption structure, pointed out that the characteristics of consumer groups and the problems that exist in the consumer based on the analysis results. Factors will affect the generation of migrant workers into consumption to economic factors, personal factors and social factors, economic factors mainly refers to income, personal factors include congenital and acquired factors, social factors mainly refers to the pension and health insurance, There are a variety of factors and then select representative indicators were metered consumption analysis to identify the main factors affecting their consumption, then select representative indicators which are a variety of factors and were metered consumption analysis to identify the main factors affecting their consumption. Then select various kinds of factors have representative indicators respectively the statistical analysis on consumption; find out the main factors affecting their consumption. Finally, according to their consumption of consumer problems and constraints factors we recommendations from different aspects. The study on the one hand, will contribute to the correct guidance of the new generation of migrant workers is scientific and reasonable consumption mode; on the other hand helps to provide countermeasures and suggestions for the promotion of both urban and rural consumer market; At the same time also developed to solve the problem of migrant workers policy for the government and relevant departments. |
