Study On The New Generation Of Migrant Workers’ Consumer Behavior

The migrant workers are products of social development route and policy changes of our country. With the generational change, the new generation of migrant workers has gradually become the main force of migrant workers. As the third social part except rural residents and urban residents, the new generation of migrant workers occupies a higher market capacity, and they contain huge consumption potential. It has great significances to study on their consumer behavior.This is an empirical study on the new generation of migrant workers’ consumer behavior, based on the survey of Lanzhou with new generation of migrant workers, by using qualitative research and quantitative research. We found that the new generation of migrant workers has younger age, higher education level and high unmarried proportion. They have less farming experience and rich working experience, and most of them choose local employment. They always give high degrees to city life, and they have strong desires of entering cities and pay lots attentions to their own development. The new generation of migrant workers’ consumer behavior shows the following characteristics: the consumption percentage is much higher than savings, survival consumption is the dominant part and has gradually developed into enjoyment and development consumption, the way of consumption is multiple, the consumption concept is modernized and urbanized. The following problems exist in the new generation of migrant workers’ consumer behavior: the majority of the generation is still survival based consumers, without much luxury and recreational development consumption; paying too much attention to immediate interests, ignoring long interests and lacking of development consumption; their consumption concept is overly traditional and their consumptions are not well planned; poor awareness of consumer rights. Then we make an empirical analysis on the influencing factors to the new generation of migrant workers’ consumer behavior. It shows that the following results: income level is the most important and basic influencing and restrictive factor for their consumer behavior; the basic characteristics of the new generation of migrant workers have great influences on their consumer behavior; the supply of consumption systems influences their consumer expectations and consumer confidence; rural and urban consumer culture directly influences their consumption pattern and consumption concept. Therefore, games, such as improving employment quality and income level, strengthening the supply of consumption systems and creating a good consumption environment, strengthening consumer education and guidance etc, should be taken in order to optimize their consumer behavior and expand their consumption.