A Preference Analysis On College Students' Purchase Of Computer

With the rapid development of network communication technology and the improvement of people's living standard, the personal computer is gradually becoming the necessity of life for the young. Especially in the group of college students, computer popularity rate is very high. College student is a huge consumer group. It can't be ignored, so research on college students is better for computer manufacturers to develop computer market of college students. The rise of domestic brands and the entrance of foreign brands make the competition of PC market increasingly fierce. So, a comparative analysis on purchase preference of domestic and foreign computer brands can give us some inspiration. Then, according to the conclusion, it can give some advice to domestic computer manufacturers to improve the development of brand internationalization.These data is based on questionnaires on a part of Wuhan university students, and then use SPSS.19 to explore the correlation analysis between influencing factors and purchase preference. This thesis studies the relationship between college students' computer utility preference degree, college students' preference for domestic and foreign computer brands and college students' computer recognition, consumption attitudes of college students, college students' demographic characteristics and other factors. The results of the study show that: there are significant differences in domestic and foreign computer brands preference on different demographic characteristics, but there is no significant difference in utility preference. College students' utility preference for computer is positively correlated with computer recognition, conservative consumption attitudes. There are significant differences in domestic and foreign computer brands preference of college students on different uses of buying computers, different levels of consumption, different deviation of consumption attitude. From these results of analysis, we can see that the reasons caused college students' different preferences in the purchase of personal computers include personal consumption level, the degree of understanding about computer market, consumption concept and so on.From the view of analysis conclusions above, the thesis explores advantages and disadvantages of domestic computer manufactures, puts forward some practical suggestions for computer manufacturers from several aspects, such as, to further devise the college students market to develop products according to their different needs, to enhance brand strategy etc. At last, it points out the shortcomings of this thesis. We wish this thesis have significant reference to the follow-up studies.