The life of contemporary college students is rich and colorful, and their consumption is diversified. According to a recent survey (in 2006), 80% of the college students interviewed chose to buy brand-name products when economic conditions allowed. The pursuit of famous brands has become the common view of most college students, which fully reflects the needs of contemporary college students to pursue high-quality, branded and tasteful life. But there is also an excessive pursuit of fashion and famous brands. Some surveys also found (in 2006) that some students are willing to scrimp and save, or even sacrifice other necessary expenses, in order to have a mobile phone or change into the most popular mobile phone.
Contemporary college students can generally accept fast consumption transactions. Most of them have bank cards, transportation IC cards, campus IC cards, and various discount cards. And credit card consumption is respected by contemporary college students. At the same time, many businesses also provide installment payment services, and some college students begin to try to spend in advance. The convenience of trading and the emergence of new consumption patterns have stimulated the consumption of college students to some extent. According to the survey of China Youth Daily in 2005, the annual expenditure of college students is 8383.96 yuan. The rapid growth of college students' consumption market has made many manufacturers participate in market development, enriched the content of college students' consumption and led college students' consumption to be more diversified.
Some surveys (2005) also show that there are some problems in college students' consumption, such as unplanned consumption, unreasonable consumption structure, comparison, extravagance and waste, excessive love consumption, etc., which are not only related to the negative impact of social environment, but also related to the lack of correct guidance in family and school education. College students live in a "fenced" campus and are in all-round contact with society. When some college students are attacked by bad social atmosphere such as hedonism, money worship, extravagance and waste, it is easy to form a tendency of psychological convergence without timely and correct guidance from school teachers and parents. When students' families can meet higher consumption conditions economically, these thoughts will be fully reflected in their consumption behavior.
Some students whose family economic situation does not allow high consumption, in order to satisfy their consumption desire, do not hesitate to commit some criminal acts that hurt others or even lose their personality and are not allowed by law. Domestic related research shows that China consumers have the image of worshipping foreign things and admiring foreign things to a certain extent. The higher their monthly income, the higher their goodwill towards foreign brands. Domestic brands have more advantages in the choice of daily consumer goods, while foreign brands have more advantages in products with strong personalized demand and relatively high technical content such as communications and cosmetics.
The psychological process of choosing a brand is a very complicated process, which is influenced by culture, economy and politics. The growth age and society of contemporary college students have played the most substantial role in the formation of various brand preferences and brand consumption views. This paper hopes to study how to grasp the above factors in the process of brand growth from the living environment of college students, so as to provide effective suggestions for Chinese national brands to better occupy the young consumer market of college students, establish their own brand advantages and help enterprises understand the brand psychology of China consumers.
Through questionnaire survey, this paper investigates the main psychological activities of contemporary college students in the process of brand cognition and brand selection, understands their attitude towards brands, and studies their consumption concepts, so as to deeply understand the basic situation of contemporary college students' brand consumption behavior. The specific analysis is as follows:
Due to the increase of disposable funds, the life of college students is more personalized. In the pursuit of personalized and enjoyable consumption, the consumption of college students is unreasonable. Excessive pursuit of brands, unreasonable consumption structure, etc. According to the survey, 75% of college students feel good after using it for the first time, and will increase brand trust and continue to buy brand-name products. And there is almost no difference in gender and education level. It can be seen that college students are prone to learning transfer after brand recognition. When they find a brand's products are good, they are more willing to try the brand's new products. In the interview, I found that most people are willing to try P&G's new products. But at the same time, it is also found that once consumers find that a series of products are not suitable for them, they will pay less attention to the products in their future purchase behavior.
It is a continuous learning process for college students to accept a brand in the process of buying. Through the investigation, it is found that among the different brand learning methods adopted by college students, the comparison method ranks first, and 58% of college students like to compare different brands and finally accept this brand. Secondly, 33% people are used to finding out the brand, and they often take the initiative to find out the information about the products they are interested in, and then decide whether to choose the brand. Only 4% of college students and 5% of college students agree with "celebrity effect" and "participation experience". It can be seen that college students show initiative in the process of brand learning, and have their own thoughts and ideas after contacting the brand.
After college students form a good impression on a brand, they will show their pursuit of the brand in the purchase. However, it is found in the survey that if consumers think that the price of a product is higher than that of similar products, 67% people will give up the pursuit of the brand and choose to buy other brands with moderate prices. 33% consumers will show strong brand possessiveness, and they will take measures such as borrowing money and waiting for price reduction.
College students pay more attention to the role of brands when buying unfamiliar products. In the survey, 47% of college students think that when they need to buy unfamiliar goods, they will choose familiar brands and big brands. Although they don't understand the product itself, they trust the function of the brand more. 29% of college students will observe the quality of products by themselves and firmly believe in their own judgment. 23% of college students are willing to communicate with sales staff and don't mind them recommending products to themselves. Only 1% people will pay attention to promotion and unfamiliar product advertisements, showing distrust of advertisements.
Different brands of products have different values among college students. When they choose to buy various consumer goods, the influence of commodity brands on their decision-making is different.
According to the survey, 79% of college students value the brand of digital products. 48% people think it is important to choose a good brand when buying a car. 44% people value the brand of clothing, 37% people value the brand of cosmetics, 26% people think they value the brand of food, 10% people value the brands of well-known websites and other media. It can be seen that the higher the content of sports science and technology, the more important the brand value college students think. The basic necessities of life, food, are relatively unpopular.
After investigating the characteristics of famous brands, it is found that being realistic and innovative has become the evaluation of famous brands by college students. 40% of college students' consumers think that famous brands are convenient to buy, the products are authentic and the prices are reasonable. 42% people think that famous brands are unique and novel. 13% people think that famous brands are more in line with their identity and taste. 5% have herd mentality, and feel that others think a brand is good and has a good reputation, which will also improve its evaluation.
When investigating what kind of brand conforms to the consumption concept and will attract the attention of college students' consumers, it is found that 7 1% of consumers recognize brands that represent practicality, and these brands pay more attention to the function and quality of the products themselves and emphasize the practicality of the products. College students are recognized as representative brands with good quality, advanced functions and great practical value. 23% of college students' consumers are not satisfied with choosing goods with the same brand style as others, and they recognize brands that can reflect their own personality characteristics to show their differences with others. 6% of college students hope to satisfy their needs and improve their self-confidence and taste by choosing brands that others can envy. In this survey, no college students choose brands because they want to compare with others. Generally speaking, meaningful brands are more valued by college students, and the demand for personalized brand expression is also valued by college students.
In the questionnaire, the differences between college students' attitudes towards Chinese and foreign brands and their actual purchases were investigated and compared. Support domestic brands, but will tend to foreign products account for 60% of the specific purchases; Support domestic brands, and purchase of domestic products accounts for 27%; Support foreign brands, but will buy domestic products accounted for 8%; Support foreign brands, and purchase foreign products accounts for 5%. It can be seen that many college students are full of patriotic enthusiasm and psychologically hope that our nation's own brand can be strong. But it is undeniable that there is a big gap between the products of many brands in our country and those of well-known foreign brands. The quality, appearance and function are insufficient, but it can meet most of the needs of life. College students' pursuit of high-quality living standards and high requirements for products have increased the pressure on manufacturers, but the expectation and emotional support for domestic brands will also provide impetus for the development of domestic brands.
On the one hand, college students buy branded goods to meet their actual needs, on the other hand, they also hope to increase their attention. Buying brand-name products can satisfy people's psychology. A survey on "When you own a brand-name product, who do you want to notice that you own such a brand" found that 70% of college students want their friends and classmates to notice a brand they own, 17% want strangers to notice themselves, and 12% want their lovers to notice a brand they own. 4% expressed the hope that parents and family could understand. 3% said it was purely to meet their own needs. It can be seen that choosing famous brand products is helpful to the communication between college students. However, because the main living expenses of college students come from their parents, it takes a lot of money to buy brand-name consumer goods, so only 4% of college students want their parents to know that they use brand-name products.
The survey results of college students' attitudes towards peers who already own famous brands show that 57% people think that the owners are people who pursue life taste and respect individuality, 29% people think that the pursuit of famous brands is the behavior of the rich, 17% people think that buying famous brands is irrational, and 2% people think that owning famous brand products has the motivation to show off to the people around them. Famous brands have become synonymous with high-quality life in college students' lives, and college students realize that brands can convey their own personality information to others.