useful
Survey time:-
Survey location:-
Interviewee:-
First of all, the questions raised
In the current consumer market, with the in-depth development of economy and society, as a special social consumer group, we college students have a more prominent and direct impact on the formation and development of our world outlook, and then have an important impact on our moral behavior throughout our lives. Therefore, paying attention to the consumption situation of college students, grasping the psychological characteristics and behavior orientation of college students' life consumption, and cultivating and improving our "financial quotient" have become a special consumer group of college students, which has attracted more and more attention. Because college students are young, they are a special group, and they have different consumption psychology and behavior from other consumer groups in society. On the one hand, there is strong consumer demand, on the other hand, economic independence has not been achieved, and consumption is greatly restricted. The advance of consumption concept and the lag of consumption strength have great influence on college students' consumption. Special groups naturally have their own particularities, and inevitably there will be some irrational consumption and even some consumption problems. In order to understand the consumption problem of college students, we decided to conduct a consumption survey among our classmates.
Second, the questionnaire survey
See appendix 1,
A total of 150 questionnaires were distributed, and 146 valid questionnaires were recovered. The distribution is mainly based on the students around us.
Three. Statistics and analysis of data
1. Total consumption
Statistics show that the consumption amount is mainly concentrated in 400-800. For pure consumers, we think this result is slightly lower. In our opinion, the appropriate peak of population distribution should appear in the range of 500-800, and other ranges are probably normal distribution.
2. Engel coefficient
As can be seen from the data in the table, the number of people who spend 250-350 on food is the largest, and "consumption of food" accounts for a higher proportion of total consumption. Therefore, the Engel coefficient of college students is higher, which may be the characteristic of this group. Although considering that the data is limited by the school price level, it can still reflect the general situation of college students' consumption expenditure.
3. Communication costs
According to the results of random questionnaire survey, the number of students with mobile phones actually accounts for 100% of the total number of people surveyed, which shows that the popularity of mobile phones in university campuses is high. The monthly expenditure is higher than that of 50 yuan, accounting for 43%, nearly half. According to our feeling, it seems that I spent more time on the phone in my freshman year, but in my sophomore year, except for a few people, it seems that the expenditure in this area has dropped sharply. Our data basically reflect this feature. Nearly 80% of students seldom make phone calls every month or once in a while.
4. For work purposes, the telephone conversation time is short. Even considering the current mobile phone penetration rate, everyone's consumption in this area is still relatively reasonable.
The highest option is to increase social experience. It can be seen that the purpose of tutoring most people is not economic, but to increase social experience. From this point, we can also see that the general economic situation is good and there are enough funds to meet daily expenses.
5. Sources of living funds and family income
More than 90% of the respondents' funds are mainly provided by their parents or families, which shows some problems. This is the general situation of college students. There are many social factors that we can't change, but we need to pay attention to the fact that many people actually take it for granted. Even if you are a tutor, it is not to reduce the burden on your parents, nor to become economically independent as soon as possible. The differences in people's awareness of economic independence can be seen.
6. Self-evaluation
The results show that 7 1% of the respondents think that the cost is large, which does not meet their expectations. However, everyone has maintained this consumption momentum, which is a certain manifestation of the fragility of college students' consumption psychology.
Step 4: Think.
Based on the above data, we can see that college students are currently influenced by society, and the degree of differentiation of individuals with various economic conditions and spending power is relatively stable. However, as a group, college students have some characteristics in consumption.
First, the new consumption concept of contemporary college students
1. Rational consumption is the mainstream.
Price, quality and fashion are the main factors to attract college students' consumption. Judging from the survey results, practical and rational consumption is still the main consumption concept of college students at present. It is understood that college students first consider the factors of price and quality when purchasing goods. This is because college students in China are different from those abroad. Their financial resources mainly come from the support of their parents, and they don't earn much from part-time jobs. This makes our disposable money fixed every month, about 300-800 yuan, and generally less than 2,000 yuan for a better family, which is mainly used to pay for food and daily necessities. Due to the limited spending power, college students are often very cautious when spending money, striving for "value for money", and we will try our best to search for products with good quality and low price. Whether on campus or off campus, there are more and more social activities of college students today. Coupled with the influence of urban life atmosphere, early love and many other factors, we will not consider those cheap but not beautiful products. Instead, they pay more attention to their own image and pursue taste and grade. Although we don't necessarily buy famous brands, quality is obviously what we care about very much.
Pursuing fashion and famous brands is an old topic.
Even if the age limit for the college entrance examination is abolished, young people around the age of 20 are still the absolute majority on the university campus. We stand at the forefront of the times, seeking novelty and novelty, and keeping a keen grasp of fashion so as not to fall behind the trend. This is our common feature. The most prominent consumption is the use of mobile phones. Nowadays, the consumption of college students has generally increased the consumption of mobile phones. In this survey, it is found that the mobile phone ownership rate of students has reached no less than 60% in every class. In addition, computers and related consumption are also our pursuit, ranging from a network card with tens of dollars to a pet of contemporary college students. In the words of computer majors, we simply regard computers as our "lovers' confidants". Thirdly, there are many "new" people in the university campus in terms of hairstyles, clothes, ornaments and daily necessities. The survey data also confirms this point. Judging from its proportion, "popularity" has become the third major factor for college students to consider whether to buy, second only to price and quality. As for brand-name products, when asked if they would buy brand-name products if the economy allowed, 80% of the students said they would. The above fully reflects the demand of college students to pursue high quality, high brand and high grade life.
B, the problems existing in the current consumption situation of contemporary college students
1. The concept of saving is weak, and financial quotient needs to be cultivated and strengthened.
Robert Toru Kiyosaki, the initiator of the word "financial quotient", once said: "Financial quotient has nothing to do with how much money you earn, but the ability to measure how much money you can keep and how long you can let it work for you." In the survey, when asked about the concept of "financial quotient", many students expressed strangeness. When asked about the financial situation after the end of the semester, most students admitted that their consumption had exceeded the planned scope, and even some students needed to borrow money from others. There are also a few students who have thought about how to spend the rest of the money, and only a few students have the consciousness of saving. It can be seen that the current financial quotient of college students needs to be cultivated and strengthened.
2. The widening consumption gap leads to polarization.
In the average monthly consumption survey, 15.2% of students persist in their studies on the "a little painful" life line below 400 yuan; 28.3% of the students "barely get by" between 400 and 550 yuan, 34.4% between 550 and 900 yuan, and 14.6% between 900- 1400 yuan. There are 7.5% students who spend more than 1400 yuan a month, which can be said to be "following their feelings"-carefree. It can be seen that the consumption gap among college students is widening and polarization is obvious, which is inevitable under the current social background of drastic transformation in China. However, we believe that with the development of society and the further improvement of people's living standards, these problems will be improved to some extent.
3. There are unreasonable factors in the consumption structure, especially girls.
From the 1970s to the present, college students' living consumption is similar in at least one aspect, that is, the main components of consumption are living expenses and the purchase of study materials and supplies. In the cost of living, meals are the most important. According to the price level in Qingdao, it is estimated that students spend about 10 yuan in school every day to meet their basic dietary needs, and the net monthly food expenses of students need about 300 yuan.
We are surprised to find that 83.7% of the female students surveyed in 197 are below 300 yuan, some control their meals in order to keep slim, and some choose cheap meals regardless of nutritional needs in order to save money. 192 Only 66.4% of boys meet the standard. When asked whether they have studied their nutritional structure, such as the degree of approval of the sentence "a glass of milk raises a nation", 90% of the students agreed, but they didn't care much. When we pointed out the unreasonable diet structure in the survey, many of them, especially female students, admitted that they didn't know enough about healthy diet.
4. Excessive pursuit of fashion and famous brands, with the psychology of comparison.
In the survey, some students pointed out that in order to have a mobile phone or change into the most popular mobile phone, some students are willing to scrimp and even sacrifice their other necessary expenses; Some male students borrow money or even steal money for a pair of brand-name sports shoes to satisfy their desires, while some female students borrow money or even steal money for a set of brand-name cosmetics or a brand-name dress, which can reflect that some students don't know how to live within their means, and vanity drives them to form an endless comparison psychology.
5. Excessive consumption in love
In our investigation, we found that some college students who are in love spend about 100-300 yuan per month, the lowest is about 50 yuan, and the highest is 1000 yuan (such as giving each other expensive gifts). Most of them admit that the pursuit of emotion requires material input, and it is often difficult to rationally grasp the principle of moderate consumption. This is a worrying aspect. Interestingly, the traditional situation that the cost of falling in love is generally borne by the man has been completely broken, and there have been three situations, that is, the man bears all, both men and women bear all, and the cost of girls' love even exceeds that of the man. Traditional and modern lifestyles have been fully interpreted in contemporary college students.
C. Analysis of the causes of current college students' consumption psychology and behavior deviation
At present, there are some problems in college students' consumption, such as unplanned consumption, unreasonable consumption structure, comparison psychology, extravagance and waste, excessive love consumption, etc., which are not only related to the negative influence of social environment, but also related to the lack of correct guidance in family and school education. Nowadays, 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. It is a very important content of ideological and political education in colleges and universities to focus on shaping and strengthening students' good consumption consciousness and behavior and cultivating students' good consumption habits in the construction of school spirit.
D. Suggestions to guide college students to develop healthy consumption psychology and behavior
At present, our society is in the process of intense social transformation. Although the social economy has made outstanding achievements compared with the past, there is still a big gap between us and industrialized developed countries. Contemporary college students are the pillars of future social construction. It is of great significance to guide college students to continue to maintain the concept of hard work, simplicity, thrift, oppose extravagance and waste, blind comparison and excessive consumption, and strengthen the cultivation and shaping of college students' healthy consumption concept under the current national conditions. To correctly guide college students to develop healthy consumption psychology and behavior, we can start from the following three aspects:
1. Strengthen the investigation and study of college students' consumption psychology and behavior. We believe that teachers should pay more attention to the consumption situation of college students in the future, pay attention to studying our consumption psychology and behavior, find and solve problems from them, and help us develop healthy consumption psychology and form a correct consumption view.
2. Cultivating and strengthening college students' property management ability refers to a person's financial quotient, that is, the rational understanding and application of money. Experts pointed out that the concept of financial quotient is the three indispensable qualities of modern society, which is juxtaposed with IQ and EQ, and it is also an unavoidable topic in modern education. It can be understood that IQ reflects people's viability as a general creature, EQ reflects people's viability as a social creature, and financial quotient reflects people's viability as an economic man in the economic society. Financial quotient mainly includes two aspects: first, the ability to correctly understand money and its laws; Second, the ability to correctly use money and monetary laws. We suggest that teachers design lively teaching forms around these two aspects in the teaching activities of "two courses" to achieve educational purposes.
3. College students' good consumption atmosphere should be an important part of good school spirit, and it is an organic combination of teachers' morality and students' learning lifestyle. Among them, students' consumption psychology and behavior are the embodiment of students' lifestyle.
Verb (abbreviation of verb) analysis
At present, there are some problems in college students' consumption, such as unplanned consumption, unreasonable consumption structure, comparison psychology, extravagance and waste, excessive love consumption, etc., which are not only related to the negative influence of social environment, but also related to the lack of correct guidance in family and school education.
1, now college students 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.
2. Parents' principled position in daily life consumption is the object that children initially imitate. Some parents have misunderstandings about their consumption concepts, so how to guide their children correctly?
3. The school education environment plays an important role in cultivating students' consumption concept. But realistically speaking, ideological and political education in colleges and universities has not paid enough attention to the education of students' consumption view. Lack of research on college students' consumption psychology and behavior, and insufficient education and guidance on college students' consumption view in the teaching of "Two Courses". Due to the lack of comprehensive and objective understanding of college students' consumption psychology and behavior, curriculum design and other factors, the special education on consumption view closely related to important ideas such as outlook on life, outlook on labor, outlook on money and national conditions has not been fully carried out in the ideological and moral cultivation class, and it is difficult to achieve the real guiding purpose.
In addition, the field of school spirit construction generally lacks the content of advocating college students' frugality and life consumption concept. College students' consumption psychology and behavior not only pay more attention to individuality in personal preferences, dressing and so on, but also have herd mentality for major consumption contents such as fashion brands, basic daily necessities and living expenses. The school spirit of colleges and universities mainly reflects the group psychology and behavior characteristics of students. Pay attention to shaping and strengthening students' good consumption consciousness and behavior in the construction of school spirit, and cultivate students' good consumption habits.
Conclusion and suggestion of intransitive verbs
Based on the above analysis, we can see that college students' consumption psychology is generally in a healthy growth period. Among many factors that affect their purchase, such as quality, price, brand and mood, they first consider the quality factor, but pay more attention to the influence of brand and mood. Therefore, it can be said that college students are full of perceptual and slightly rational consumption views. The pursuit of fashion and fashion seems to be a confusing crossroads. Moderate pursuit is reasonable. But excessive comparison can have dangerous effects.
So what suggestions can we make for the problems existing in college students' consumption?
1. Enhance the sense of independence, and cultivate and strengthen the financial management ability.
A, the ability to correctly understand money and its laws; B, the ability to correctly use money and money rules.
2. Overcome the sense of comparison
Establish correct and scientific values that adapt to the trend of the times, gradually establish correct life norms, and give yourself a rational position.
Through this survey, we have basically grasped the trend and present situation of contemporary college students' consumption psychology. On the whole, college students' basic living consumption is realistic and reasonable, but the discrete trend is obvious and individual differences are great. Among college students who are mainly parasitic consumers, it is urgent to cultivate independent financial management ability and scientific values.
3. Form a good consumption atmosphere for college students.
Good school spirit is the organic combination of teachers' morality and students' learning lifestyle. Among them, students' consumption psychology and behavior are an important part of reflecting students' lifestyle. Once good consumption habits are cultivated and strengthened, it will promote the shaping of good school spirit and form a virtuous circle in which school spirit helps students. Therefore, the cultivation of college students' good consumption psychology and behavior should be an important part of campus culture construction. In the construction of campus culture, we should design an activity theme about college students' healthy consumption concept, persevere, promote the formation of a good lifestyle with college students' good consumption psychology and behavior, and then promote the consolidation and development of a good study style and school spirit.
Appendix 1:
Questionnaire on consumption status of college students
In order to understand the consumption problem of college students in our school, we decided to conduct a consumption survey among our classmates. Please fill in as truthfully as possible.
I. Objective issues
1. What is your monthly consumption ()
A.400b.400-500c.500-800d.800-100e.1100 or more.
How much do you spend on food (including snacks and drinks) every month?
Under A.250 and above b.250-350c.350-450d.450-600e.600.
3. Your study fees per semester (including stationery, books, photocopying and training courses) ()
A.200 below and above B.200-300c.300-400d.400-600e.600.
4. Do you have the habit of eating out regularly or inviting friends to dinner? If so, the average monthly expenditure is () yuan.
A.50 below B.50-100c.100-150d.150-200e.200 above.
5. If you are a girl, how much do you spend on clothes and cosmetics every month?
A is basically not lower than B.50, but higher than C50-100d100-200e200.
6. What is your monthly "manufacturing cost" for romantic atmosphere ()
A.i am single. B./kloc-below 0/00 B. 100-200d.200-400e.400 above.
7. Do you have a mobile phone? If so, how much is the monthly telephone bill? If not, please answer the next question.
A.50 below B.50-100c.100-200d.200-300e.300 above.
8. How much do you spend on communication every month (only when using a calling card) ()
A.20 below b.20-50c.50-80d.80-110e.110 above.
9. Do you have any part-time experience? If there is, or there is this plan, the purpose is ()
A. Subsidize daily use B. Increase social experience C. Follow the fashion D. Desire for independence
E. just do it if you have nothing to do.
10. The funds you spend mainly come from ().
A. students work and study part-time. B. The writer taught C to work for the enterprise on the rest day. D. They mainly get money from home and seldom earn money by themselves. E. Others:
1 1. The total monthly income of your family is () RMB.
A.500 (below) B.500-1500c.1500-3000d.3000-5000e.4000 or more.
12. What do you think is your monthly consumption now?
A. it's horribly high. B.it's too high C. just right. D. it's too low. E. too low
Two. Questions and answers
Have you ever seen an endless stream of money? If so, do you think this part of the cost is necessary?
If you don't think it is necessary or a large part of it is unnecessary, can you think of any way to avoid this part of the cost? ^^^