A survey report on the consumption situation of college students

- Taking college students from XX University as an example

With the rapid development of my country's social economy, college students as a social A special consumer group is receiving more and more attention. Because college students are younger and a special group, they have different consumer psychology and behaviors from other consumer groups in society. On the one hand, their consumption demand is strong; on the other hand, they are not yet economically independent, and their consumption is greatly restricted. Advanced consumption concepts and lagging consumption power have greatly affected college students' consumption. Therefore, it has become an important topic for major universities to pay attention to the consumption status of college students, study their consumption behavior and consumer psychology, cultivate their correct consumption outlook and guide them to eventually move towards healthy consumption. This survey takes XX University as an example, and investigates the monthly consumption status of college students through the campus network and randomly distributed questionnaires on campus.

1. Survey objects and methods

1. Survey objects: The subjects of this survey are ***90 students in the School of Management, including 28 in Grade 07 and 30 in Grade 08. 32 people at level 09. The ratio of men to women is basically 1:2

2. Survey method: This survey uses a questionnaire survey as the main method, supplemented by personal interviews. The questionnaire survey adopted a stratified sampling method, and 100 questionnaires were randomly distributed according to the number of people. 93 questionnaires were finally recovered, of which 90 were valid questionnaires. The recovery rate is 93% and the efficiency is 90%. Interviews were conducted with 6 college students.

2. Survey results and analysis

1. The amount of monthly consumption expenditure is basically reasonable, but the total monthly consumption gap is large

The results of this survey show that the monthly consumption expenditure is basically reasonable. 64.33% of students spent a total of 700 to 1,000 yuan, 9.45% spent less than 700 yuan, and 26.22% spent more than 1,000 yuan. It can be seen that the total monthly consumption expenditure of most students is between 700 yuan and 1,000 yuan, which is within a reasonable range.

However, there is a large gap in consumer spending levels. According to the survey, the highest monthly consumption total is about 4 times the lowest monthly consumption total. This shows how big the gap is. At the same time, differences between regions have a certain impact on monthly consumer spending. The monthly consumption expenditure of students from first-tier cities such as Beijing and Shanghai is higher than that of students from second-tier cities such as Henan and Inner Mongolia.

2. The consumption structure is basically reasonable, but there are unreasonable factors

In monthly consumer expenditures, food expenditures account for 64.7%, clothing expenditures account for 11.6%, and entertainment expenditures account for 6.4%. Communication expenditures accounted for 4.2%, dining out and treating classmates to meals accounted for 5.3%, Internet expenditures accounted for 4%, reading expenditures accounted for 2%, and other expenditures accounted for 1.8%. From this point of view, food expenditures account for the main part, while other expenditures such as clothing, parties, entertainment, communications, dining out, etc. account for the minor parts. This consumption structure is basically at a reasonable level.

However, there are some unreasonable factors. In addition to food expenditures, entertainment expenditures and dining out expenditures are relatively large, followed by Internet expenditures and communication expenditures, while reading expenditures are relatively small. This shows that our college students have a lot of entertainment, Internet and other activities, but most of their expenditure on reading is concentrated in extracurricular tutoring classes, and there is very little expenditure on buying books and studying on their own initiative. On the one hand, this shows that our college students have gradually developed social needs and pay more attention to social activities; on the other hand, it also shows that we college students pay less and less attention to learning and reading, and spend too much time on the Internet and entertainment. At the same time, excessive use of extracurricular tutoring classes to promote self-learning knowledge has gradually reduced college students' self-study ability.

3. Spending on entertainment and love shows a growing trend

In recent years, with the successful hosting of the Olympic Games and the World Expo in my country, as well as the rapid economic development of Dalian and the increase in tourist attractions, This has given rise to demand for college students’ consumption in tourism. According to the survey, college students generally travel once every six months, mostly as a group or with two or three good friends. College students have a strong curiosity about new things and like to pursue novelty and excitement. In addition, 48% of the college students surveyed are in a relationship, and their monthly expenditure on love is 300 to 500 yuan, accounting for more than half of their total monthly consumption. For students, this is a very unreasonable consumption.

4. There is a consumption gap between genders

The survey results show that girls generally spend more than boys. Boys spend more than girls on establishing and developing their interpersonal relationships, entertainment and online activities; while on appearance decoration and image packaging, girls are slightly better. Moreover, girls consume more blindly than boys. For couples in love, boys spend more on love consumption than girls.

5. The main source of income is provided by the family.

According to the survey, the main source of income for most college students is provided by the family. Only 3% of students obtain funds through student loans, and these college students are all poor students. Poor students have a higher desire for part-time jobs than ordinary students and will put in more effort. It can be seen that poor students are more aware than ordinary students of training themselves from society and integrating into society as soon as possible. This also shows that most college students are still very weak in their awareness of training their work abilities.

6. Advanced consumption patterns have quietly become popular

The survey shows that nearly 35% of college students like to use credit cards for consumption. It can be seen that some advanced consumption forms have entered the lives of college students and are gradually becoming the main form of consumption for college students, and some campus cards, bank cards and credit cards will become necessities in college students' wallets. The form of advanced consumption using credit cards is gradually becoming popular.

7. Others

Travel occupies a certain proportion in college students’ consumption and entertainment projects. However, due to the high cost, the average person only takes about once a year. In fact, if there is sufficient time and suitable Students in this price range are still willing to travel. At the same time, the average number of visits to fast food restaurants is 1 to 2 times per person per month.

3. Conclusions and existing problems

1. The consumption structure of college students is in line with the development trend of society

College students go out to dinner, invite friends to dinner, travel, There is a lot of consumer spending on communications, Internet, etc. It is obvious that the circle of college students has become a "small society" in society, and more college students pay more attention to socializing and establishing interpersonal relationships. Credit cards and other consumption methods have also entered the lives of college students earlier and are also deeply loved by college students. It can be seen that although most college students have not kept up with society economically, their consumption awareness has kept pace with social development.

2. The consumption types and methods of college students are diversified

In addition to food expenses, college students also have expenses such as clothing, communications, entertainment, Internet, etc., and some college students use Taobao, etc. To buy various things, such as MP3, digital cameras, etc., it can be seen that the consumption types and consumption methods of college students are developing in a diversified direction.

3. The consumption and consumption structure of college students are somewhat irrational

Although the total monthly consumption and consumption structure of college students are basically reasonable, the gap is still large, and there are still irrational factors in the structure. Because college students have not formed a correct concept of consumption, and they have less experience in independent consumption and weak self-control ability, it is easy to cause irrational consumption.

4. Spending too much on love and entertainment expenses

This is a very unreasonable part of college students’ consumption. Many college students pay a lot of "love fees" in order to stabilize their love, which often leads to the situation that monthly living expenses cannot make ends meet. In addition, many college students like to travel and spend a lot of "travel money", thinking that this is a continuous increase in knowledge and the large investment is worthwhile. These unreasonable consumption will lead to an incorrect value system, which can easily make college students think that love and knowledge are piled up with money, and cause college students to not pay attention to learning their own professional knowledge and put the cart before the horse. Therefore, excessive "love fees" and "play fees" should be stopped.

5. Spending less on reading

This reflects the fact that today’s college students do not like to study. University is the last stop for college students to integrate into society. Therefore, more college students put social and interpersonal relationships at the most important position and ignore the importance of learning. According to the survey, some college students often skip classes and do not study because of activities such as clubs, entertainment, and the Internet, resulting in a large number of failed courses. Often busy with activities and forgetting homework and classes, college students have not been able to exercise their thinking and cannot think. This situation is worrying.

6. The concept of healthy and reasonable consumption is still very weak, and the awareness of planning, financial management and savings should be strengthened

In the survey, most college students believe that their current consumption composition is very unreasonable, but Very few college students have the awareness to plan their own consumption. Most of them will blindly follow the consumption trend on campus, lacking the awareness of independent judgment, and often exceed their budget without knowing it. Most college students have no awareness of financial management and no savings habits

7. The consumer psychology of college students is generally in a period of growth and soundness.

(1) Price and quality: Inject modern connotation

Among the many factors that affect purchase such as quality, price, brand, and emotion, the influence of quality is obvious. College students attach great importance to the quality and price of the goods they purchase, which injects the connotation of modern consumption into their consumption style, that is, focusing on rationality and science.

(2) Brand and advertising: breaking through the modern framework

Brand and advertising no longer mainly reflect the materiality of the object, but embody symbolism and ideals through a commodity symbol sex. In addition, the packaging of goods is also an important factor that cannot be ignored, and most students affirmed its importance. However, college students have insufficient consumer experience and immature consumer psychology, so they can easily be deceived by following blindly and credulously.

(3) Fashion and fashion: a hesitating crossroads

According to research, the main source of income for students is their parents, while in foreign countries, parents will No longer their main source of income, this approach will definitely have a positive effect on the children's independent growth in the future. I have never tasted the hard work of making money, but I enjoy the satisfaction that money brings. Especially those from wealthy families spend money lavishly, and their behavior will put a certain amount of pressure on poor students. Because those students whose family conditions are not well-off will inevitably have to spend more money to associate with them, so they are unwilling to associate with them. This creates a gap to a certain extent. Over time, it will have a certain negative impact on the psychology and personality of some students. Some students don't come from very well-off families, so they pretend to be fat and use "money" to package themselves. When saving becomes a difficult topic to talk about, we want to make our voices heard here, not only because we love our parents and cherish their labor, but also to actively prepare for independent life in the future. Consideration and overall arrangements before spending money should receive our full attention. One boy said: "I calculated it well at the beginning of the month, but as soon as my classmates went out to play together, it was difficult to control the amount of consumption. I was helpless and overdrawn the living expenses for the next month." Another classmate reflected this way. : "Books are too expensive. Sometimes I buy a good book when I see one, and overspending is inevitable." Some people even said: "Her birthday is the end of me." It seems that objective factors do affect the balance of payments. Important reasons.

Popularity guides college students’ consumption to a certain extent. Fashion is based on money, and face has even caused some college students to lose the ability to manage money. Almost no one can escape this fate. Why is there not a knife in front of the word money, so that we can clearly see the powerful relationship?

Ever since, when the old professor was intoxicated in ancient poetry, the ringing of bells one after another shattered the distant artistic conception into pieces. Ever since, sending four hundred text messages a day, love in the fast food era has become more naked and wild. Ever since, how to download popular music from the Internet has become the most popular topic of conversation among computer enthusiasts. Ever since, the white money was "like a river of spring water flowing eastward" between the "Hello" and "Bye". A call fee of more than 300 yuan per month is a small case, and some even reach four figures.

But are mobile phones really so indispensable in their lives? In the final analysis, the function of a mobile phone is to allow people who want to find you to find you anytime, anywhere. The most common sentence when talking about the phone is "Hey, what are you doing?" In this case, the mobile phone plays the role of connecting people anytime and anywhere. The placement of mobile phones is also important: it is better to hide them than to pin them, and it is better to hang them than to pin them. Those who are outspoken can put it clearly: "I bought it just to show it to others, why don't I waste the money?" In this case, the mobile phone acts as a fashionable decoration.

According to the analysis of psychological experts, mobile phone and love consumption are greatly affected by the demonstration effect and comparison psychology, but it is also mainly determined by the special positioning of college students in the overall consumption structure of society.

To solve the problem of excessive consumption of college students who are dependent on their families, it is not only necessary to strengthen education for college students, but also requires the joint efforts of the whole society. It should be noted that this type of consumption is on the rise due to the comparison mentality

8. Further Thoughts Based on the above data, we can see that the era of "turning a deaf ear to what is going on outside the window and only reading the books of sages" has passed. China's university students are currently being strongly impacted by the market economy. The group of college students under the same roof contains individuals with a variety of economic status and spending power. They are layered like a cocktail, and the degree of differentiation is relatively stable. This economic difference and stratification not only depends on their different value orientations, ways of thinking and personality traits, but is also a reflection of regional economic differences. However, college students as a group have some unique characteristics in terms of consumption

IV. Countermeasures and suggestions

1. Schools should guide college students to rationally plan their own consumption and cultivate It establishes a healthy and reasonable outlook on consumption

Schools can add financial and consumption planning courses for college students, teach college students some financial management knowledge, and establish a correct outlook on financial management and consumption. It can also take the form of holding a class meeting or lecture with the theme of "Establishing a Healthy and Reasonable Consumption Concept" to teach college students how to plan their own consumption, and enhance their ability to consume independently, plan consumption reasonably, and manage finances, so as to prepare for the future. Lay a solid foundation for society.

2. Consume rationally, overcome the psychology of comparison, and do not blindly pursue high consumption

Most of the financial resources of college students are provided by their families, so they must consume according to their own consumption limits. . You must choose a consumption standard that suits you, and you cannot blindly pursue high standards and high consumption just because of comparison. College students should establish correct life goals and values ??and give themselves a rational position.

3. Strengthen the guidance of college students and cultivate good study habits of college students

With the advancement of globalization, the competitive environment will become more intense in the future. For contemporary college students, we You should continue to learn knowledge to enrich yourself and improve your competitiveness. Schools should also actively create an atmosphere conducive to learning, establish a good learning atmosphere, and improve students' learning abilities.

4. Cultivate a correct outlook on love and employment

College students should correctly view the relationship between love and money, and correctly handle the relationship between consumption and love. At the same time, we should also strengthen our understanding of the severe employment situation, train college students to exercise their own awareness, and realize that making money is not easy, so as to establish a correct concept of consumption. Schools can also offer courses related to love and employment to help college students establish a correct outlook on love and employment, thereby guiding college students to consume correctly.

5. (1) Independence

Today’s college students need to know how to survive in a fiercely competitive society, and the ability to manage money independently has become a top priority. Financial management is not a simple four-arithmetic calculation, nor is it a simple balancing of income and expenditure. It requires a long-term rational foundation. Blind personal impulse is not independence, but a manifestation of willfulness and material desire in the human heart. We need more than just our minds. There is the concept of independence, and what is more urgent is independent action.

6. Form a good consumption atmosphere among college students

A good school spirit is an organic combination of teachers’ ethics and students’ learning and life styles. Among them, students' consumption psychology and behavior are an important part of reflecting students' life style. Once good consumption habits are cultivated and strengthened, it will promote the shaping of good school spirit and form a virtuous cycle of school spirit-study-helping spirit. Therefore, the cultivation of college students' good consumer psychology and behavior should be regarded as an important part of the construction of campus culture. In the construction of campus culture, we should design special activities related to college students' healthy consumption concepts, and persevere to promote the formation of good life style with college students' good consumption psychology and behavior, thereby promoting the consolidation and development of good study style and school spirit.

7. Credit

Pre-consumption is no longer unfamiliar to us. We need a good credit record. However, for a high-end consumer, credit problems are obviously the first to bear the brunt. In the process of constant "loans" and "repayments", occasional "mistakes" in capital turnover will bring huge inconvenience to your future credit consumption.

Perhaps the best solution is to moderately tighten financial expenditures and establish a flexible consumption habit for yourself; strictly controlling your monthly consumption limit would also be a good method.

Through this survey, we have basically grasped the trends and current situation of contemporary college students’ consumer psychology. The basic living expenses of college students are generally realistic and reasonable. However, the trend of dispersion is obvious and individual differences are large. This is mainly caused by students coming from all over the country, due to different family situations and differences in consumption habits. Among college students who mainly engage in parasitic consumption, cultivating independent financial management capabilities, scientific values ??and credit concepts should be a top priority