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Contrast Research of Consumer Behavior between Chinese "after 80s" and "after 90s"

Author: LiWei
Tutor: BaiHongSheng
School: Shandong University
Course: Business management
Keywords: "after 80s" "after 90s" consumer behavior contrast research
CLC: F713.55
Type: Master's thesis
Year: 2009
Downloads: 1292
Quote: 3
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Abstract


In rencent years,"after 80s"and "after 90s"are gradually winning people’s attention in various areas in china. As the two generations who are growing up after china’s reform and opening up, their special growth environment and psychological characteristics have had the extremely tremendous influence on their consumer behavior. Although the big enviorment is similar, they are still influenced by their respective backgrounds of times. Now, marketing scholars generally believe that the two groups have significant differences in their values、consumer psychology and consumer behavior characteristics. But these results are almost from theoretical researches, and no one has do Contrastive empirical researches in this field.Basing on the research blank above, this paper selects chenese "after 80s" and "after 90s" as research object, then using the methods of theoretical research combined with empirical research to contrast two groups’ consumer behaviors and correlative factors. First, by utilizing literature research, the definitions and the explanations are carried on the concepts of "after 80s"> "after 90s" and some other correlative conceptions; meanwhile summarizes theories from domestic and foreign scholars’ studies about young consumers’ consumer behaviors、consumer psychology and consumer motivations in order to form a theoretical basis.Secondly, the datas about two groups’ "individual values"、" Consumer Decision-Making Styles"、"advertisement attitudes"、"brand attitudes"、" internet shopping attitudes" and "media attitudes" are derived though the questionnaire survery. After carrying on factors analysis etc. the paper draws some significant conclusions as followings.(1) There are no significant differences in "individual values" between "after 80s" and "after 90s". (2) There are some differerces in " Consumer Decision-Making Styles"、"brand attitudes" and " internet shopping attitudes" between "after 80s" and "after 90s". (3) There are significant differences in "advertisement attitudes" and "mddia attitudes" between "after 80s" and "after 90s".Finally, based on the conclutions above, this paper raises some marketing revelations and suggestions aiming at the "after 80s" and "after 90s".

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Market > Business psychology, psychology of the market
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