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Consumption Survey of Jiangning University Town

With the enrollment expansion of colleges and universities nationwide, more and more students enter Jiangning University Town, and many enterprises are salivating at this market and enter the university town market through various channels. Because in the university market, the post-80s generation has largely withdrawn from the stage of campus learning, and a more personalized, fashionable and cutting-edge post-80s BLACKPINK has emerged. As a new social force, college students are the so-called "rich second generation" and "agricultural Dell" after 1990s, showing the trend of campus consumption! Then, many enterprises only know that there is a big market for college students, but they have not made a survey on students' consumption in the market. When most enterprises explore the university town market, they usually advertise by roadshows, light boxes and direct publications, with little effect. Because roadshows, noisy, blowing and singing are commonplace for college students now, it is not surprising that there is nothing attractive; Light box advertisements can be seen everywhere in schools, more like psoriasis, and also make students turn a blind eye to everything; However, a variety of private DM magazines, due to false circulation, rarely really reach students. Some magazines claim to have a circulation of 65,438+10,000. In fact, only advertising sponsors want to read more than one or two thousand copies that appear in different places. Because many brand enterprises or campus promotion enterprises are eager for quick success and instant benefit, they have not seriously investigated the consumption trend of students in Jiangning University Town, but blindly carried out project activities. For the varieties and models promoted by students, the price is either too high or too low, and the function is either too simple or too high-end, which leads to the fact that it is suitable for students or what students want, but it does not appear, which makes the enterprise busy in vain and thankless!

If everything is predicted, it will be ruined. If you want to enter the university city market, you must have real survey data, so that enterprises can be targeted. In view of Jiangning University Town, the author visited Mr. Wang, director of the information department of University Town, who has more than 20 years of experience in university education. He gave the author an analysis of the trends and viewpoints of students' consumption in Jiangning University Town:

The differences between men and women and between urban and rural areas lead to different consumption views.

At present, there are about 250,000 teachers and students in and around Jiangning University Town, including junior college students and graduate students. Among them, the male-female ratio of college students in 2009 was 1.68. In this survey, male college students accounted for 65.7 1% and female college students accounted for 34.29%. Among the respondents, 42.7% came from rural areas, 27.75% from towns and 29.55% from cities. The household income is mostly 1 1,000-3,000 yuan, accounting for 39.74% and 30,000 yuan respectively. Due to the difference in consumption between men and women and the difference in consumption ability between urban and rural areas, in the monthly average consumption survey of University Town Information magazine, 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. 7.5% students spend more than 1400 yuan per month. In order to reflect the current consumption situation of college students more accurately, the University Town Information Magazine also investigated and visited the mainstream consumption places around the University Town, such as jewelry stores, supermarkets and Internet cafes. From this, we know that female college students are the mainstream group of jewelry purchase and personal photo taking, accounting for about 90% and 37% of the total. While visiting Yiwu Commodity City, we know that the main factors that attract students to buy small commodities are style, quality and brand, and there are not many high-end products. This seems to be consistent with the conclusion we have drawn from the student questionnaire survey. As for supermarket consumption, girls like snacks and cosmetics best, while boys prefer sporting goods, wine and drinks.

Poor awareness of financial management and planning, countless consumer spending.

College students' financial management consciousness is weak, and there is no corresponding financial management concept and level. Besides tuition and accommodation, how much does a college student spend each academic year? The survey results of University Town Information magazine are as follows: Only five college students spend less than 3,000 yuan a year, accounting for 5.3%; 28 people with 5000-8000 yuan, accounting for 40%; 2 1 person with 3000-5000 yuan, accounting for 30%; More than 8,000 people reached 18, accounting for 25.7%, and others reached 20,000 yuan. Answering "Do you have the habit of keeping accounts?" Only 17.2% of college students answered "Yes" and 82.8% answered "No", while a small number of college students gave the answer "I don't like to remember, write down the approximate total" and "I don't know where most of the money has been spent". Significant figures show that college students' awareness of financial management is still relatively weak, and many students overspend on their monthly consumption. Teacher Wang said that the University Town Information Magazine learned from the survey that the main source of income for college students is family supply, accounting for 75. 16% of the respondents, and less than 5% of the students rely on the sponsorship of relatives and friends, work-study programs, loans and scholarships. Answering "What will you do if you overspend this month?" For the problem, 47.47% students choose to spend the next month first, 20.22% students choose to ask their parents for money, and some choose to work and study, which shows that college students are very dependent on their parents. There are still some college students' holiday tours. In the survey, 5.6% of the students used the living expenses provided by their families to travel, and the travel expenses were about 100- 1000 yuan. Due to the lack of financial management awareness and planning awareness, consumption expenditure is not much, and parents and grandparents are in a hurry at the end of each month.

Fashion and famous brands are the trendy pursuit of students.

Students are active in thinking, have a strong thirst for new things, like to pursue new trends, dare to innovate, and consume vigorously, and entertainment consumption accounts for a large proportion of all consumption. Young people around the age of 20 are still the absolute majority on university campuses. They stand at the forefront of the times, pursuing novelty and innovation, and keeping a keen grasp of fashion for fear of falling behind the trend. This is also the same feature of the generation after 90. 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 the survey of University Town Information magazine, it is found that "mobile phone, computer and MP3" are the three most popular items for college students. At present, the mobile phone ownership rate of students in Jiangning University Town is as high as 98%, and some students have two or more mobile phones. In fact, branded mobile phones are mainly distributed in several major brands. Nokia, OPPO and Sony Ericsson are the first choices in the mobile phone market in colleges and universities, accounting for 5 1.82% of the market. In addition, computers and related consumption are also the pursuit of students, ranging from a network card with a few tens of dollars to a pet computer for contemporary college students, in which notebooks occupy more shares than desktops. Thirdly, there are many "new" people in the university campus in terms of hairstyles, clothes, ornaments and daily necessities. Among them, 63.8% students pursue brand-name clothes, 13.2% wear adidas brand, 17.8% wear Nike brand and 22.6% wear Li Ning brand. 32% students pursue both famous brands and fashion, and only 22.8% students do not pursue famous brand clothes. 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.

Human feelings and love are important financial expenses for students.

According to the survey of University Town Information magazine, college students' human consumption is high. More than 90% of college students are invited to their birthdays and classmates' hometown parties, ranging from small restaurants near the school to foreign fast food along the subway, as well as famous high-end hotels. The cost of treatment ranges from 50 yuan to 400 yuan, and some even reach thousands of dollars. Some students who have become student cadres believe that since they have gained something, they should also "pay" and let their classmates enjoy happiness with themselves. Scholarships also invite guests, and 96% of students with scholarships invite everyone to dinner. Some students think that if they don't invite guests, they will probably be regarded as "not loyal enough" or "not on the road". From the results of total monthly consumption, people who spend less than 400 yuan account for a large proportion, and those who choose less than 250 yuan account for 4 1.4%, while reasonable 250-400 yuan accounts for 45.7%. In addition, we also found that among the 29 students who chose 250 yuan, 20 were female students, accounting for 70% of the students who chose this answer. Yes, "Are you in love? How much do you spend on love every year? " 77% of college students admit that they have a love experience, and the money spent on love ranges from 500-2000 yuan every year. According to the survey data, college students' love spending is mainly in eating, snacks, shopping, bars and entertainment. Gift consumption is the absolute "big head" in love consumption. On holidays (Valentine's Day, Christmas, etc. ) or two people's birthdays, special anniversaries, it is necessary for couples to exchange gifts, ranging from tens of yuan to hundreds or even thousands of yuan. In the consumption of love, the relatively large expenditure is renting a house off campus, which costs 200-400 yuan per month. Interestingly, the traditional situation that men pay for love has been completely broken, and there have been three situations, namely, the full responsibility of men, the joint responsibility of men and women, and the full responsibility of women. Girls' spending on love even exceeds that of men. Traditional and modern lifestyles have been fully interpreted in contemporary college students.

Communication and Internet access have become an indispensable part of students' daily life.

The results of random questionnaire survey show that not only is the mobile phone penetration rate high in university campuses, but among people who own mobile phones, the monthly cost is higher than that in 80 yuan, accounting for 48%, which is close to half. For this part of people, according to the 0.2 yuan per minute (between campus networks, 0. 1) for each short message, the average monthly expenditure (taking the m-zone commonly used on campus as an example) is higher than that in 80 yuan, that is to say, making phone calls for more than ten or twenty minutes or sending dozens of short messages every day. Obviously, these are not necessary. In other words, in terms of mobile phone consumption, unreasonable and high costs still exist and are quite serious. In contrast, the cost of calling cards is relatively small. According to the analysis, it seems that freshmen spend more on the phone, while sophomores spend less on the phone except for a few people, and our data basically reflects this feature. The monthly expenses in 50 yuan and 20 yuan are below 20-78%, and nearly 80% of the students seldom make phone calls every month, or the phone calls are very short every time. Even considering the current mobile phone penetration rate, everyone's consumption in this area is still reasonable, which may be related to the lack of school time. It is also possible that the freshness of mobile phones has passed the sophomore year. In addition, no matter what grade students are in, online consumption accounts for a relatively stable proportion. 63% college students often go to Internet cafes and game rooms. When surfing the Internet, 59.4% people chat and play games, and only 28.4% students look up information. Internet access fees for college students have also become a part of their daily consumption expenditure.

Training and books are very popular in the student market.

As the main consumers of fashion, electronics, video, training, culture, sports and other products and services, college students have strong consumption potential and form a huge consumption market. The study fee is used by college students to buy extra-curricular books, enroll in study classes, buy materials and take various vocational qualification certificates. This part of the cost is relatively small in freshmen and sophomores, and it is basically concentrated on applying for computer grade examination and CET-4 and CET-6, as well as buying books and materials in related fields. As college students, learning is their unshirkable responsibility. College students should spend more on their studies and enrich themselves. Many college students are confused and bored when showing themselves. In fact, books are their best friends, after class and in class. Entertainment, computer knowledge; Hobbies, literary novels and other books. You can buy it at the book market. Parents are also in favor of children buying books and always want their children to learn more, so book consumption has become a major consumption direction of college students' pocket money. Generally speaking, this part of the total expenditure is not high. According to the questionnaire survey of University Town Information Magazine, most of them are under 300 yuan/semester. According to the survey of 100 people, 98 people are * * *, accounting for 98%, accounting for about 20% of the living expenses at most. In terms of college students' study consumption, the cost of purchasing books accounts for about 66% in 20 yuan, but only 15% in 50 yuan. The average monthly expenditure on school supplies is about 5- 10 yuan, and the proportion within 5 yuan or above 10 yuan is equivalent. As for the cost of participating in extracurricular training, parents and students invest a lot, accounting for 9. 1000 yuan/semester, accounting for 37.24% in 600 yuan. Some students are forward-looking and pay great attention to training and learning. There is almost a fire in the training of college students' reserve managers. Students and parents are very keen on off-campus practical training. Life etiquette, skill marketing, venture financing and some training courses for the rich second generation and Nongdell have attracted many parents and students.

To sum up, through in-depth investigation and data collection of full-time readers and junior college students in Jiangning University Town Campus, University Town Information Magazine found that consumption intention, consumption consciousness and consumption psychology explained the consumption status and trend of college students in Jiangning University Town to some extent. College students are a special social group with their own special consumption concepts and behaviors. If enterprises want to open the market, expand the brand window and establish the company image in Jiangning University Town, they must investigate and understand more. I hope the above survey can play a role in attracting jade from the enterprises that want to enter the university town! (Lu Jian)