First, the presence of the student population irrational consumer behavior
In today's society, a variety of irrational consumer behavior already widespread, as a small community college campus is no exception. Social fashion trend, driven by the pursuit of college students are fashionable, the price is very expensive brand name products, so they dress gradually "aristocratic." In their view, the brand name is a symbol of confidence and superiority, therefore, on college campuses, "Nike", "Adidas", "Ipad" and other foreign brands everywhere. In this atmosphere, the comparisons between students phenomenon exists on quietly. Although not related to the owner, but this trend is rapidly spreading breed.
College students are a high consumer groups on the fact that society is widely recognized. Students annual per capita consumption expenditure of nearly million, higher than the average annual per capita income of urban residents. And there is still a considerable gap between the urban rural families, this family beyond the tolerance range of high consumption, in addition to local universities where the cost of living is relatively high, but largely due to the non-rational consumption caused by college students.
Two causes, the student population irrational consumer behavior
Parents hopeful psychology, so they try to help speed up the growth rate of children; too much attention to the face, want their children to appear in all respects superior to others in the child's requirements include the child should not only be done, and may make to even include the parents like it had failed to do; plus parents always want their children to create the best possible living and learning conditions, so that they can grow up healthily, but does not know how to go do. In such cases, some parents began "herd" people how to do, how to do it yourself to follow.
With the people's fundamental shift in consumer attitudes, and excessive consumption it is to become of the younger generation of fashion. Installments, cash on delivery, in advance overdraft etc. excessive consumption has been more widely used.
Third, the specific performance of the student population irrational consumption
Now most of the students birthday, holiday or celebration dinner at the school when the reluctant consumer, but the restaurant, KFC, Pizza Hut or consumption-star hotel, in everyday life, this satisfies the irrational nature of the phenomenon of consumerism vanity very common.
For example, in 2008 an ordinary freshman college, laptop holders was about 15 percent, and by 2011, this figure rose rapidly to 50%. Which of course there are factors that raise living standards, according to many students, and they had no or temporarily not intend to purchase a laptop, but some students saw the purchase of a laptop, could not resist the urge to buy it under their own or Advance Purchase a laptop.
With the growing phenomenon of college students material consumption comparisons, spiritual entertainment consumption comparisons are becoming increasingly fierce: MP5,3G phone and SLR cameras, high-end computer, the Apple phone, voice recorder is an essential fashion students of belongings. Go upscale KTV rooms singing Disco disco is also the way to irrational consumption of college students.
一、大学生群体
中非理性消费现象的存在
在当今社会中,各种各样的非理性消费行为早已经广泛存在,作为一个小社会的大学校园自然也不例外。社会时尚潮流的推动,高校大学生追求款式新颖、价格却异常昂贵的品牌产品,使得他们衣着打扮逐渐“贵族化”。在他们看来,名牌就是自信和高人一等的象征,因此,在大学校园里,“Nike”、“Adidas”、 “Ipad”等外国名牌随处可见。在这种氛围下,学生之间的攀比现象就悄然地存在着。虽然没有涉及所有人,但这种风气正迅速的滋生蔓延。
大学生是高消费群体也是社会上所广泛认知的一个事实。大学生每年的人均消费支出近万元,高于
城镇居民人均年收入。与城镇仍存在相当大差距的农村家庭,这种超出家庭承受范围的高消费,除了大学所在的地域生活成本相对较高外,很大程度上是由于大学生的非理性消费造成的。
二、大学生群体中非理性消费现象的成因
家长的望子成龙心理,使他们努力地帮助孩子加快成长速度;过分的看重面子,想让自己的孩子在各方面都显得优越于别人,在对孩子的要求中不仅包括了孩子应该做到和可能做到的,甚至还包括了家长喜欢但曾经没有做到的;再加上家长总想给自己的孩子创造尽可能好的生活和学习条件,让他们能够健康成长,但又确实不知道应该怎么去做。在这样的情况下,有些家长开始“从众”,别人怎么做,自己就跟着怎么做。
随着人们的消费观念发生了根本的转变,
超前消费更是成为了年轻一代的时尚。分期付款、货到付款、提前透支等超前消费的方式已经得到越来越广泛的使用。
三、大学生群体中非理性消费的具体表现
现在大多的学生过生日、过节或庆功请客的时候不愿在学校消费,而是到西餐厅、KFC、必胜客或星级饭店消费,在日常生活中,这种满足
虚荣心性质的非理性消费现象非常普遍。
举个例子来看,一所普通高校的2008年大一新生,
笔记本电脑持有率为15%左右,而到了2011年,这一数字迅速上升至50%。这其中固然有物质生活水平提高的因素,据很多同学反映,他们原本没有或暂时没有购置笔记本电脑的打算,但是看到有的同学购置了笔记本电脑,自己也就忍不住冲动之下购买或提前购买了笔记本电脑。
随着大学生物质消费攀比现象的日益严重,精神娱乐方面的消费攀比也日趋激烈:MP5、3G手机以及
单反相机、高档电脑、苹果手机、录音笔是追求时尚的大学生的必备的随身物件。去高档KTV包房唱歌,去迪吧蹦迪也是大学生非理性消费的方式。
本回答被提问者和网友采纳