A Study Of Regional Difference Of Guangdong College Student's Consumption From The Perspective Of Consumption Values

The unique features of a local environment always give special characteristics to its inhabitants.Owing to the differences of the regional geographical environment,climatic conditions,economic level and cultural background,consumer values and consumer behavior also have its own local characteristics.Guangdong province is a province of significant regional characteristic.As a result of regional difference and different languages characteristics, Guangdong province forms different cultural elements of regional characteristic.Guangdong culture which is mixed by Lingnan culture,the new Hakka culture,and Hong Kong and Taiwan culture,affects Cantonese living habits and behavior.Since reform and opening up,the rapid development of Guangdong province's economy,the increasing of the resident's income level and the improvement of the living standard,Guangdong college students' financial support which is received from their families is also increasing,their spending power is also greatly improved.At the same time,college students are in adolescence,and its values are formed and become stable.Their consumption values reflect the times of China.Therefore,it's an important significance to study the regional difference of Guangdong college student's consumption.Firstly this article give a briefly review of consumption values by carding the literature data. Then we analyze the research status of the consumer behavior impacted by values,as well as review the methods of regional consumption difference.Secondly,through the review and analysis of previous literature,according to the existing academic achievements and college student's consumer characteristic,this article builds a scale of the characteristics of Guangdong college student's difference consumption,including two aspects which are "values of consumption targets" and "values of consumption means".The values of consumption targets consisted of five dimensions which are "symbolic targets", "experiential targets","emotional targets","economic targets",and "functional targets".And the values of consumption means had three dimensions which are "excessive means","prudent means",and "conservative means".In accordance with economic and cultural similarity,we divide Guangdong geographical regions into five districts:the eastern,western and northern mountainous areas,the Pearl River Delta area,and economically developed areas.Finally,we use "what if- test",the empirical study method,to study the regional difference of Guangdong College Students' consumption.By doing one-way ANOVA analysis for 638 collected samples,we found that there is no latitude significant difference in the "experiential targets","economic targets "and "prudent means" between the college students of the 5 regional, but there is significant difference in the "symbolic targets"," emotional targets","functional targets","excessive means",and "conservative means".Through cluster analysis,we found that the distribution of the five regional's consumption lifestyles,related to Guangdong college students' consumption values,and obtained the the main characteristics of Guangdong college students in the regional.Then we use the perform analysis method to study regional difference of Guangdong college students' consumption,and give suggest on how to use appropriate marketing strategy for these differences.