Research On The Consumption Behavior Of Youthful And Middle-aged Females Of Cities In Our Country

Consumer Behavior is to refer to a consumer's various actions for gaining, using, dealing with consumptions and the decision process that decides these actions before them. Consumption behavior of city females is to refer to the comsumption behavior that disbursed for whose characteristic can be controlled by the female who takes modern city female group as the consumption main body. It is unlike the narrow sense behavior concept of the female on general significant consumption of such as clothing, cosmetics. It also includes representative female consumption concept, reason Not And reason mentality, and the consumption structure. There are both the common characteristics of the consumption of the female and the proper characteristics of the city female. The female is the main force in consumers, who has gigantic purchasing power.The youthful and middle-aged females of cities own the fixed job and stable income mostly, who are the most typicallest representative in female consumers.There are many researches on the female consumption in the theory boundary ,but few on the youthful and middle-aged females of cities, which is scattered and not systematical. At present, the characteristic of consumption society has been already beginning to appear in big cities in our country. It is the basic driving force to play with the consumers'demands for Chinese economic growth at the present age. Consequently, It is significant practical to study the consumption behavior of the youthful and middle-aged female of the cities, who are the peculiar consumption group. First, it is beneficial to improve the degree of the satisfiction of consumer's consumption needs. Second, it can offer the gist to organize the production of commodity logically and accelerate the development of the economy. Third, it can offer the gist for the all-sided development of the youthful and middle-aged female of cities in our country.There are three academic gists of the research on consumption behavior. The first is the consumption economy theory by the classical authors of Marxist, including Max , Engels , Lenine and Stalin, as well as Communist Party of China collective leadership's. The second is the west consumption theory, including the west Economists'consumption function theory and the west female consumption theory. The last is the consumption theory of our country, including our country's academic circles consumption behavior theory and our country's female consuming theory.For 30 years'reform and open policy, the feminine economy and social position has changed tremendously. Feminine living standards in the city are improved along with the economical growth. The consumption behavior is the important aspect of economical movement, and the development of social and persons cannot leave without it. The urban youthful and middle-aged females are the ones who have the most tremendous power of consumption. Their consumption behaviors change along with the economical development, and present certain development momentum. Therefore, in this case, the study starts with the analysis of the charactors of the youthful and middle-aged feminine consumption behavior of cities. Then study the problem of it, the factors that affect it. Besides, research into the advice of measures to offer some reference for descision of the government and distribution strategy of the enterprise.According as Consumption Economics and Consumer Behavior ,the study starts with the concept, mentality ,and stucture of consumption of youthful and middle-aged female of cities in our country. According as the practical data, I analyse the above three aspects by contrast and ration: Firstly, consumption concept—The traditional consumption concept coexists with modern at the same time. The youthful and middle-aged female of cities in our county is still reserving economical consumption concept. But with modern various tidal current turning up, their consumption concepts are tended to become being modernized. Secondly, consumption mentality—logos is the mainstream. Pursuing the practicability of commodity is the prevalent consumption mentality of the female, and the main consumption mentality of the youthful and middle-aged female of cities in our country is logos. Thirdly, the consumption structure—diversification develops. The consumption structure of the youthful and middle-aged females of cities appear out from"survival type"to"enjoying type","developing type"transitional trend.While analysing the consumption behavioural characteristic of the youthful and middle-aged females of cities in our country, I discuss the problem of their consumption behavior and the influencing factors by induction and sum-up method combining with data analysis. The problem is included mainly three: First, the consumption concept is incorrect , existing consumptionism inclination. With the enhancement of the right to speak in family, the females own extremely high consumption decision-making right in family. They begin to pursue the life-style of the consumptionism, and eager about more articles of luxury. Secondly, be not that reason consumption mentality leads to consumption excessively. Because of the female's Mood-rization, the youthful and middle-aged females of cities in our country often have actuation consumption, comparing unrealistically consumption and no regretation consumption, which have brought directly about consumption excessively. Thirdly, the consumption structure is unbalance , regarding too much about the matter consumption. Some youthful and middle-aged females of cities in our country fund great quantity to cost on all kinds of commodity, existing the phenomenon that regard matter consumption excessively.The factors affecting the consumption of the younthful and middle-aged females of cities in our country are mainly four: First, the effect of the referenced group. Most youthful and middle-aged females of cities owns the stable job, and they have the certain standard of their own referenced object. The views of commodity and service from friends, colleagues can affect the purchasing behavior of the female consumers. Secondly, the effect of the family. Endowed with the double part of wife and mather, most females become mature and reason promptly in marriage life. Thirdly, the effect of the traditional culture. Affected by the effect of the traditional culture, females have one kind of the concept being diligent and thrifty in running one's home more or less. For the development of the career, The females show their occupation spirit and female qualities by height mass clothes and ornaments. Fourthly, the commercial factors affecting the consumption behavior of the youthful and middle-aged of cities in our country are mass media and sales promotion of merchants.After finishing analysing the problem and the influencing factors of the consumption of the youthful and middle-aged females of cities in our county, I submitted corresponding measures and suggestions. Firstly, take the notion of scientific development as direction, and set up green consumption concept. Second, strengthen the rational consumption consciousness, and achieve proper consumption. Thirdly, adjust the consumption structure , and achieve rational consumption.The article analysis the consumption of the youthful and middle-aged females of cities in our country from three aspects, such as consumption concept, consumption mentality and consumption structure, by analysis of qualitative and quantitative. It has discussed the characteristic, problem and influencing factors of the consumption behavior of the youthful and middle-aged females of cities in our country, and has submitted corresponding measures and suggestions. It can provide certain reference for the follow-up theory studies of this field. In the aspect of actual application, the article can offer gists for enterprises to work out the relevant strategy of distribution,and beneficial to promote the development of the female.