Based On The Lifestyle Yunnan University Students Consumers Classification And Applied Research

The Concept and research of the lifestyle originated from psychology and sociology at first, psychologist Adler (1927) firstly put forward that the lifestyle means personal cognition appearing external shapes under certain society, culture space. In the sixties of the 20th century, the marketing researchers led the concept of the lifestyle into marketing field, especially on applying to consumer's market subdividing. The introduction of the lifestyle concept, except uses the demographic factor, for instance: age, sex, income or region factor, for instance: country, area to classify the consumer generally, also vividly announces consumer's multidimensional consumption psychological characteristics, learn about consumers' consumer behavior. It has offered more concrete, more effective method for the marketing researcher classifying consumers. It has been widely employed and progressively paid close attention to marketing management and the consumer behavior research.The product involvement concept causes the extensive concern in the marketing fields too, especially in marketing plan and research field of the consumer behavior. The product involvement reflects consumer's concern intensity and interest to products, and can be regarded as an important one of consumer's distinguishing standards with purchase decision behavior. In the field of marketing theoretical research, a lot of researchers point out that many respect factors such as life or consumption experience, individual demand, personal interest, social culture influences the products involvement. Some scholars that studying the lifestyle pointed out the consumer individual lifestyle has reflected the difference between consumers products demand, interest and the difference between consumers' individual demand and interest. This kind of difference makes consumers cause different intensity of product involvement. The consumer's lifestyle influences the consumer intensity of product involvement. Measuring consumers' lifestyle, constructing the consuming groups categorized model, then employing the model to understand the consumer intensity of product involvement, investigating the difference that the product involvement intensity to concrete products of different life styles groups have great significance for marketing administrator effective subdividing the target market and adopting pertinence strong marketing mix strategy. Because of the above-mentioned research motive, this research chooses university students consumer as the research object, sets out from the visual angle of university students consumers' lifestyle, measures lifestyle and the product involvement intensity by designing scale investigation, analyzes statistical data, find out the influence factor of university students consumers' lifestyle, divides university student's consuming groups, sets up the categorized model of university student consuming groups based on lifestyle. And this research applies the model to measure and compares the product involvement intensity of different university student's consumption group, probes into the fact which different university student consumers' lifestyle influences the product involvement intensity, studies different lifestyle consumer groups' differences on the product involvement intensity, and then puts forward certain marketing suggestion that corresponding to university student's consumer group.