The Consumer Behavior Study On New Generation Of Migrant Workers

Consumption is the social activity connected economy and culture, it is the connection of economic life,cultural life and social life. The generalized consumption is including production consumption and personal consumption. Production consumption refers to production process tools, raw materials, fuels, human and other production information on the consumption of live labor. Personal consumption refers to the people to meet their needs for information on a variety of material, labor and the consumption of cultural products. Personal consumption is a necessary condition for people's survival and development, and the reproduction of labor,it is also the most common human economic and behavior activities.In China, Migrant workers is the product of economic reform and institutional change. It is the special social phenomenon during the change from a planned economy to a market economy, from agricultural to industrial society review, from a traditional society to a modern social. Migrant workers have made tremendous contributions to for China's industrialization, urbanization and modernization.They are an important power for modernization. Migrant workers open up the main channel of farmers's employment and income increasing. alleviated a large surplus of the rural labor force, increase the farmers' income,reduce the further expansion of income gap between urban and rural areas and the gap between regions. Flow of migrant workers can promote the rational allocation of production factors and optimize the mix to reduce the cost of industrialization,the process increases national economic accumulation. Migrant workers are also the disseminators of advanced culture and modern civilization,they promote the modernization of the farmers.With the social development and change, the new generation of migrant workers has become the main groups of migrant workers. Compared with the first generation of migrant workers, their growth environment have changed a lot,there are a great difference between the new generation and the old in the view of world,life and the values.so so their consumer attitudes, consumer behavior also shows significant differences.New generation of migrant workers are not only t city's producers, but also consumers. Living in consumer society, they have their own unique concept of consumption, consumption structure and consumption behavior.This paper adopts questionnaire survey and depth interview, through the generation of migrant workers in Hefei to study the conditions of consumption, combined with the sociological theories, analyzes the consumer behavior of this group. This article is divided into six parts. The first part, the introduction. Mainly introduces the research background, the research purpose and significance, literature review, research methods, the main contents. The second part is relative concepts and basic theory perspective. The third part, basis on the experience of materials, makes a general description of the basic conditions for the new generation of migrant workers' consumption, including consumption, consumption level, consumption structure and so on. The fourth part, analysis of Cenozoic migrant workers in the consumption of the problems and the causes of problems. The fifth part, the strategies to guide the new gegeration of migrant workers to build scientific and reasonable consumption.