消費者行為研究-中國年輕一代消費者(轉型一代與獨生代)行為研究.pdf

1、鄭州輕工業(yè)學院碩士學位論文消費者行為研究-中國年輕一代消費者（轉型一代與獨生代）行為研究姓名：張鑒平申請學位級別：碩士專業(yè)：企業(yè)管理指導教師：彭詩金2007-05IIAbstract China's younger generation that is the research object in this research was born in 1970 ~ 1989. In the paper, the author di

2、vides into it two generations: the “transform” generation and the “OCG” generation. The “transform” generation was born in 1970 ~ 1979 year, and they accounted for our country total number of people 17.25%; the “OCG” gen

3、eration was born in 1980 ~ 1989 year; and they accounted for our country total number of people 14.70%. At present the “transform” generation is the main part who our country society expends, and the “OCG” generation is

4、not allow to neglect expense strength. Their consumer behavior can change sufficiently the marketing pattern, so through explanting their life style can helpful to understand our country the evolution of the expending pa

5、ttern. At present besides the age generation, many Scholars study the consumer behavior from the angle of the life style. They divide into the consumer very many categories by researching consumer's life style. In t

6、his research, in order to the consumer behavior pattern of China's younger generation, author unifies the age generation and the life style research technique. This research collects the data from 8 cities: Shanghai,

7、 Guangzhou, Zhengzhou, Suzhou, Guilin, Xiamen, Guiyang as well as Yunnan. There are 344 effective questionnaires that based on the 348 questionnaires. The questionnaire divides into two parts: Basic information and psych

8、ological test. Author uses the statistical analysis in the basic information and use factor analysis and cluster analysis in psychology test component. Finally the paper obtains 6 big tribal groups, which consumer’s life

9、 style was divided into 6 tribal groups. This research may fill domestically the blank of the real diagnosis research in the younger generation consumer. At the same time, there is helpful to foresee the social expendin