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Consumers mainly focus on the following aspects when they are going to buy mobile phones: quality, brand, price, function, appearance, color of mobile phone. What consumers consider the most important is quality and brand, and what they consider the least important is price.
1.2 Purpose and significance of research
Different consumers have different psychological activities and personal characteristics. Different college students’ mobile phone purchasing behaviors reflect their different consumption psychologies. The purpose of this paper is to have an overall understanding of consumer psychologies of college students, to analyze the impact of consumer psychologies on college students when they buy mobile phones and to find out what factors have influenced their mobile phone consumption.
Some psychological factors such as students’ desire to keep up with the Joneses, show-off mentality and conformist mentality have misled the college students. Taking the students of Jiangsu Normal University as research objects, the author has done some effective research in students’ consumer psychologies. The significance is as follows: first of all, it helps to guide students to set up a correct view of consumption. For example, because the Apple mobile phones are very expensive, some students buy Apple mobile phones to show off to satisfy their vanity. These consumer mentalities are not desirable. As college students, they should identify the correct values and concepts of consumption.
Secondly, the research will help to reduce the burden of the students’ families and construct a conservation-oriented society. High prices do not make the consumers shrink back, instead many students who have no income are enthusiastic to buy them. A lot of students want to buy the phones they want no matter how high the prices of the phones are. The desire for material enjoyment not only brings a serious economic burden to the family, it also corrupts the social values of thrift. So the college students should set up the healthy consumer concepts to ease the parents’ load and help the nation to construct a saving-oriented society. And the author hopes to provide a useful insight into the problem with the study.
1.3 The main contents of the research
This paper focuses on the status quo of students’ mobile phone consumption and their psychologies. The main contents of the research include an overall understanding of consumer psychology of college students, an analysis of the impact of consumer psychology on college students when they buy mobile phones and a conclusion about what factors have influenced the mobile phone consumption. Besides, the author designs a questionnaire to get the most authentic information. The questionnaire is mainly related to students’ purchasing behaviors of mobile phones and their psychological factors leading to their different purchasing behaviors. In this paper, the author chooses college students as objects simply because college students are typical consumers who do not have much income but still want to buy their favorite mobile phones. The college students have showed different consumer psychologies.