"ME" Generation Consumer Behavior

被引：0

作者：

Xiao, Jinping ^{[1
]}

机构：

[1] China West Normal Univ, Nanchong 637002, Sichuan, Peoples R China

来源：

2015 SSR International Conference on Social Sciences and Information (SSR-SSI 2015), Pt 3 | 2015年 / 12卷

关键词：

Marketing; Me" generation; Consumer behavior;

D O I：

暂无

中图分类号：

C [社会科学总论];

学科分类号：

03 ; 0303 ;

摘要：

"Me" generation has roughly 300 million adults in China either in school or at work. "Me" generation's consumption habits are much different than older generations. They are self-centered and eagerly aspirant consumers who are looking for the latest fashionable products. On the other hand, many of them are not independent of their parents so their purchasing power is limited. We know different groups have different consumption habits by foreign studies, cited earlier. This study aims, among others, to find out the demographic profile and consumption characteristics of the "Me-Generation".

引用

页码：439 / 442

页数：4