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新生代农民工作为一个特殊的群体,不满足于解决基本的温饱问题,开始追求消费方式的多样化和生活质量的高水平,这使得传统的市场细分板块随之发生很大变化。本文根据新生代农民工不同的生活方式将其分为“积极奋斗型”、“追求成功型”、“快乐生活型”“得过且过型”和“自我矛盾型”五类,在分类的基础上运用EKB模式对该群体的消费决策过程进行研究。年龄特点和消费行为的转变使该群体与90后城市青少年的一些消费行为有了可比性,本研究就消费决策部分将这两个群体进行了对比研究。
As a special group, the new-generation peasant workers are not satisfied with solving the basic problems of food and clothing. They start to pursue the diversification of consumption patterns and the high quality of life, which makes the traditional market segmentation change greatly. Based on the different life styles of the new generation of peasant workers, this paper divides them into two categories: “active struggle”, “pursuit of success”, “happy life”, “excessive” and "self - Five categories, based on the classification of the use of EKB model of the group’s consumer decision-making process. The change of age characteristics and consumer behavior made this group comparable with some consumer behaviors of urban youth in 90 years. In this part, we compared the two groups in terms of consumer decision-making.