Lao Xie has already talked about the concept of "Consumer Psychology Soft Literature" before. Lao Xie: Talk about the article "Consumer Psychology Soft Literature" . This article is also the first article of Lao Xie's "Consumption Psychology Soft Literature".
Today, Lao Xie will talk about consumer psychology in "Consumer Psychology Soft Literature" to the majority of webmasters.
Consumer psychology of young people
In our country, there is a large population of young consumers, who are also the main consumption targets that all companies compete for. Therefore, understanding the consumer psychology characteristics of young consumers is of extremely important significance to the operation and development of stores. Generally speaking, the consumer psychology characteristics of young consumers have the following points:
1) Pursue fashion and novelty
The characteristics of young people are that they are passionate, active in thinking, full of fantasy, and like to take risks. These characteristics are reflected in their consumer psychology, that is, they pursue fashion and novelty, like to buy some new products, and try new lives. Under their leadership, consumer fashion will gradually take shape.
2) Apparent self and reflected personality
During this period, young people's self-awareness is increasingly strengthened, they strongly pursue independence, and strive to express their individuality in everything they do. This psychological characteristic is reflected in consumer behavior, that is, they like to buy some unique products, and these products are best able to reflect their own personality characteristics. They generally disdain those products that are general and cannot express their own personality. .
3) Easily impulsive and emotionally focused
Because young people do not have rich life experience, their ability to analyze and judge things is not yet fully mature, and their thoughts, feelings, interests, and personality traits are not yet completely stable. Therefore, when dealing with things, they are often prone to be emotional and even act impulsively. Their psychological characteristics are reflected in their consumption behavior, that is, they are prone to impulsive buying. When choosing goods, emotional factors dominate. Their likes and dislikes of goods are often determined by whether they can satisfy their own emotional desires. As long as they If you like something, you will definitely try your best to make a purchase decision quickly.
Consumer psychology of the elderly
In an increasingly competitive environment, companies must focus on analyzing the psychological characteristics of middle-aged and elderly consumers. The main psychological characteristics of middle-aged and elderly consumers are as follows:
1) Very rational and rarely impulsive
Because middle-aged and elderly consumers have rich life experience, their emotional reactions are generally relatively stable, and they rarely act emotionally. Most of them use reason to control their behavior. Therefore, they are more careful when consuming and do not make impulsive purchases like young people.
2) Budget carefully
Middle-aged and elderly consumers generally have small families. They buy goods according to their actual needs, live within their means, pay attention to frugality, and have a detailed understanding of the quality, price, use, variety, etc. of goods, and rarely buy blindly.
3) Stick to your own opinions and not be influenced by the outside world
Most middle-aged and elderly consumers have their own opinions when consuming, and they believe in their own experience and wisdom. Even if they hear a merchant's advertising or other people's introduction, they must first conduct an analysis to judge whether they need to buy this product. kind of goods. Therefore, for this kind of consumers, merchants should not blindly sell goods to them when conducting promotions. Instead, they should respect and listen to their opinions and "reason" to them, rather than hoping to "touch them". With love".
4) Convenient and easy to use
For middle-aged and elderly people, they are either busy at work and don’t have enough time, or they are not physically strong and have difficulty moving. Therefore, when shopping, they often hope to be more convenient without spending a lot of energy. Therefore, stores should provide them with as many services as possible to increase their satisfaction.
5) High brand loyalty
Middle-aged and elderly consumers have formed certain living habits in their long-term life, and generally do not make major changes because they have a nostalgic and conservative mentality when shopping. They are deeply impressed by the products and brands they have used, and they trust them very much. They are loyal consumers of the company.
Female consumer psychology
In modern society, whoever seizes women seizes the opportunity to make money. If you want to make money quickly, you should target women’s pockets. Stores should fully pay attention to the importance of female consumers in market sales and tap the female consumer market. Female consumers generally have the following consumer psychology:
1)Pursue fashion
As the saying goes, "Everyone has a love for beauty." This is especially true for female consumers. Whether they are young women or middle-aged and elderly women, they are all willing to dress themselves up beautifully and fully demonstrate their feminine charm. Although women of different ages have different consumer psychology, when they buy a certain product, the first thing they think about is whether the product can show their beauty, increase their image beauty, and make them look younger and richer. charm. For example, they often like products with unique and novel shapes, gorgeous packaging and fragrant smells.
2) Pursue beauty
Female consumers also pay great attention to the appearance of the product, and regard the appearance as the same important factor as the quality and price of the product. Therefore, when selecting products, they will pay great attention to the color and style of the product.
3) Strong feelings and like to follow the crowd
Women generally have relatively strong emotional characteristics. This psychological characteristic is manifested in commodity consumption, mainly using emotions to control purchasing motivation and purchasing behavior. At the same time, they are often influenced by their peers and like to buy the same things as others.
4) Like to show off and have high self-esteem
For many female consumers, in addition to meeting basic needs, the reason for purchasing goods may also be to display their social status and show off to others that they are unique. Driven by this mentality, they will pursue high-end products without paying attention to the practicality of the products. As long as they can show their identity and status, they will be happy to buy them.
Children’s consumer psychology
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