Consumer psychology research shows that consumers have […]
Consumer psychology research shows that consumers have complex psychological activities before and after purchasing goods, and differences in many aspects such as age, gender, occupation, ethnicity, education, and social environment have divided many different consumer groups and their different The same consumer psychological characteristics. According to the survey results of the Chinese Social Survey Office (SSIC) on the consumer psychology of the people in recent years, the consumer psychological characteristics can be summarized into the following categories:
1. Realistic psychology The main consumer psychological characteristic of most consumers in the consumption process is realistic psychology. They believe that the actual utility of the product is the most important. They hope that the product is convenient to use and inexpensive, and do not deliberately pursue the beauty of the shape and the novel style . The consumer groups with a realistic mentality are mainly mature consumers, working-class people, housewives, and the elderly consumer groups.
2. Psychology of Pursuing Beauty 的 Consumers with a certain degree of affordability generally have a psychology of pursuing beauty. They pay attention to the shape and external packaging of the product, and pay more attention to the artistic value of the product. The consumer groups who hold the psychology of seeking beauty are mainly young people and intellectuals, and the proportion of women in this group is as high as 75.3%. In terms of product categories, the packaging of jewelry, cosmetics, clothing, crafts and gifts needs to pay more attention to the performance of aesthetic value.