Analysis of traditional cultural consumers

The performance of consumer psychology in all kinds of people and all ages

According to the survey completed by the Institute of Public Opinion of China Renmin University, all kinds of people and all ages have the following psychological characteristics:

Women love to spend money: 12.4% women spend money carefully, 49.8% carefully, 20.7% carelessly, 2.9% carelessly, 14.2% not necessarily.

The older you get, the tighter your hand is: consumers over 40 are "more careful" in spending money, and the older they are, the more careful they are. Among them, consumers over the age of 60 are almost "especially careful". Relatively speaking, consumers aged 20-29 are the most careless in spending money.

The higher the education, the higher the position, and the more careless you spend money: generally speaking, people with college education or above spend money more generously, while those with high school education or below spend money more carefully. From the analysis of consumers' occupation and identity characteristics, retirees spend the most money, followed by farmers, soldiers, enterprise employees, science, education, culture and health personnel. Private owners, self-employed, business managers and college students are the least careful in spending money.

Today's top ten consumer psychology trends: seeking truth from facts, honesty, beauty, honor, comfort, safety, competition, curiosity and greed. Truth, comfort and safety reflect consumers' basic requirements for ideal goods, and we should work hard on beauty, novelty and strangeness to attract the attention of high-consumption people.

Consumers "look at Facebook" when shopping: Young salesgirls are very popular with customers when buying fashion and cosmetics, not only because they are more knowledgeable, but also because they can demonstrate on the spot. When buying household appliances, young male shop assistants are more popular. General consumers believe that young men should be proficient in electrical appliances and have strong hands-on operation ability.

In addition, middle-aged saleswomen are most trusted by consumers because of their rich life experience, friendly temperament and concern for others. When people buy children's clothes, food and daily necessities, they like to ask them to be staff officers, and their overall service attitude is also good, so going to the store to find a "business sister-in-law" has become the orientation of many consumers to choose a salesperson. Shanghainese especially like to find "French teachers" when buying silk, tea, jewelry and other commodities. People believe that they have the ability to distinguish the authenticity and quality of goods.

Analysis of Consumers' Psychological Motivation and Coping Strategies of Enterprises

The performance of consumer psychology in consumption activities: the activities of consumers in the process of buying, using and consuming various consumer goods are subtly influenced by consumer psychology.

(1) Consumers' feelings The process of consumers' understanding of the external world begins with feelings, such as sight, smell, hearing, touch, taste, etc ... When consumers judge a commodity, they must also start from feelings. Just because the same product is slightly different in color or packaging, consumers may look at it at first sight and then buy it, or they may ignore it at first sight. This is the psychological function of feeling in the first impression.

(2) The performance of consumer personality in consumption activities. Consumers have different personalities because of their different ages, abilities and interests. The elderly pay attention to the low price and practicality of goods, and pay attention to durability; Young people are relatively flexible, pay attention to the appearance of goods, and pay attention to personalization and fashion; Some rich people who get rich first pursue high-end goods and pay attention to famous brands.

(3) Motivation analysis of consumer psychology Motivation is the internal driving force for people to engage in certain behavior activities, and consumers' buying activities are all driven by motivation. In the past, due to the relationship between economic income and consumption level, consumers in China paid more attention to the motivation of seeking truth and honesty. When buying goods, pay special attention to the actual utility of the goods, pay attention to economic benefits and durability, and do not excessively require the appearance of the goods to be beautiful and novel. In recent years, people's living standards in China have gradually improved, and their material needs have basically been met. Pursuing the fashionable and novel motives of commodities, pursuing the thrilling and peculiar motives of commodities and paying attention to the aesthetic beauty of commodities occupy an important position in today's consumer psychology. In addition, it has the power of saving time and labor, and is convenient to use and maintain; Pursue the trust of manufacturers and the motivation of seeking names for commodity grades; Competitive motivation to win glory with others; Consumer conformity motivation belonging to a certain group; Imitation motivation generated by love and worship. They interact and influence each other, making consumers' shopping behavior complex and diverse.

Therefore, enterprises should correctly analyze and understand consumers' purchasing motives. Consumers are the main body of the market. The analysis of consumers' purchasing motivation is to meet customers' needs and is the basis of developing the market. The so-called correct analysis is that consumers' buying motives are varied, and enterprises must analyze and study their buying motives from the psychological point of view on the basis of market research. According to consumer psychology, customers' purchasing motivation can be divided into emotional motivation, rational motivation and patronage motivation. Emotional motivation can be divided into emotional motivation and emotional motivation. Emotional motivation is impulsive, that is, uncertainty and instability. Emotional motivation is a reflection of consumers' mental outlook and has stability. Intellectual motivation is produced after understanding, analyzing and comparing commodities, which is objective and thorough. Patronizing motivation is the special trust and preference of customers to a particular store, manufacturer or brand, and it is the product of the combination of emotional motivation and rational motivation.

Then, in the face of different consumption motives, what corresponding strategies should enterprises adopt:

First, the product manufacturing process

(1) Strictly control the quality. After all, people come to buy convenient and useful goods, not to make trouble. No matter how the trend changes, quality is the eternal theme of goods. If a commodity wants to occupy the market of a certain commodity, quality is its core competitiveness. This requires enterprises not to relax product research and development, and constantly improve quality, in order to remain invincible for a long time.

(2) Pay attention to product image design. Industrial design plays an increasingly important role in the development of high-tech industries. In the development of high-tech industries, technological innovation is regarded as the first competition, while industrial design innovation of products is the second competition. The current trend is that the time interval between two games is getting shorter and shorter. Under the long-term market strategy, many large international enterprises have developed technology and industrial design in parallel, and when they launch their products, they have become mature products in the market in application form and product appearance. It is urgent to change the current situation of weak industrial design and shoddy products. We need beautiful industrial design to reflect our scientific and technological progress, cultural connotation, humanistic care and concern for the environment. Only in this way can our products have lasting competitiveness in the domestic and international markets.

(3) the production of personalized goods

Ernest Diest, a famous American psychologist and founder of new marketing theory, pointed out that consumers first observe goods with their eyes, and then deepen their impressions in their minds, trying to understand what a commodity he sees means to him. Modern consumers buy a commodity not only for the physical function and utility of the commodity, but also for a series of psychological satisfaction and pleasure, and the outstanding personality of the commodity can satisfy this desire. Goods and services that can embody self-concept and satisfy the feeling of "self" are very popular. The successful example of Melville Gopler Shoes Company in America is the best illustration of this theory. The company's products are sold all over the world, with annual sales as high as $2 billion. Its success lies not only in the high quality and low price of products, but also in the fact that Francis Leigh, the leader of the company, pays attention to the study of consumers' psychology, which makes each pair of shoes full of human touch and distinctive personality characteristics. Noerley believes that American society has developed into a period of economic prosperity. The purpose of people buying shoes is no longer just to keep out the cold and feet, but to show their personality and living standards. Only by making shoes have different personalities and emotions like actors and constantly participating in social performances with their unique and distinctive images can they attract many audiences and promote the sales of shoes with their unique charm. Based on this idea, in the process of designing and making shoes, they give them different emotional colors, such as "male emotion", "female emotion", "elegant feeling" and "wild and sexy". These emotional expressions are unique in style and harmonious in color. There is a difference between simplicity and complexity, and there are also differences in depth. These unique "emotional shoes" are widely publicized at different consumption levels, catering to the needs of different customers. In addition, they gave each pair of shoes a strange name, such as "Laughter", "Anger" and "Swing Dance", which was just like a living thing, refreshing and memorable. The production of various emotional shoes and the distinctive personality characteristics of each pair of shoes have brought a continuous sales climax to Gao Pule. It can be seen that commodities that show emotional needs, self-assertion and self-existence are increasingly favored by consumers, and distinctive personality characteristics will surely become an important magic weapon for commodities to win market opportunities.

Second, the product sales link

(1) Shopping environment The shopping environment refers to the internal and external environment of a specific store. The influence on consumer behavior is very important, and it is also an important means of commercial competition. Nowadays, China consumers who have enough to eat and wear warm clothes are not only satisfied with the pursuit of tangible things, but also pay attention to the pursuit of psychological pleasure, spiritual satisfaction and good feelings. When shopping, they will make a preliminary judgment on everything inside and outside the store, including signs, shelves, goods and the appearance of salespeople. The satisfaction brought by clean and tidy layout, elegant and soothing music, convenient shopping facilities and quick settlement methods directly affects people's shopping behavior.

(2) Product innovation should conform to the design and delivery of consumers' psychology. Whether a new product can be accepted and loved by consumers depends on a series of psychological characteristics such as the unique advantages of the product itself, the hobbies and needs of the group. For example, the consumption of young people nowadays has the characteristics of pursuing uniqueness and convenient leisure. Many enterprises have developed and designed fashionable watches, backpacks, casual sportswear and lightweight and durable sports shoes ... It has become the shopping concept of many young people to strive for diversification and avoid "popularization".

(III) Brand Strategy The concept of consumers choosing brands is changing. We know that when consumers choose the right brand according to their own needs, values and lifestyles, brands will give consumers an impression (feeling): Oh! The brand represents me! -that is, the brand image and self-image are consistent. The research of BBDO advertising company also confirmed the above viewpoint. This study holds that consumers pay more attention to using different brands to express different self (personality) and emotions when choosing brands than before. Therefore, from the perspective of consumer psychology, when a consumer buys a brand's goods or accepts a brand's service items, he pays attention not only to the function of the goods, but more importantly, to experience the personality of the goods and make him feel that the brand's personality is suitable for this occasion. The principle of consumer psychology is "self-concept theory". The so-called "self-concept theory" is to explain how consumers look for matching brands according to their "self-image" (personality), and accordingly put forward a model for consumers to choose brands. The research on self-concept and brand selection in consumer psychology holds that people may judge themselves (personality) from the brands they use, their attitudes towards different brands and the significance of brands to them. Consumers have a clear understanding of themselves and will consider whether the brand is suitable for their "self-image" when choosing a brand.

(4) The psychological strategy of advertising Advertising is the art of attracting consumers. Since it is persuasion and induction, it is even more important to "focus on the heart." It is a magic weapon in the ever-changing market competition to analyze consumers' psychology and firmly grasp consumers' hearts with advertisements. A successful advertisement is the first step for manufacturers to open the market door, enhance their competitiveness and improve their trust; A failed advertisement may make it difficult for a certain brand of products to occupy the market. Advertising that can conquer people must be based on the psychological factors of consumers. Successful advertising must also be authentic and win the trust of consumers. The consistency between advertising content and commodity essence can promote consumers' long-term trust. Some merchants put up big billboards, such as "clearance in the last two days" or "big sale", which aroused consumers' disgust. If the goods are really being sold at a reduced price, it will greatly stimulate the desire to buy; However, if the store is in "clearance" all the year round, consumers will be fooled by some merchants, who put up big billboards: "clearance, the last two days" or "price jump" and other inflammatory words, which aroused consumers' resentment. If the goods are really being sold at a reduced price, it will greatly stimulate the desire to buy; If the store "clears the warehouse" all the year round, consumers will feel cheated, which will lead to distrust and the enthusiasm for buying will disappear. Successful advertising should also take advantage of people's national self-esteem. Drinks are "very cola". Play the card of "China people's own cola" and use consumers' national pride to compete for a place in the beverage market. The national brand "Yili" is a household name, and many cold drink factories regard it as their rivals. Usually, they advertise in different ways, and Mengniu cold drink factory is unique. Its product packaging is printed with the words "learn from Yili and strive for national industry", and its attitude is modest and sincere. Its pragmatic and professional attitude just caters to the psychological characteristics of consumers: enterprises respect others and respect themselves. Will the product be wrong? To sum up, the study of consumer psychology is becoming more and more important in today's business war. Conquering consumers successfully is the key to success in business war; To conquer consumers, we must first conquer their hearts. What people want, what people expect, and only those who win people's hearts can get the market! Enterprises should change their business philosophy in time and apply scientific psychological theory to make their marketing strategies more attractive and convincing, so as to be invincible in business wars!

(E) Give customers a reason to love the enterprise-establishing a good corporate image depends on the aesthetic feeling of the marketing carrier. As we all know, customers ultimately choose the products and services of enterprises. From the analysis of consumer psychology, the customer's first choice in his heart is his image feeling of this enterprise. It is not difficult to imagine that it is impossible for any customer to willingly choose the products or services of the enterprise that he hates. Therefore, it is very important for enterprises to bring aesthetic feeling to customers through marketing activities. In a sense, the good image of an enterprise is the market. American Bell Telephone takes emotional advertisements as the carrier, and has established a good image, which can be called a classic of enterprise marketing methods. One night, an old couple was having dinner when the phone rang. The old lady answered the phone and the old man asked, "Who are you?" The old lady replied, "It's my daughter." The old man asked again, "What can I do for you?" The old lady answered "No". At this time, the old man asked in surprise, "Nothing, call from thousands of miles away?" The old lady said with emotion, "My daughter says she loves us." At this time, the two old people were very excited. Love is sent by telephone, wired by telephone, and infinite affection. An enterprise that can deeply touch the hearts of many parents and children and sincerely affect the good feelings between people has a good marketing effect. The essence of any enterprise's beautiful image in customers' minds is that the enterprise conveys the concept of caring for customers to customers' hearts in an effective way, giving customers a good feeling. In today's increasingly personalized era, customers' aesthetic feeling towards enterprises has become a key factor in determining consumption. No matter how unpredictable the market competition is, only the enterprise that can bring good feelings to customers is the enterprise that customers finally like, which will be the eternal law of market competition.