What are the levels of consumer behavior from low to high?

Material and service According to whether the consumption object is tangible or not, people's consumption structure can be divided into material consumption and service consumption. The internal structure of material consumption can be divided into three levels, from low to high, that is, material consumption to meet people's survival needs, improve the quality of life, symbolize qualifications, show status, enjoy psychology and realize self. Generally speaking, the material consumption of Chinese residents is at the second level and coexists with the third level.

The internal structure of service consumption can be divided into satisfying survival service consumption, that is, service consumption related to people's daily life, such as diet, hairdressing, bathing and transportation. Enjoy the consumption of sexual services, such as tourism, entertainment and sports; Developmental service consumption, such as education. At present, the service consumption demand of Chinese residents is mainly in the survival stage, and the enjoyment service consumption demand is more and more intense and urgent, which has increasingly become the central content of the service consumption demand system.

Compared with service consumption, material consumption will be in a relatively stable growth trend, while service consumption demand will show a strong growth trend. This is not only the objective existence determined by social and economic conditions, but also the value choice made by people. This kind of value choice is related to cultural concepts and has certain relative independence. The same is true of the level selection and orientation of the internal structure of material consumption and service consumption.

Judging the present situation of material consumption structure and people's choice has a lot of enlightenment to marketing management. First of all, it requires enterprises to adjust product structure, especially product hierarchy. Develop, produce and manage products that can improve people's quality of life. Secondly, the promotion strategy should be changed. For products that improve the quality of life, the promotion should focus on the quality and performance of the products. The promotion of products that meet the needs of the third level should not be limited to the products themselves, but must use cis theory to give products a certain image and significance, so as to make them consistent with people's cultural values. Several American brands of cigarettes are successful examples. For example, Marlboro uses the image of "Marlboro man", which is rough, bold and independent. "Salon" emphasizes "sharing spirit" and emphasizes tranquility, nature and warmth. Finally, in the pricing strategy, the quality and price of products that improve the quality of life should be equal, and cost pricing or competitor-oriented pricing can be adopted. For qualified symbolic products, psychological or prestige pricing method can be adopted.

The enhancement of service consumption demand provides unlimited business opportunities for enterprises.

2. Work and Leisure After human beings entered the industrial society, machines were used on a large scale, people worked at a fast pace and with high intensity, and their physical consumption increased greatly. The development of information technology has reduced people's physical consumption, but psychological tension has not been eliminated. Therefore, people attach great importance to leisure.

The correct proposition of modern times is that a day should be divided into three parts, namely, working time, non-discretionary time and leisure time. Working hours are the time to earn income, and non-discretionary time is some special time, such as busy housework, shopping, medical treatment, transportation and so on. And leisure time is the remaining free time.

In order to adapt to the change of people's emphasis on leisure concept in today's society, enterprises should do two things well: first, provide some tangible products to minimize the consumption of people's non-discretionary time. The second is to carry out colorful leisure service activities. Specific measures include: developing quick-frozen convenience foods, microwave ovens, dishwashers, quick-drying clothes and pants, disposable diapers, etc. It also includes promoting the socialization of housework, requiring fast or limited service, rationally arranging commercial outlets and improving service efficiency.