Model Papers on Female Consumer Psychology Part I: Research on Female Consumer Psychology Abstract: The female consumer market is a vast market with great potential. According to survey statistics, there are 480 million female consumers in China, accounting for 48.7% of the national population, among which contemporary urban white-collar women are discussed by many businesses? Gold group? . A large number of female consumers play an important decision-making role in purchasing activities. Understanding women's consumption psychology today is of great significance to the management of enterprises and the development of society.
Keywords female; Consumer psychology; study
With the development of market economy and the change of social concept, women's economic status in the family is constantly improving, and they have obvious independent rights to family financial revenue and expenditure. Moreover, women's consumer groups are more and more huge, and they are the decision makers of most purchase behaviors. Research shows that more than 70% of China's social purchasing power is in the hands of women, and in the huge consumer market, 80% of purchasing decisions are usually made by women. In terms of population, there are as many as 250 million urban female consumers aged 20-50 in China. Because they play multiple roles as daughters, wives, mothers and housewives in the family, they not only buy necessary goods for themselves, but also buy goods for most children and the elderly, becoming the main buyers of household goods. Therefore, the female buying group is huge. The demands of different classes of women in consumption are obviously different, so it is very important to study the purchasing psychology and behavior of female consumers seriously for the survival and development of enterprises.
First, the important position of female consumer groups in society.
In today's society, with the improvement of people's living standards and various environmental stimuli, female consumption is becoming more and more dominant. Because women's consumption activities in the consumer market are often influenced by many external factors, such as the beating of stores? Special price? Have a strong desire to buy, put money that does not match their income into clothing and beauty, like to shop around, choose the most favorable products and so on. Exploring these potential factors will play an important role in improving sales and product quality and reducing the price of their own products.
Second, the psychological characteristics of female consumption
Studying women's consumption psychology is of far-reaching significance for enterprises to improve production and sales, how to improve products, develop new products, expand market share, retain old customers and develop new customers. Although the social status and social environment of contemporary women are different, they all show the following remarkable psychological characteristics:
(A) the initiative of consumer behavior
Many women take housework for granted. They often pay attention to market trends involuntarily. If some household items are out of stock in the market, they will go to several stores to buy them. When shopping in the supermarket, women will unconsciously buy a lot of supplies, which may not be needed at that time, but are bought in advance because of discounts or other factors. For some daily necessities, goods will be hoarded in advance in a planned way, and generally there will be no broken files, showing strong consumption initiative.
(B) the realistic psychology of consumption
Now, women's work can be seen in all working classes in society. However, because women play the dual roles of family and career, the pressure from themselves and the outside world is increasing, and the burden of work and life is getting heavier and heavier. Therefore, we pay more attention to the purchase method and the practicality of the products. For example, many professional women now choose online shopping and other ways to save time and trouble, and usually like to buy fast food products or frozen products.
(C) high brand loyalty of consumption
Nowadays, most women have their own jobs, which is different from the traditional consumption concept that women are attached to their husbands and have certain economic strength to buy high-end products. At the same time, the purchase of brand-name products has a significant role in promoting the establishment of women's personal image and the consolidation of public relations, and according to the survey, many women think that brand-name products have better quality assurance. Do women compare with men when buying goods? Long love? Once you choose a brand, you will continue to pursue it. In their minds, only this product is suitable for her, so women are more willing to use the old brand when choosing goods.
(D) Comparison consumer psychology
Nowadays, most women are women with higher vocational education or above, and they have performed well in their respective posts. When female friends consume goods, they will unconsciously compare whose clothes are more suitable, or who uses a louder product brand. In their view, it is natural to think of someone with stronger economic strength and better family status, and of course they will gain more respect and envy, and they will also feel superior psychologically. Moreover, among the women in the same class, as long as whoever takes the lead in buying a certain product has a certain effect, others will follow suit.
(5) The psychological focus of consumption changes with age.
For women of different classes, the purpose and emphasis of consumption are different. Generally divided into unmarried women and married women for investigation. Unmarried women, especially young girls, are more willing to spend money on themselves and dress themselves up in fashion, and most surveys show that a large part of unmarried women's income is used for personal expenses. Married women and unmarried women are obviously different. Because they have too much sense of family responsibility and spend more on their families, husbands, children and the elderly, they will unconsciously buy goods for them and ignore themselves when shopping.
Third, the strategic adjustment of women's consumption psychology.
According to the market importance of female consumption and many psychological characteristics of female consumption, the following sales strategy suggestions are put forward:
(a) Businessmen investigate the proportion of women buying major commodities to make marketing plans.
Merchants should make eye-catching advertising language when promoting products, and pay special attention to the introduction of product functions, quality and price advantages in terms of language. Women see companies being beaten? Jumping prices? Or? 30% discount on holidays? And other marketing strategies, it is easy to form buying behavior and promote sales. For the main part of women's purchase of goods, merchants can buy goods in bulk according to their needs, thus bringing the largest profit space for merchants.
(B) Women's commodity design should pay attention to practical functions.
Nowadays, women not only have to take care of their jobs but also their families, so most women pay more attention to whether they are economical and practical when buying these goods. For example, most household necessities are used by women. These goods should pay attention to details in design, which is convenient for women to use.
(3) Make different on-site marketing plans for women of different classes and ages.
Nowadays, women, no matter what class, want to get preferential treatment from customers when buying goods, but the consumption power of women of different classes is quite different. Salesmen should carefully distinguish the consumption needs of different women when selling goods, so as to sell goods that suit them and make them feel respected. Women of different ages have different aesthetics when buying goods. Salesmen pay special attention to the color, style and effect of products when selling, and make different strategies according to their age to achieve the success of the transaction.
(d) Enterprises should pay attention to the long-term influence of female customers and make corresponding innovations.
Female customers are much faster than male customers. For example, after making them feel in some way, they will use their unique expressive force and communication power to make free publicity for businesses. However, these publicity campaigns are both effective and time-saving. Once women think that such products are excellent, they will always pay attention to them and hope to get new product effects. Merchants can not only retain the original female customers, but also gain more female consumers through them, thus laying a certain foundation for businesses to expand their business scope.
Four. conclusion
With the continuous improvement of women's knowledge level, women should be more rational in consumption, that is, strengthen rational consumption psychology. Many women are no longer satisfied with the dominant position of small commodities such as cosmetics or household items, and they are more keen to take the lead in high-quality consumer goods such as buying a house or buying a car. Men have certain advantages over women both physically and psychologically, so in the future, women's consumption should gradually strengthen the subjective judgment of personalized consumption on the basis of not losing traditional concepts.
refer to
Geng lihui. Consumer psychology [M]. Xi an: Southwestern University of Finance and Economics Press, 2004.
[2] Ping Xu. Consumer psychology course [M]. Shanghai University of Finance and Economics, 2008(2).
[3] Zhen Chen. A Study on Female Consumer Psychology [J]. South China Today (Theoretical Innovation Edition), No.8, 2008.
Female consumption psychology model II: On female consumption psychology and its behavioral characteristics Abstract With the improvement of women's economic income and social status, they have relatively strong independent consumption ability, influence and great potential. The characteristics of female consumers' pursuit of fashion and image orientation are accelerating the expansion of the consumer market.
Exhibition, promote the change of consumption structure and the improvement of consumption level, female consumers have become an important target group of enterprise market competition. "Enterprise marketing should fully understand women's consumption psychology and behavior characteristics and creatively formulate practical marketing strategies in order to win in the fierce market competition.
Keywords consumer's psychological and economic income
First, the main psychological characteristics of female consumption
(1) The psychology of loving beauty and pursuing fashion. Shakespeare once said: God created a woman's face, and the woman gave herself a face. ? The love of beauty is a woman's nature and a psychological reaction in consumption activities. All women hope that they can not only maintain their natural beauty, but also increase their cosmetic beauty through consumption activities. When they buy special goods, they often emphasize the aesthetic effect. Female consumers pay great attention to the appearance of goods. When choosing goods, they will pay great attention to the external packaging, color and artistic beauty of goods, and attach importance to the beautification of goods, the decoration of the environment and the cultivation of human spirit. The psychology of pursuing fashion and the psychology of loving beauty are two similar psychology which are integrated and interrelated. Women often take fashion as beauty, so it can also be said that the pursuit of fashion is a concrete manifestation of the psychology of loving beauty. They are often unconventional, ahead of the times and willing to walk in front of the trend of the times. In this kind of consumer groups, young and middle-aged women are more common, especially young women, such as college students. This is a kind of consumer psychology whose main purpose is to pursue the fashion trend, novelty and strangeness of commodities. What is its core? Fashion? With what? Strange? . In women's modern consumption consciousness? People have no me, people have me, and people are superior. Therefore, in people's daily life, some distinctive goods, especially some distinctive clothing goods and daily-use goods, are often very popular in a region for some reason, and become the objects that many female consumers enthusiastically buy or actively use (or wear) and pursue, and become a fashion and a consumption trend for a time.
(2) Care about the health and safety of consumption. Modern women who occupy a prominent position in consumption pay more attention to consumption, and consumer goods also pay more and more attention to the health and safety of themselves and their families. Women's buying and consuming behaviors often dominate household consumption. In most families, most of the daily consumer goods of the whole family are purchased by women in the family. Therefore, in modern society, women will attach great importance to the safety performance and health index of the selected goods. For example, in food, they like to buy green products, natural foods, low-fat, low-cholesterol and nutritious foods. For household products, they will pay more attention to their green environmental health index, such as whether the formaldehyde content exceeds the standard and whether the products have any chemical toxic and side effects.
(3) Self-esteem, vanity, seeking fame and showing off by comparison. Everyone has self-esteem and wants to be respected by others, especially female consumers. This mentality is particularly prominent among young and middle-aged women. They like to keep up with others in life, and always want to live more comfortably and appear richer than colleagues, relatives and friends. They have strong self-esteem and self-awareness, and in their daily consumption activities, they often judge themselves and others by the content and standards they buy. Women's self-esteem and self-respect are manifested in their desire for respect and recognition from salespeople when shopping. Even if this is not the case, they will still have a recognized satisfaction in the shopping process. Contemporary women, especially young and middle-aged women with high family income, like to compare with others in their lives, and usually like to make horizontal comparisons with people with the same income level and similar situation. They want to have something that others don't. By pursuing high-grade, high-quality and high-priced brand-name products, we can show our economic wealth, superior position and elegant taste, so as to gain the envy and respect of others.
(4) Convenient and affordable psychology. With the development of modern social economy, the employment rate of women is getting higher and higher, and because women play the dual roles of family and career, they have to work, study and do housework, so they hope to reduce the pressure of life and shorten the time of doing housework. Therefore, when purchasing products, the requirements for the convenience and profitability of the purchase process and product use are increasingly prominent, and they are willing to accept every new convenient consumer product (including food and daily necessities) that can reduce their housework. From the benefits of goods, some middle-aged and elderly women are generally in charge of housework and know best. Wood, rice, oil, salt, sauce, vinegar, tea? This is hard to come by. They advocate frugality, careful calculation, practicality and despise luxury. This kind of female consumer group requires that the goods they buy can bring great practical benefits, especially when purchasing basic means of subsistence.
Second, the behavior characteristics of female consumption
(1) Women are easily influenced by market atmosphere such as discounts, promotions and advertisements. Female consumers have strong emotional characteristics in the performance of personality psychology, that is, rich and delicate feelings, intense emotional changes, rich associations and fantasies. Warm advertising tips will also touch the sensitive nerves of female consumers, produce some emotions and produce irrational consumption behavior. It is easy for them to like a product immediately under the influence of emotions, and then they have a desire to buy and form irrational consumption behavior. For example, the attractive fragrance of food, the warm atmosphere of advertising, the style and color of clothing, etc. Will have a great impact on women's consumption behavior. Every time the counters in shopping malls or supermarkets are crowded, most of them are sold at special discounts. We often see that a woman who was going to buy cleaning supplies will bring back a lot of clothes.
(2) Women are prone to emotional consumption behavior. Most women are very keen on shopping, and many times when they go shopping, they can't help but buy back many things they don't need. This is mainly because women have rich feelings and strong association ability. When shopping, they often put themselves in association and imagine the pleasant scene they get after using a certain commodity. In addition, they will also associate with family members, and when buying goods for their husbands, children and parents, the emotional color of association will be stronger. In addition, a romantic commodity, an advertisement that attracts women's attention, a beautiful melody and a particularly fragrant fragrance can all become the attraction of women's buying behavior. In addition, most female consumers always regard shopping as an outlet to vent their bad feelings when they are depressed, and release themselves through a large number of purchases, and most women will not regret the price they paid for the impulse.
(3) Women's consumption behavior is easily influenced by shopping environment, atmosphere and shopping guide. If the shopping environment in shopping malls and supermarkets is elegant and comfortable, it will be more easily loved by women, especially in? Women's day? 、? Mother's day? In the creation of holiday shopping atmosphere, when merchants launch a series of holiday promotion activities with the theme of caring for women and endow products with feelings, it is easier to win the trust of women and thus produce shopping behavior. In addition, the warm and thoughtful service attitude of the shopping guide is also easy to impress the hearts of female consumers, which leads to the behavior of shopping because of enjoying the service and being friendly to people.
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