1. The number of female consumers is huge, accounting for the vast majority of the total consumption of the whole society. According to statistics, female consumers account for 48.7% of the national population, and young and middle-aged women who have great influence on consumption activities, that is, women aged 20-55, account for 2 1% of the total population. The large number of female consumers is the main body of most purchase behaviors. If you count the number of actual buyers and purchase decision makers, this ratio will be higher. Because they play multiple roles such as daughter, wife, mother and housewife. They not only buy necessary goods for themselves, but also are the main buyers of most children's products, old-age products and household products. Therefore, manufacturers of related products should realize that although women are not users of enterprise products, they are actual buyers of products or important people who have the decision-making power on purchasing behavior. Women have absolute decision-making power in purchasing daily necessities, and also have great suggestion power in buying houses, decorating homes and buying private cars. There are not a few families where women are the masters. As long as the merchants touch the hearts of female consumers, they will occupy a larger market share.

2. Female consumers have great influence. Women usually have strong expressive, infectious and communication skills, and are good at influencing other consumers around them by persuading, suggesting and transmitting information. Female consumers will take their satisfaction with the products they buy and the satisfactory service experience they get as their boasting capital, and take every opportunity to preach to others to prove that they have vision or shrewdness. On the contrary, women's shopping decisions are more easily influenced by other consumers' experiences. This feature determines that women are the disseminators and receivers of word-of-mouth, and some products can achieve the effect that ordinary advertisements can't. However, success is also word of mouth, and failure is also word of mouth. Only excellent quality can maintain the loyalty of female consumers. According to foreign surveys, usually only 4% customers who are dissatisfied with products and services will tell the company directly, and 25% customers who do not complain have serious problems; 4% customers who complain are more likely to continue buying than 96% customers who don't complain; If the problem is solved, 60% of those complaining customers will continue to buy, and if it is solved as soon as possible, this proportion will rise to 95%; Dissatisfied customers will tell their experiences to 10 ~ 20 people; The customer whose complaint is resolved will tell his/her experience to five people. Most of them will report their complaints to products or service providers, so the feedback and reputation of female customers are very important. Merchants must win the favor of women in order to win the favor of the market.

Consumer psychological characteristics of female consumers

1. Pay attention to the appearance and emotional factors of goods. When shopping, especially when buying daily necessities and household appliances, male consumers pay more attention to the basic functions and practical utility of commodities, and have strong rational control ability when buying large and expensive commodities; However, female consumers attach great importance to the appearance and modeling of goods, especially the emotional factors expressed in them, which often lead to purchase motives under the influence of emotional factors. The implication of commodity brand, the association of style and color, the aesthetic feeling brought by commodity modeling or the warm feeling formed by environmental atmosphere can all be the purchasing motives of female consumers, and sometimes they are impulsive buying behaviors. The environment of shopping places, the explanation and persuasion of promoters will greatly affect the purchase of female consumers, and sometimes even change their previous consumption decisions to make them buy promotional products.

2. Pay attention to the practicality and detail design of goods. Female consumers have delicate minds and pursue perfection. They mainly buy daily necessities and decorations, such as clothes, shoes and hats. Therefore, they pay more attention to the details of goods than men, usually spend more time comparing different products from different manufacturers and pay more attention to the specific benefits brought by goods. At present, the same product specific performance, the same performance specific price, the comparative service at the same price, and even some small promotional gifts and the enthusiastic attitude of service personnel will affect the purchase decision of female consumers. This requires businesses to be perfect in the details of products and avoid obvious defects.

3. Pay attention to the convenience of goods and the creativity of life. At present, the employment rate of young and middle-aged women in China is relatively high, which is higher in cities than in rural areas. They have to work and do housework, so they are eager to reduce the amount of housework, shorten the housework time and have a better entertainment and rest. To this end, they demand more convenience for daily consumer goods and main and non-staple foods. New convenience consumer goods will induce female consumers to try first, and creative things will make female consumers full of enthusiasm to show their unique personality.

Changes in the sex consumption market

The female consumer market is a vast market with great potential. According to the statistics of the third census, there are 480 million female consumers in China, accounting for 48.7% of the national population, among which young and middle-aged women, that is, women aged 20- 50, account for about 2 1% of the total population. The number of female consumers is not only huge, but also plays a particularly important role in purchasing activities. They not only make purchasing decisions on the consumer goods they need, but also assume many roles in the family, such as mother, daughter, wife, housewife and so on. So they are also the buyers of most children's products, old-age products, men's products and household products. With the change of women's world, the corresponding female consumption market has also changed.

First of all, "feeling" good goods and services came into being. Different from men, women pay more attention to "aesthetic feeling" when buying goods, and are easily influenced by feelings, which leads to buying behavior. More and more women demand "self-expression" and "life taste". Goods and magazines that can bring dreams are bound to sell well among women. Young women who are usually lively and enthusiastic about their work like to buy "warm" and "lovely" goods. When it comes to women's independence today, in the private world, women still continue to dream childish dreams. In addition to idol goods and fantasy goods, buying "cute" cafes, grocery stores and boutiques will also be welcomed by women.

Secondly, the packaging trend in the performance era is coming, and women's desire to buy is mostly influenced by intuitive feelings, so they pay more attention to design, especially packaging. Old-fashioned packaging no longer attracts them, and they prefer packaging that expresses personality and interest.

Third, the bonus reappears the new trend. On the one hand, some women will spend hundreds of dollars to buy a fashionable dress, on the other hand, they will bargain and haggle over every ounce when buying food in the market. It can be seen that women care about a small number of low-grade products, but think that high-grade products are high in price and good in quality. Bonuses cater to female psychology. For example, the marketing strategies of the two stores are different, one is low price, and the other is high price with bonus. It is very likely that women think that the high price must be good and the bonus is more attractive to them when they have no time and ability to compare the quality of the two products. There is also a form of bonus called first purchase and then purchase; Customers who buy a certain commodity can buy other gifts at a price lower than the market price. For picky female consumers, they can choose what they want again.

Fourth, professional women tend to be commercialized. The emergence of women's business bags is a representative. Women, like men, must carry work documents and materials, but in the past, women used bags; Almost all of them are beautiful handbags for cosmetics and small things, or big handbags with little function. Now handbag manufacturers have produced commercial handbags suitable for women. They can not only hold a lot of documents, but also attach a lot of small bags for women to put cosmetics and small things. It is not difficult to see that manufacturers pay attention to the painstaking efforts of functionality and fashion, just because the target group is professional women with personality. Similar products include women's BP machines, women's motorcycles and so on.

Marketing strategy for female consumers

Because of the special position and role of women in consumption activities, their unique consumption psychology and characteristics have been formed. Manufacturers should pay full attention to this huge issue and improve production and management according to women's characteristics, so as to attract and maintain female customers and bring endless business opportunities to enterprises.

1. Pay attention to the emotional changes of female consumers in on-site promotion activities. Men pay more attention to the knowledge and skills of service personnel, while women are also sensitive to attitudes. Even a casual action of the service staff, an impatient remark and a contemptuous look will ruin the previous product promotion achievements. Female consumers have strong self-awareness and self-esteem, which is manifested in their buying behavior, like to evaluate goods, and like to analyze and evaluate goods according to their hobbies and standards. After buying it, they always want to hear compliments from others. Marketers should pay attention to the artistry of language expression, respect the self-esteem of female consumers and praise their choices in order to win their psychological satisfaction.

2. Women's clothing design should pay attention to details and appearance, reflecting fashion and popularity. Women's reaction to life style is faster than men's, and women's aesthetics affect the trend of social consumption. Since ancient times, women's aesthetics have been sharper than men's. Professional women in modern society are always full of enthusiasm for new and creative things in life. Young women's emotions and sensibility dominate fashion; Women not only love beauty themselves, but also pay attention to the image of their husbands, children and families. The popularity of commodities mostly changes with the change of women's aesthetic standards. Now, with the help of the trend, merchants also stimulate female consumers' desire to buy by changing the fashion styles of their products every year. Because women can't bear to fall behind the fashion trend, and the general female consumers' judgment on fashion is what new styles merchants introduce and what others wear, that is, they have serious conformity psychology. In this regard, star advertisements have played a great role in instigating, and famous people as product image spokespersons will also significantly promote product sales.

3. Take various promotional activities to cater to price-sensitive female consumers. It is an important way to open up the female consumer market by adopting appropriate sales promotion means to improve female consumers' goodwill towards enterprises and their products. The influence of price on women is far greater than that on men. Generally speaking, women can rarely resist the temptation to cut prices. The vast majority of bargaining in the market are female consumers. On the one hand, women are more patient because of their frugal nature. On the other hand, because most women in the family hold the economic power, they directly control the daily expenses of the family. Men "open source" and women "cut expenditure", which is the financial management method of most families. On the one hand, some women will spend hundreds or thousands of dollars on a fashionable suit. On the other hand, they will bargain for a few dollars or cents when they buy food in the market. It can be seen that women care about a small number of low-grade products, but think that high-grade products are high in price and good in quality. Bonuses cater to female psychology. For example, the marketing strategies of the two stores are different: one is low-priced, and the other is high-priced but has bonuses; It is likely that when women have no time or ability to compare the quality of two goods, they think that the high-priced quality must be good and the gift is more attractive to them.

In view of the importance and changes of female consumer psychology to the whole consumer market, enterprises should pay special attention to the psychological characteristics and changing trends of modern female consumers and take corresponding measures when formulating marketing mix strategies. For example, the window layout of enterprises should pay attention to a clear and warm atmosphere; The design, color and style of goods should pay attention to inducing women's emotions; It should be novel, unique, timely and convenient in terms of commodity packaging and management methods. It is better to publicize the quality and performance of a commodity to female consumers than to publicize the benefits and specific benefits of a commodity. It can be seen that as long as we can pay close attention to the female world, study and understand the purchasing motivation and demand of female consumers and the psychological activity process of decision-making, we can grasp the new opportunities in the female consumer market and the changes and development trends of the whole consumer market at any time, and enterprises can take the initiative to make the image of their products fit the impression of consumers, and through strong sales demand, potential consumers will be transformed into actual consumers, and the market prospect will be broad.