A few days ago, Horizon Research Consulting Group conducted a survey on women's consumption behavior, and the results are consistent with people's daily experience: in China, the financial power of the family is more in the hands of women, and more than 60% of married women claim that family members spend the most money from them.
In the context of the current financial crisis, nearly 60% of women said they had plans to reduce expenses. Clothing bags, dining out and jewelry have become the top three consumption items of families in China, while housing cost has become the last consumption item that families in China want to reduce.
This survey is an online survey, and the participants are mainly women and some men.
Household consumption women make up their minds
According to this survey, 24.9% of women proudly claim that they earn the most money at home, while 15. 1% of men admit that their wives earn more money at home than themselves.
Although women are not the main source of income for most families in China, they have a great say in consumption. 63.9% of married women frankly spend the most money from them every month on average.
The Investigation Report on Women's Social Status in China released by the All-China Women's Federation in September 2006 also shows that 78% of married women make decisions on family expenses and clothing purchase; When buying large-value goods, such as houses, cars and luxury goods, 23% of married women said they could make the purchase decision independently, while the remaining 77% would make the decision after consulting their spouses, but personal likes and dislikes would have a great influence on the final decision.
In the process of consumption, women have strong perceptual consumption characteristics, and the influence of "discount" and "emotion" on women's consumption is obviously higher than that of men: 28.9% of women admit that they are easy to consume when they encounter promotional activities; 27.3% of women admit that emotions will affect their consumption behavior, which is 9.7 and 6.8 percentage points higher than that of men. Men's spending is more determined by their bulging wallets, and 46.7% of men are the easiest to spend when they just pay the completion capital or bonus.
I would rather eat badly than live badly.
Affected by the financial crisis, the consumer confidence index of China residents fell to the lowest point since 2004. In this survey, 14.8% of women are worried about being laid off in the coming year.
Women's spending has also been adjusted accordingly. 56.7% of women have plans to reduce family expenses. Nearly 90% of those who have such plans choose to start their own businesses. Consumer goods with greater flexibility have become the first choice for people to cut expenses. Among them, women are more inclined to cut back on clothing bags, eating out and jewelry. Among the women who plan to reduce their household expenses, 56.2%, 54.5% and 47.6% chose these three items respectively.
For men, compressed consumption mainly focuses on eating out and entertainment, with 59.4% and 52.8% of men choosing these two items respectively.
Surprisingly, both men and women show that housing expenditure is the last consumption item they want to reduce, and only 7. 1% and 4.4% of men and women choose to reduce housing costs respectively. It seems reasonable for a real estate tycoon to call housing consumption rigid demand, so it is not difficult to understand the recent "xiaoyangchun" of the property market.