First, college students' pure impulse consumption psychology.
Pure impulse consumption refers to the whole process that consumers don't want to buy before making a consumption decision, without analyzing the problem, collecting information, choosing a plan and behavior after buying. Completely out of the "whim" of consumers. Impulse consumption is also particularly in line with college students' personality characteristics, and they will not consider too many factors if they want to buy it.
This is also the most common problem that causes college students' impulsive consumption. We divide the consumption decision-making process of college students into six types: perfect, value-conscious, brand-conscious, fashion-conscious, time-saving and information-obsessed.
1, perfect type. This kind of consumers are very concerned about the quality and use function of goods, and have high expectations for goods. College students pay great attention to its performance, appearance, power consumption, memory and so on when buying notebook computers, and pursue perfection in all aspects.
2. Value perception. In order to pursue the maximum value of money, such consumers often compare the prices of many commodities, and finally think that the most reasonable commodity will be purchased. When college students shop in a physical store and find it expensive, they will choose to buy it on Taobao or find a purchasing agent.
3. Brand awareness. This kind of consumers will buy goods with high brand awareness and high price, and pursue international brands, thinking that the higher the price, the higher the quality of the goods, and vice versa. There will be some college students who have a fanatical pursuit of a certain brand and a certain brand loyalty, and will buy their brand products.
4. Fashion perception. This kind of consumers pursue fashionable and novel goods and think they can get happiness and passion from them. There is a common phenomenon of "following the trend" among college students, which has certain star factors. If you like a star, you may buy clothes or used items worn by the star.
5. Save time. Some college students who don't like shopping, when shopping, will not waste too much time on the comparison of goods, and may not spend too much time considering the cost performance of products, so they will quickly complete the purchase decision.
Second, stimulate the consumption psychology of impulsive college students.
1, preferential activities. Discount is a low-cost way for merchants to promote sales and give consumers a seemingly satisfying demand. In fact, it is a means for businesses to achieve high profits. This method is most likely to stimulate college students to form impulsive buying behavior. The lower the discount price given by merchants, the more impulsive consumers will be.
2. Consumption environment. The background music played in shopping malls will bring consumers a relaxed and happy mood, and will also cause impulsive consumption behavior. In cafes, fast food restaurants and other places, under the influence of light music and classical music, decoration and light music, you can't help ordering a cup of coffee for consumption.
3. advertising. Posters, billboards, etc. Stick it in the mall. College students have formed an unsatisfied demand for a certain commodity before shopping. When they see some products or merchants' promotion methods, they are stimulated to meet their own consumption needs.
Third, plan the consumption psychology of impulsive college students.
Planned impulse consumption refers to the demand for a certain commodity before consumption, but there is an obvious difference between planned impulse consumption and pure impulse consumption and stimulating impulse consumption: consumers plan to buy a certain commodity in advance, but they are attracted by limited-time discount, discount, profit-making sales and other commodities, and then consumers have the desire to buy other commodities.
Here, we subdivide the consumption psychology of college students who plan impulsive consumption, namely, the psychology of seeking sincerity, novelty, social psychology and conformity psychology.
1, sincere psychology. The biggest difference between college students' consumer groups and other consumer groups is that college students actually don't spend much on expensive goods, and they are more vulnerable to discounts and impulsive consumption, especially in the field of online shopping.
2. curiosity. College students tend to be diversified in contact with information, only seeking novelty, and are particularly interested in products that they are interested in or curious about, which is easy to cause impulsive consumption. Many college students buy goods not only because of its price, quality and other factors, but also because of packaging.
3. Social psychology. In this learning environment, college students will meet many people, especially their classmates. Some students from better families often buy expensive brand-name items, and some college students will certainly feel envious, and then they will have the psychology and behavior of keeping up with the joneses, and often make impulsive purchases for social activities.
4. herd mentality. Take the dormitory as an example: many things used by roommates are well evaluated and really convenient to use, so people may follow suit or recommend products by friends around them. For example, online shopping for college students attaches great importance to the favorable rate, which is the buyer show. If everyone agrees, they will buy it.
Fourth, the influencing factors
1, commodity price factor. The lower the commodity price, the easier it is for consumers to consume impulsively. On the contrary, the higher the commodity price, the lower the consumer's attention. College students' economy comes from their parents and their money is limited. Faced with relatively low-priced goods, it is easy to make impulse purchases.
Although college students can't afford high-priced goods for the time being, JD.COM's payment methods, such as flowers and white bars, also enable high-priced goods to circulate in the college students' market.
2. Customer factors. Consumers' mood fluctuates greatly and will change with the change of surrounding environment. This kind of people often have strong interest and curiosity about new products, and are easily attracted by advertising, promotion and other promotional means. At the same time, I will choose to buy goods according to my hobbies, and I will choose to buy goods because of their packaging and appearance.
College students lack consideration in self-control ability. They often don't think too much about their favorite products, nor do they think too much about whether my purchase of these products will lead to insufficient basic expenses. This process is also the result that reason is defeated by emotion. College students may have some plans to spend money reasonably.
But because of the influence of my roommates and classmates around me, I have to give myself an impulse. Female college students are no exception. When they are in a bad mood, they often take extreme actions and go shopping in the mall to calm their emotions. Or when you are in a happy mood, because you have achieved something, you will be unable to control your behavior and have impulsive consumption.
3. Reference group. Accompanied by good friends, consumers will be influenced by friends around them and spend impulsively. I will change my consumption decision because of a friend's words. People tend to cause irrational consumption behavior when shopping in groups. College students' group shopping is prone to group pressure and herd mentality, and it is easy to buy goods recommended by friends.
In this vague state, consumers often listen to other people's purchase suggestions, thus ignoring their own judgments.
4. Economic factors. With the improvement and development of living standards, unplanned purchases often occur, because people's living standards have improved and they have a certain economic ability. When consumers' free use of property is restricted, under normal circumstances, they will not spend impulsively. On the contrary, consumers are less inclined to spend on impulse.
However, it will not affect the purchase decision. Some consumers may not consider the problem of funds very much, or simply want to buy this thing, that is, impulsive consumption.
5. Other factors. Factors that may affect consumers' impulse purchase include environmental factors, promotion factors, product nature factors, popularity factors and so on. Among them, environmental factors and promotion factors are from the point of view of merchants, in order to stimulate customers' stay in the store and stimulate customers' buying behavior to the maximum extent.
Through the decoration of the business premises, the promotional information that arouses consumers' desire to buy is released to arouse customers' interest. The factor of product nature and popularity is the enjoyment of the product itself, which enables consumers to obtain other functions besides the use function by purchasing the product.