Consumer psychology studies show that consumers have co […]
Consumer psychology studies show that consumers have complex psychological activities before and after purchasing goods, and differences in age, gender, occupation, ethnicity, education level, social environment, etc., differentiate many different consumer groups and their differences. The same consumer psychology features. According to the results of surveys conducted by the Chinese Social Survey Agency (SSIC) in recent years regarding the consumer psychology, the general characteristics of consumer psychology can be summarized as follows:
1, realistic psychology
The main consumer psychology of most consumers in the consumption process is the fact that they are realistic. They believe that the actual utility of the goods is the most important. They hope that the products are easy to use, cheap, and are not deliberately pursuing the appearance of appearance and novel styles. The consumer groups that hold the truth-seeking psychology are mainly mature consumers, Plastic Boxes, housewives, and elderly consumer groups.
2, seeking beauty psychology
Consumers with a certain degree of economic affordability generally have the psychology of seeking beauty, pay attention to the shape of the product itself and external packaging, and pay more attention to the artistic value of the product. The consumer groups that hold the psychology of seeking beauty are mainly young people and intellectuals, and the proportion of women in such groups is as high as 75.3%. In terms of product categories, the packaging of jewelry, cosmetics, clothing, handicrafts and gifts needs to pay more attention to the performance of aesthetic values and psychology.
3, seeking differences
The consumer groups that hold the psychology of seeking differences are mainly young people under the age of 35. This category of consumer groups believes that the style of goods and packaging is extremely important. It is novel, unique, and personal. That means that the shape, color, and graphics of the packaging are more fashionable and more avant-garde. However, the value and price of the goods are not very high. care. In this consumer group, juvenile children and young children occupy a considerable proportion, for them sometimes the packaging of the product is more important than the product itself. For this group of non-negligible consumer groups, their packaging design should highlight the characteristics of "novelty" to meet their psychological needs for differences.