Age group going to the shopping mall
Publish: 2021-04-16 22:52:16
1. The shopping mall feels better and more standardized.
2. In fact, women of different ages have less interest in shopping before the age of 15 and after the age of 60
3. Take a look at the following, although they are excerpts, but not from one! It should help you! I study business administration! Research on shopping mall model and consumer psychology
! Should belong to the category of marketing! The topic of this paper is well chosen! As long as you grasp the consumer's purchase behavior, purchase decision, purchase idea, purchase habit and so on... It should be in the category of consumer's purchase psychology! Read more marketing books for yourself
the rules of psychological activities and indivial psychological characteristics in daily purchasing behavior. Consumer psychology is an integral part of consumer economics. For consumers, studying consumption psychology can improve consumption efficiency; For the operators, it can improve the operating efficiency<
the performance of consumer psychology in all kinds of people and all age groups
according to the survey statistics completed by the Institute of public opinion of Renmin University of China, all kinds of people and all age groups have the following psychological characteristics:
women love to spend money: 12.4% of women spend money very carefully, 49.8% of women spend money more carefully, 20.7% of women spend money less carefully, 2.9% of women spend money very carelessly, Not necessarily 14.2%
the older the age, the tighter the hand: consumers over 40 spend more carefully, and the older the age, the more careful they are. Among them, consumers over the age of 60 are almost "very careful". Comparatively speaking, consumers aged 20-29 are the least careful in spending money
the higher the ecation level, the higher the position, the less careful spending: Generally speaking, people with college degree or above are more "generous" in consumption, while those with high school ecation level or below are "more careful". From the perspective of occupation and identity characteristics of consumers, retired workers are the most expensive, followed by farmers, soldiers, enterprise workers, science, ecation, culture and health personnel. Private owners, self-employed workers, enterprise managers and college students are the least careful in spending money
today's top ten consumer psychology trends: seeking truth, seeking honesty, seeking beauty, honor, comfort, safety, competitiveness, curiosity, good ruffian. Realism, comfort and safety reflect the basic requirements of consumers for ideal goods, and to attract the attention of high consumption groups, efforts should be made in the aspects of beauty, novelty and novelty
consumers "look at Facebook" when shopping: young saleswomen are popular with customers when they buy Fashion and cosmetics, not only because they are more knowledgeable, but also because they can demonstrate on the spot. Young male salesmen are more popular when buying household appliances. Most consumers think that young men should be proficient in electrical appliances and have strong hands-on ability
in addition, middle-aged saleswomen are most trusted by consumers because of their rich life experience, friendly temperament and attention to dealing with people. When people buy children's clothes, food and other daily necessities, they all like to ask them to be assistants. Moreover, their overall service attitude is good. Therefore, many consumers choose to go to the store to find a "business sister-in-law". Shanghainese are looking for "law teachers" when they buy silk, tea, jewelry and other goods. People believe that they have the ability to identify the authenticity of goods and the quality of goods
motivation analysis of consumer psychology and corporate coping strategies
performance of consumer psychology in consumer activities: consumers' activities in the process of purchasing, using and consuming various consumer goods are subtly affected by consumer psychology
(1) consumers' perception of the external world begins with their perception, such as vision, smell, hearing, touch, taste and so on. For the same proct, because of slight difference in color or packaging, consumers may buy it at a glance, or ignore it after a glance. This is the psychological function of feeling in the first impression
(2) the performance of consumers' personality in consumption activities. Consumers have different personalities e to different ages, abilities and interests. The old people pay attention to the low price, good quality and practicality of the goods, and pay attention to the rability; Young people are relatively flexible, pay attention to the appearance of goods, pay attention to personalization and fashion; Some first rich tycoons pursue high-grade goods and pay attention to famous brands
(3) motivation analysis of consumer psychology motivation is the internal driving force for people to engage in certain behavioral activities, and consumers' purchasing activities are driven by motivation. In the past, e to the relationship between economic income and consumption level, Chinese consumers paid more attention to the motivation of seeking truth and honesty. When purchasing goods, we should pay special attention to the actual utility of the goods, pay attention to the economy and rability, and do not excessively require the appearance of the goods to be beautiful and novel. In recent years, the living standard of our people has been graally improved, and the material needs have been basically met. The fashionable and novel motive of pursuing commodities, the thrilling and unusual motive of pursuing commodities, and the aesthetic motive of paying attention to the plastic beauty and artistic beauty of commodities have occupied an important position in today's consumer psychology. In addition, it also has the convenience motive of saving time and labor, and convenient use and maintenance; The pursuit of manufacturers trust, commodity grade of the name motive; The motivation to compete with others; The herd motivation of consumption for belonging to a certain group; The imitation motivation of love and worship. They interact and influence each other, which makes consumers' shopping behavior complex and diverse
therefore, enterprises should correctly analyze and understand consumers' purchase motivation. Consumers are the main body of the market. The analysis of consumers' purchase motivation is to meet the needs of customers and is the basis for the development of the market. The so-called correct analysis means that consumers' purchase motives are various, and enterprises must analyze and study their purchase motives from the perspective of psychology on the basis of market research. Consumer psychology believes that customers' purchase motivation can be divided into emotional motivation, rational motivation and patronage motivation. Emotional motivation is divided into emotional motivation and emotional motivation. Emotional motivation is impulsive, that is, uncertainty and instability; Emotional motivation is the reflection of consumers' mental outlook and has stability. Rational motivation is the result of understanding, analyzing and comparing commodities, which is objective and thorough. Patronage motivation is the special trust and preference of customers to a particular store, manufacturer or brand. It is the combination of emotional motivation and rational motivation
then, in the face of different consumption motives, what corresponding strategies should enterprises adopt:
first, proct manufacturing links
(1) strictly control the quality. After all, people come to buy convenient and useful goods, not trouble. No matter how the trend changes, quality is the eternal theme of goods. If a commodity wants to occupy the market of a certain kind of commodity, quality is its core competitiveness. This requires enterprises not to relax proct research and development, and constantly improve quality, in order to remain invincible for a long time
(2) paying attention to proct image design, instrial design plays an increasingly important role in the development of high-tech instry. In the development of high-tech instry, technological innovation is regarded as the first competition, while instrial design innovation of procts is the second competition. The current trend is that the time interval between two competitions is getting shorter and shorter. Many large international enterprises develop technology and instrial design in parallel under the long-term market strategy. When they launch procts, they have become mature procts in the market in terms of application form and proct appearance. It is urgent to change the current situation of weak instrial design and crude procts. We need beautiful instrial design to reflect our scientific and technological progress, cultural connotation, humanistic care and concern for the environment. Only in this way can our procts have lasting domestic and international market competitiveness< (3) proction and proction of personalized goods
Ernest dist, a famous American psychologist and founder of new marketing theory, points out that consumers first observe goods with their eyes, then deepen their impression in their minds, and try to understand what kind of goods they see mean to them. Modern consumers buy a commodity not only for the physical function and utility of the commodity, but also for the right of the commodity. They hope to get a series of psychological satisfaction and pleasure through the purchase of the commodity. The outstanding personality of the commodity can satisfy people's desire. Goods and services that embody the concept of self and satisfy the feeling of "self" are very popular. The successful example of Melville gopler shoemaking company in the United States is the best illustration of this theory. The company's procts are sold all over the world, with annual sales of $2 billion. Its success is not only e to its high quality and low price, but also e to the fact that Francis Lee, the leader of the company, paid attention to the study of consumer psychology and made every pair of shoes full of human feelings and distinctive personality. Norley believes that today's American society has developed into a period of economic prosperity. People's purpose of buying shoes is no longer just to protect themselves from the cold and feet, but to show their personality and living standards. Only by making shoes have different personalities and emotions like actors and constantly taking part in performances on the social stage with their unique image can they attract a large number of audiences with their unique charm, In order to promote the sales of shoes. Based on this concept, in the process of shoe design and proction, they endowed shoes with different emotional colors, such as "male emotion", "Female Emotion", "elegant feeling", "wild sexy", etc. these emotional forms have unique styles and harmonious colors; There are differences between simplicity and complexity, as well as differences between thick and thin. These "emotional shoes" with different characteristics are widely publicized in different consumption levels to meet the needs of different customers. In addition, they also gave each pair of shoes a strange name, such as "laugh", "anger", "swing dance", just like living objects, refreshing and memorable. The proction of a variety of emotional shoes and the distinctive personality of each pair of shoes has brought continuous sales climax to gopler. Thus it can be seen that the commodities showing emotional needs, showing self assertion and flaunting self existence are more and more favored by the majority of consumers, and the distinctive personality characteristics will become an important magic weapon for commodities to win the market opportunity< (1) shopping environment shopping environment refers to the internal and external environment of a specific store. The impact on consumer behavior is very important, but also an important means of business competition. Nowadays, Chinese consumers are not only satisfied with the pursuit of tangible material, but also pay attention to the pursuit of psychological pleasure, spiritual satisfaction and aesthetic feeling. When shopping, they will make a preliminary judgment on everything inside and outside the store, including signs, shelves, goods, salesperson's appearance, etc. The satisfaction brought by clean and tidy layout, elegant and soothing music, convenient shopping facilities and fast settlement methods has directly affected people's shopping behavior
(2) proct innovation should be in line with consumer psychology. Whether the design and launch of new procts can be accepted and loved by consumers depends not only on the unique advantages of the procts themselves, but also on a series of psychological characteristics such as the hobbies and needs of the groups. For example, today's young people have the characteristics of pursuing unique style and convenient leisure. Many enterprises have developed and designed fashionable fashion watches, backpacks, casual sportswear, light and rable sports shoes... Striving for diversification and avoiding "Popularization" has become the shopping concept of many young people
(3) brand strategy
! Should belong to the category of marketing! The topic of this paper is well chosen! As long as you grasp the consumer's purchase behavior, purchase decision, purchase idea, purchase habit and so on... It should be in the category of consumer's purchase psychology! Read more marketing books for yourself
the rules of psychological activities and indivial psychological characteristics in daily purchasing behavior. Consumer psychology is an integral part of consumer economics. For consumers, studying consumption psychology can improve consumption efficiency; For the operators, it can improve the operating efficiency<
the performance of consumer psychology in all kinds of people and all age groups
according to the survey statistics completed by the Institute of public opinion of Renmin University of China, all kinds of people and all age groups have the following psychological characteristics:
women love to spend money: 12.4% of women spend money very carefully, 49.8% of women spend money more carefully, 20.7% of women spend money less carefully, 2.9% of women spend money very carelessly, Not necessarily 14.2%
the older the age, the tighter the hand: consumers over 40 spend more carefully, and the older the age, the more careful they are. Among them, consumers over the age of 60 are almost "very careful". Comparatively speaking, consumers aged 20-29 are the least careful in spending money
the higher the ecation level, the higher the position, the less careful spending: Generally speaking, people with college degree or above are more "generous" in consumption, while those with high school ecation level or below are "more careful". From the perspective of occupation and identity characteristics of consumers, retired workers are the most expensive, followed by farmers, soldiers, enterprise workers, science, ecation, culture and health personnel. Private owners, self-employed workers, enterprise managers and college students are the least careful in spending money
today's top ten consumer psychology trends: seeking truth, seeking honesty, seeking beauty, honor, comfort, safety, competitiveness, curiosity, good ruffian. Realism, comfort and safety reflect the basic requirements of consumers for ideal goods, and to attract the attention of high consumption groups, efforts should be made in the aspects of beauty, novelty and novelty
consumers "look at Facebook" when shopping: young saleswomen are popular with customers when they buy Fashion and cosmetics, not only because they are more knowledgeable, but also because they can demonstrate on the spot. Young male salesmen are more popular when buying household appliances. Most consumers think that young men should be proficient in electrical appliances and have strong hands-on ability
in addition, middle-aged saleswomen are most trusted by consumers because of their rich life experience, friendly temperament and attention to dealing with people. When people buy children's clothes, food and other daily necessities, they all like to ask them to be assistants. Moreover, their overall service attitude is good. Therefore, many consumers choose to go to the store to find a "business sister-in-law". Shanghainese are looking for "law teachers" when they buy silk, tea, jewelry and other goods. People believe that they have the ability to identify the authenticity of goods and the quality of goods
motivation analysis of consumer psychology and corporate coping strategies
performance of consumer psychology in consumer activities: consumers' activities in the process of purchasing, using and consuming various consumer goods are subtly affected by consumer psychology
(1) consumers' perception of the external world begins with their perception, such as vision, smell, hearing, touch, taste and so on. For the same proct, because of slight difference in color or packaging, consumers may buy it at a glance, or ignore it after a glance. This is the psychological function of feeling in the first impression
(2) the performance of consumers' personality in consumption activities. Consumers have different personalities e to different ages, abilities and interests. The old people pay attention to the low price, good quality and practicality of the goods, and pay attention to the rability; Young people are relatively flexible, pay attention to the appearance of goods, pay attention to personalization and fashion; Some first rich tycoons pursue high-grade goods and pay attention to famous brands
(3) motivation analysis of consumer psychology motivation is the internal driving force for people to engage in certain behavioral activities, and consumers' purchasing activities are driven by motivation. In the past, e to the relationship between economic income and consumption level, Chinese consumers paid more attention to the motivation of seeking truth and honesty. When purchasing goods, we should pay special attention to the actual utility of the goods, pay attention to the economy and rability, and do not excessively require the appearance of the goods to be beautiful and novel. In recent years, the living standard of our people has been graally improved, and the material needs have been basically met. The fashionable and novel motive of pursuing commodities, the thrilling and unusual motive of pursuing commodities, and the aesthetic motive of paying attention to the plastic beauty and artistic beauty of commodities have occupied an important position in today's consumer psychology. In addition, it also has the convenience motive of saving time and labor, and convenient use and maintenance; The pursuit of manufacturers trust, commodity grade of the name motive; The motivation to compete with others; The herd motivation of consumption for belonging to a certain group; The imitation motivation of love and worship. They interact and influence each other, which makes consumers' shopping behavior complex and diverse
therefore, enterprises should correctly analyze and understand consumers' purchase motivation. Consumers are the main body of the market. The analysis of consumers' purchase motivation is to meet the needs of customers and is the basis for the development of the market. The so-called correct analysis means that consumers' purchase motives are various, and enterprises must analyze and study their purchase motives from the perspective of psychology on the basis of market research. Consumer psychology believes that customers' purchase motivation can be divided into emotional motivation, rational motivation and patronage motivation. Emotional motivation is divided into emotional motivation and emotional motivation. Emotional motivation is impulsive, that is, uncertainty and instability; Emotional motivation is the reflection of consumers' mental outlook and has stability. Rational motivation is the result of understanding, analyzing and comparing commodities, which is objective and thorough. Patronage motivation is the special trust and preference of customers to a particular store, manufacturer or brand. It is the combination of emotional motivation and rational motivation
then, in the face of different consumption motives, what corresponding strategies should enterprises adopt:
first, proct manufacturing links
(1) strictly control the quality. After all, people come to buy convenient and useful goods, not trouble. No matter how the trend changes, quality is the eternal theme of goods. If a commodity wants to occupy the market of a certain kind of commodity, quality is its core competitiveness. This requires enterprises not to relax proct research and development, and constantly improve quality, in order to remain invincible for a long time
(2) paying attention to proct image design, instrial design plays an increasingly important role in the development of high-tech instry. In the development of high-tech instry, technological innovation is regarded as the first competition, while instrial design innovation of procts is the second competition. The current trend is that the time interval between two competitions is getting shorter and shorter. Many large international enterprises develop technology and instrial design in parallel under the long-term market strategy. When they launch procts, they have become mature procts in the market in terms of application form and proct appearance. It is urgent to change the current situation of weak instrial design and crude procts. We need beautiful instrial design to reflect our scientific and technological progress, cultural connotation, humanistic care and concern for the environment. Only in this way can our procts have lasting domestic and international market competitiveness< (3) proction and proction of personalized goods
Ernest dist, a famous American psychologist and founder of new marketing theory, points out that consumers first observe goods with their eyes, then deepen their impression in their minds, and try to understand what kind of goods they see mean to them. Modern consumers buy a commodity not only for the physical function and utility of the commodity, but also for the right of the commodity. They hope to get a series of psychological satisfaction and pleasure through the purchase of the commodity. The outstanding personality of the commodity can satisfy people's desire. Goods and services that embody the concept of self and satisfy the feeling of "self" are very popular. The successful example of Melville gopler shoemaking company in the United States is the best illustration of this theory. The company's procts are sold all over the world, with annual sales of $2 billion. Its success is not only e to its high quality and low price, but also e to the fact that Francis Lee, the leader of the company, paid attention to the study of consumer psychology and made every pair of shoes full of human feelings and distinctive personality. Norley believes that today's American society has developed into a period of economic prosperity. People's purpose of buying shoes is no longer just to protect themselves from the cold and feet, but to show their personality and living standards. Only by making shoes have different personalities and emotions like actors and constantly taking part in performances on the social stage with their unique image can they attract a large number of audiences with their unique charm, In order to promote the sales of shoes. Based on this concept, in the process of shoe design and proction, they endowed shoes with different emotional colors, such as "male emotion", "Female Emotion", "elegant feeling", "wild sexy", etc. these emotional forms have unique styles and harmonious colors; There are differences between simplicity and complexity, as well as differences between thick and thin. These "emotional shoes" with different characteristics are widely publicized in different consumption levels to meet the needs of different customers. In addition, they also gave each pair of shoes a strange name, such as "laugh", "anger", "swing dance", just like living objects, refreshing and memorable. The proction of a variety of emotional shoes and the distinctive personality of each pair of shoes has brought continuous sales climax to gopler. Thus it can be seen that the commodities showing emotional needs, showing self assertion and flaunting self existence are more and more favored by the majority of consumers, and the distinctive personality characteristics will become an important magic weapon for commodities to win the market opportunity< (1) shopping environment shopping environment refers to the internal and external environment of a specific store. The impact on consumer behavior is very important, but also an important means of business competition. Nowadays, Chinese consumers are not only satisfied with the pursuit of tangible material, but also pay attention to the pursuit of psychological pleasure, spiritual satisfaction and aesthetic feeling. When shopping, they will make a preliminary judgment on everything inside and outside the store, including signs, shelves, goods, salesperson's appearance, etc. The satisfaction brought by clean and tidy layout, elegant and soothing music, convenient shopping facilities and fast settlement methods has directly affected people's shopping behavior
(2) proct innovation should be in line with consumer psychology. Whether the design and launch of new procts can be accepted and loved by consumers depends not only on the unique advantages of the procts themselves, but also on a series of psychological characteristics such as the hobbies and needs of the groups. For example, today's young people have the characteristics of pursuing unique style and convenient leisure. Many enterprises have developed and designed fashionable fashion watches, backpacks, casual sportswear, light and rable sports shoes... Striving for diversification and avoiding "Popularization" has become the shopping concept of many young people
(3) brand strategy
4. I think if the shopping center wants to leverage the main force of consumption, the post-90s must cater to the consumption concept and aesthetics of the post-90s. Only in this way can the post-90s market be better opened and the main force of consumption be willing to spend money to buy. In addition, the post-90s can better improve their brand and service quality.
5. Department stores are generally charged by a teacher (there are few big brands). There are many big brands in large shopping centers, and each brand is operated independently.
6. One is the convenience and accessibility of transportation. When we asked which shopping malls we would give priority to, we all put transportation in the first place. We would give priority to shopping malls that are easy to reach by public transportation such as bus and subway, which is convenient to go back and forth. At the same time, we would not spend too long on time. It is best to take about half an hour< The second is targeted consumers. This part of consumers have a clear goal, aiming at the brands they are familiar with and the goods they need urgently. The shopping mall you choose is also very clear. The shopping mall with the required brand becomes the first choice of shopping destinations
Third, friends get together for dinner. Some shopping malls have done a lot in catering, focusing on more catering brands that consumers like. This type of shopping center often becomes the first choice for gathering and dining. Due to the large number of catering brands, the right of dining choice is also large, which is more convenient for everyone to eat< The fourth is children's needs. Families with children will give more priority to their children's needs in weekend family gatherings. While meeting the needs of children, if it can also provide the brand needs of alts, it will become the best choice. Therefore, shopping malls with more children's amusement facilities in shopping malls become the preferred choice for families with children< The fifth is entertainment facilities such as cinema. Shopping malls with cinemas have also become a purpose for consumers to choose shopping malls. Watching movies with friends and family members has become the norm of people's life< Six is the environment atmosphere of shopping center. There are also some people who prefer to go to shopping malls where the environment and atmosphere are more fashionable and friendly, that is, where they are comfortable. They may not have a specific shopping goal, drink coffee, stroll around, to feel the latest trend information.
Third, friends get together for dinner. Some shopping malls have done a lot in catering, focusing on more catering brands that consumers like. This type of shopping center often becomes the first choice for gathering and dining. Due to the large number of catering brands, the right of dining choice is also large, which is more convenient for everyone to eat< The fourth is children's needs. Families with children will give more priority to their children's needs in weekend family gatherings. While meeting the needs of children, if it can also provide the brand needs of alts, it will become the best choice. Therefore, shopping malls with more children's amusement facilities in shopping malls become the preferred choice for families with children< The fifth is entertainment facilities such as cinema. Shopping malls with cinemas have also become a purpose for consumers to choose shopping malls. Watching movies with friends and family members has become the norm of people's life< Six is the environment atmosphere of shopping center. There are also some people who prefer to go to shopping malls where the environment and atmosphere are more fashionable and friendly, that is, where they are comfortable. They may not have a specific shopping goal, drink coffee, stroll around, to feel the latest trend information.
7. The most important thing in choosing shopping malls is the matching principle between shopping malls and brands. It is not the super high grade of shopping malls, but the better the sales of procts. The matching of proct grade and shopping malls grade is the main factor to ensure the maximization of sales of certain procts (Liu Xiaogang). Brands and shopping malls must match each other. Shopping malls like to operate in a way of "clustering" to gather popularity. Clothing brands also have the phenomenon of "clustering". For example, Etam, only, Vero Moda, ochirly and other brands will basically appear in the same shopping mall. Belle, Bosideng and other brands even adopt the strategy of one main brand and multiple brands (own or acting for other brands). The boss behind the customers is the same. Moreover, the cost of entering the mall for the same brand can be greatly reced, and the bargaining chips with the mall are larger. This is one of the important reasons why these brands have developed very rapidly in recent years. In addition, in addition to choosing the grade of the mall that is consistent with the style of the proct, we should also consider the location, road section, operation mode, counter floor and counter location of the mall. See the table below for details. The content describes the appearance, decoration, architectural style, old and new degree, surrounding environment, interior decoration floor height, lighting, approval, color, material, business area, floor area, total area, store area, aisle area, commodity layout, commodity category, floor layout, brand layout, brand, quantity, grade, market reputation, entry conditions, sales indicators, etc Sales sharing method, guaranteed sales, advertising expenses, other charges, enterprise evaluation of contract performance, peer evaluation of business ability, competition means, instry status, profit and loss situation, internal management entry proceres, goods management, payment collection proceres, salesperson training, business location, transportation, number of adjacent shopping malls, number of surrounding population Floating population, business population sales instry ranking, annual ranking, sales performance, annual sales performance, monthly sales performance, shopping mall sales ranking, after sales service return and replacement, goods repair customer situation, passenger flow male female ratio, quantity, fashion degree, week and time distribution age hierarchy age structure purchase proportion main factors to be considered in shopping mall selection
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