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Interpretation of the stratum of moderate income groups consumption psychology
Why do they mean business?With the development of market economy, market segmentation has become a successful marketing basic strategy.
On the basis of consumer income groups were subdivided market it is also a commonly used strategy, however only consider this point in the market is unlikely to be successful, because the effects of this group of consumer behavior is the psychological factors and the characteristics of.
Here only on the future of the market with the most potential stratum of moderate income groups consumption psychology and characteristics of the analysis, pointed out the marketing implications, in order to cause marketing sector colleagues attention.
One, consumptive psychology concept of "consumer" consumer psychology, consumer psychology consumer thinking (cognitive), they feel or experience (emotion), they do or want to do (behavior) and the effects of the content of situational or environmental interactions results.
It is because every consumer in the aspects of the difference, makes the consumer behavior shows the diversity, the market becomes colorful.From the consumer perspective of psychology, "consumers" is a hope to meet their needs, desires and self-expression and driving potential groups.
To the consumer psychology oriented marketing view: marketing is enterprise or business how to ensure that the consumer wants is consistent.As management master Peter Deruk said: "the enterprise wants to gain the biggest profit, they need to anticipate and meet the needs of the consumers.
"From the modern marketing idea,Ray Ban, the market start because the product or service to meet the needs of the consumers and self-expression and can satisfy their desire.However, facing the fierce market competition, there are still a lot of enterprises and businesses have not really realized this point.
The former enterprise or business often make a mistake, it is only on the basis of their own subjective will virtual out of the so-called "consumer", rather than on the market investigation and study the real cognitive "consumer".
The wrong marketing ideas portrayed consumers, may not exist in reality or there is only a very few, so it is not possible to form the market.There are many operators mentioned marketing or market development, will think of well-paid success, young and beautiful lady and the future of the family children.
Although these are all good, but from the consumer psychology analysis perspective, affect or restrict people to purchase or consumption of the main factors, and not just look at their hands over how much money, more important is their minds in the consumption (value) concept, self experience, self expression, way of life and the social and cultural factors on the restriction and effect.
The operator does not have to be a lot of analysis and research, so many products or services is very difficult to have a market, more do not talk to go up the marketing performance.The use of Modern Consumption Psychology cognitive "consumer", examines the domestic market, we discover not hard, the future of most consumer potential is a batch of the stratum of moderate income group grow sturdily.
If the operator will pay attention to this point, will in the future market success.The author of this consumer group made a thorough investigation and study, roughly found in this group has the following three explicit features: one is young, generally at the age of 35 more at about age 30; two is a high academic qualifications, and professional more suited to the needs of the market, generally have a bachelor degree or above, especially after 90 time graduate students; three is a middle income, mainly refers to the disposable income or net income, generally between 2~5 million.
These explicit features only constitutes this group consumption behavior of the material basis.Further analysis, this class is more outstanding is its intrinsic characteristics, they are: the stratum of consumer groups (value) concept, self experience, self-expression and lifestyles.