Analysis of the consumption behavior of the most p

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Analysis of consumption behavior of post-80s and 90s

China has entered the third consumption peak in history, and the consumption structure has also changed historically with the improvement of consumption capacity in the 1980s and 1990s. In terms of quantity, there are 400million consumers in the age group of 80 and 90, and their consumption potential is huge; In terms of quality, this consumer between the ages of covers the young people from campus to the workplace, and its consumption ability is strong. 80 and 90 are the main forces driving the consumption trend in the world today. Their purchasing power, purchasing consciousness and purchasing voice are affecting the marketing strategies of many enterprises. Without this consumer group, enterprises will inevitably lose the future market. It is of great significance for any enterprise to seize the future market by deeply understanding their purchase characteristics and implementing targeted marketing strategies

I. who are the 80 and 90 shoppers

80, 90 consumers, 15-29 years old, mostly students and white-collar workers. They hate being conformist and like changeable, exciting and novel lifestyles. Compared with previous generations, their life is more a way of "online life". They can write logs (blogs), chat and make friends, play games, shop... Everything they can do in life can be done on the Internet, and they can't live without the Internet. They have the same label - personality and rebellion. They advocate breaking everything, advocating egoism, don't care what others think, just express themselves, and yearn for a dynamic and entertaining life. They are the generation of entertainment supremacy

80 and 90 only divide the two groups from the age of birth. In fact, the hobbies and personalities of the two groups are more overlapping and overlapping. In particular, it is expected that the transaction price of the imported ore market will not improve in a short time. In the early 1990s and 1980s, they are similar in age, living habits and consumption ideas. At present, the post-90s generation entering the independent consumption stage is mainly in the early 1990s. Therefore, this paper prefers to analyze the 80 and 90 consumers as the same consumer group

II. 80, 90 shopping behavior characteristics

Marketing Master Philips kutler disassembled the shopping process, which essentially includes five stages: "understanding needs, information collection, evaluation scheme, purchase decision, post purchase behavior". Although consumers may also cross or reverse some of these stages, these five steps are a complete process. Many marketing experts have conducted in-depth research on shoppers' behavior in the 1960s and 1970s, but today, what are the uniqueness of shoppers in the 1980s and 1990s that are different from previous generations of shoppers? How should our marketing strategy conform to the historical trend? This article takes you through the five stages of shopping behavior to see 80 and 90 shoppers

1 Cognitive needs

Maslow's hierarchy of needs divides human needs from low to high into physiological needs, safety needs, social needs, respect needs, and self realization. It is also applicable to 80 and 90, but they have higher or different requirements for each need. For example, physiological needs, 60 college students participate in the sports meeting with a kettle to quench their thirst, 70 with mineral water to pursue health and convenience, 80 and 90 with coke to pursue the feeling of stimulating "cool". For the 80 and 90 consumer groups, the internal needs not only need to meet the basic needs, but also require "cool! Cool! Dynamic! Personality! Entertainment! Happiness!" In a word, "as long as I like it, I want to buy it". I don't buy Coca Cola because it's delicious, I don't go to McDonald's because hamburgers are delicious, and I don't buy Nike because its manufacturing technology and product quality are much better than other brands, but the characteristics embodied in the brand conform to my characteristics, so I like it. In the final analysis, the intrinsic demand of shoppers is that the newly revised "titanium dioxide industry access conditions", which basically needs the expectation of the industry, has been revealed for the first time

most of the 80's and 90's consumption desire exceeds their consumption strength, and they have not formed the concept of rational consumption. They are not living within their means, but living within their means, and have high purchase impulse. In order to get 80 and 90 shoppers to vote on the terminal, if we can tap their needs and stimulate their needs, then success has achieved the first step. McDonald's use of external incentives to stimulate consumer demand can be said to reach the peak. The "I like it" advertisement is playing in the air. The transparent French window of the terminal can't help but arouse your appetite when you see the delicious scene of eating inside from the outside. Uncle McDonald's smiling wave and happy music make you hope to enter this happy atmosphere immediately. What are the basic and characteristic needs of shoppers for your products? List the top five. If you can make shoppers realize that your products can meet these needs, shoppers will be as tempted as stopping outside McDonald's

2. Collect information

80 and 90 consumers often contact their classmates, colleagues and friends. The media they often contact are Luo (80% of them say they often go online, and the moderate and severe people who go online for more than 10 hours a week are far more than those in the 1960s or 1970s), entertainment and fashion magazines. The places they often shop are nearby stores and shopping malls. They are self-centered, individual and pursue "fashion". However, due to their young age and limited consumption experience, they hope to obtain more consumption and shopping information from their surroundings. Therefore, if they want to include products in their shopping list, they must easily understand the product information and cover the product information to every key point of their life, study and work trajectory. Since its launch, M-Zone has been favored by 80 and 90 campus people, and its brand recognition is nearly 80%. In addition to rich brand connotation and accurate customer positioning, carrying out various fashion activities with the target customer activity track as the core is the killer mace for M-Zone to capture the brand awareness of campus people. Around what campus groups do and like, from the beginning of school, classes, extracurricular activities to special festivals, M-Zone has carefully organized various activities and programs in life, study and entertainment that students like, such as new year's party, speech contest, Christmas dating interaction, Jay concert, star campus trip, basketball league, street dance competition, orienteering, campus treasure hunt, rock climbing competition, etc

3. Evaluation scheme

when shopping for products, each shopper will take several preferred indicators into consideration. The specific indicators of different products are different, but on the whole, when shopping for products in 80 and 90, they prefer their favorite brands, and their pursuit of visual enjoyment (appearance, style, color) and auditory enjoyment (others' evaluation of personality, cool) is higher than that of the previous generation of shoppers. For example, 60 and 70 shoppers definitely require more performance than appearance when shopping for computers, When you buy a computer in the 80's and 90's and determine the brand and the price range that you can accept, the preferred indicator is the appearance of the computer. When promoting to consumers, only starting from their preferred indicators can we hit the target. For consumers like Xiaoyu, if the clothing store owner blindly emphasizes good quality and low price, it will naturally not impress her

4. Purchase decision-making

due to their young age and limited consumption experience, 80 and 90 are often vulnerable to opinion leaders or the influence of public opinion environment on the basis of maintaining their own consumption discourse. The informal information exchange composed of classmates, colleagues, friends' word-of-mouth, blogs, MSN, Google search has almost become the most authoritative consumption guidance for a certain product or brand between them. Nokia launched its first touch music 5800 worldwide in October 2008. On February 21, 2009, the first sale in China was a frenzy. On the morning of February 22, the first batch of products in 52 Nokia stores across the country had been sold out. An important factor in its success in marketing in China was the precision marketing to a new generation of opinion leaders. In the first round of promotion, we will share product strategies, introduce and demonstrate products, and accept friends' questions and answers at the first time; The second round of communication is to choose friends to try for free and publish the final experience of the trial. Stations all over the world are competing to post. The first two rounds basically "captured" network opinion leaders. In the third round of communication, many idols of the 80s and 90s, such as Tao Zhe, Karen Mok, Feier band, super girl and Kuai man, were invited to participate in the new year's release conference of Nokia. The three-dimensional live broadcast of the three top media, Hunan Satellite TV, Sina and the voice of music of the Central People's broadcasting station, attracted the attention of hundreds of millions of viewers across the country, and made many fans look forward to the Nokia 5800. Do your marketing methods affect their decision-making factors when they pay for 80 or 90

5. Post purchase behavior

80, 90 post purchase behavior is more active than previous generations, because on the one hand, they advocate themselves and like to express their opinions with actions, and my site listens to me. On the other hand, their communication with the outside world is more open and convenient. They can sing whenever they want, and there is room and platform for venting. Post purchase behavior occurs after purchase, but before the next purchase. At present, most marketing theories emphasize post purchase service and attach importance to consumers' pleasant experience after purchase. Facing 80 and 90 shoppers, the more important thing may be how to stimulate them to spread the purchase and use experience to others, because the material of post purchase experience is likely to become the reference material for the next shopper to make shopping decisions. If we used to pay attention to post purchase behavior, we should pay more attention to this link today. The younger the post-80s and 90s, the more assertive and the lower the brand loyalty. They like to choose among various brands and experience different feelings. An important strategy to increase sales in the future market may not be to increase the number of repeat purchases, but to increase the number of trial consumers

consumers' 80 and 90 shoppers' absorption of shopping information, acquisition of product trust, and final choice of products are very different from shoppers in other ages, which urges enterprises to innovate brands in a targeted manner - giving brands more connotation and individuality of 80 and 90; Improve the information dissemination channels of products - cover their life tracks, and strengthen the information communication with some opinion leaders; Improve the store elements of the terminal - more dynamic, fashionable and entertaining; Improve the shopper experience - increase entertainment and convenience

the analysis of shoppers' behavior in the 1980s and 1990s is neither the most comprehensive nor the most systematic. The purpose of this paper is to give some inspiration to colleagues fighting in the front line of marketing through some simple examples and analysis. When falling into marketing difficulties, slow down and look at this new group we face. Who are they? What do they like? What is the track of their life, study and work? Rethink how our marketing strategy fits them

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