A 2000-word paper on consumer psychology: a brief analysis of the consumption psychology of elderly consumers.
Abstract: Compared with consumers of other age groups, elderly consumers have their own consumption psychology. An in-depth analysis of their consumption psychology will help enterprises to determine targeted and pragmatic marketing strategies on this basis.
Keywords: elderly consumers' consumption psychological strategies
I. Introduction
Data show that the problem of population aging is a social problem faced by all countries in the world.
In China, after 30 years of reform and opening up, the economy has developed rapidly, people's living standards have improved, and medical and health conditions have improved and upgraded, which has correspondingly extended the life expectancy of China people. The problem of aging has emerged, which should attract great attention from all walks of life.
The author saw a message. In China's total population, there are nearly 200 million elderly people over 60 years old, equivalent to the combined population of Japan and Indonesia. From the marketing point of view, this population environment is a rare market, marketing opportunities. In order to effectively grasp this opportunity, we should respond to the psychology and consumption behavior of the elderly consumers, make a rational and realistic analysis and prospect, and take this as the basis for formulating and adjusting marketing strategies.
Second, the consumption psychology of elderly consumers
1, consumption habits tend to be stable.
In decades of life practice, elderly consumers have not only formed their own living habits, but also this habit tends to be stable, and the years have not changed much. Due to age and psychological factors, compared with young people, the elderly have more mature consumption concepts and are more persistent in their own affairs and attitudes. The new trend of consumption is unremarkable, and people often look at the surrounding consumption things with a critical attitude. Now people over 60 are young people who are sensitive to new things in the 1970s. They were proud of the new things on the market at that time, such as Chinese toothpaste, brand soap, spring thunder radio, Phoenix bicycle, green leaf shirt, Baique Ling skin cream and so on. Although I have entered my twilight years, I still like some products of these brands as always. This is caused by the formation of consumption habits, the loss of time, this consumption habit has not changed much.
2. Consumption pursues practical value.
Older consumers take the practicality of goods as the first consideration when buying. This kind of consumer groups pay attention to convenience, practicality, reliable quality, safety and comfort of consumer goods. There is no deliberate pursuit of the color and style of consumer goods, brand awareness, luxury packaging. Such as Yichang local? Step by step? Cloth shoes, handmade? Melaleuca? Cloth shoes, from the style point of view, have been worn out, young people disdain, but elderly consumers are like treasures. Because this kind of shoes are comfortable, breathable and light to wear on the feet, this inherent product feature has caused the elderly consumers to buy them as soon as they are listed, and once they are put on the market, it has also formed a market situation in which demand exceeds supply.
3. Pursue the convenience of consumer goods.
With the growth of age, the physiological and psychological functions of elderly consumers are declining. Some consumer goods, especially some high-tech consumer goods, such as computers and mobile phones, have encountered some obstacles in their use. The local "Three Gorges Business Daily" once published an article signed by readers, entitled? Smart phones, middle-aged and elderly people can't play. ? It truly depicts the practical problems faced by elderly consumers in real life. Therefore, paying attention to the easy learning and operation of consumer goods and reducing the burden of physical strength and brain power are issues of great concern to elderly consumers.
4. The structure of consumer demand has changed.
The decline of physiological function, physical fitness and disease resistance have led to an upward trend in the demand for health food and health products by elderly consumers. Comparatively speaking, the consumption demand of clothing and its luxury goods is declining. Because this kind of consumers have become more and more pragmatic due to the growth of age and the tempering of years, the consumer psychology of pursuing fashion and trends in youth has gradually faded. For example, by observing the market, we found some businesses engaged in fitness products (such as fitness chairs, healthy beds, etc. The promotion of free experience has attracted more people to participate in the experience, most of whom are white-haired and faltering elderly consumers. They hope to strengthen their physique and prolong their life through this kind of exercise.
5. Compensation consumption has become increasingly prominent.
Now, people in their 60s are experiencing youth in the 1960s and 1970s when China's economy was in recession. It is a very satisfactory consumption goal for people to eat enough and wear warm clothes in their consumption life.
After the reform and opening up, the social and economic life has undergone earth-shaking changes. People pay attention to nutrition, dress beautifully, wear high-grade clothes and live spacious. Young people have become the main force of this new consumer life. Compared with young people, the elderly inevitably have a sense of loss at an untimely time. If they don't join this new consumption life, I'm afraid it will be too late. Therefore, the compensation for dissatisfaction in the past consumption life has become a major consumer psychology of the current elderly consumers. For example, in some economically developed first-and second-tier cities. The compensatory consumption of elderly consumers is more prominent. People wear bright clothes and have fashionable hairstyles, so that some elderly consumers are mistaken for young women from behind. Even some elderly female consumers took their wives into the wedding photography building and took more wedding photos to draw a satisfactory conclusion for their marriage life. These are the concrete manifestations of compensatory consumption psychology in consumption behavior.
Third, the marketing strategy to adapt to the consumption psychology of the elderly consumers.
In order to meet the psychological needs of the elderly consumers, enterprises should go deep into this type of consumer groups, do in-depth and detailed investigation and study, and formulate practical marketing strategies according to the relevant information they have. Generally speaking, there are the following strategies for reference.
1, product strategy
Enterprises should develop all kinds of consumer goods suitable for the needs of elderly consumers according to their realistic and convenient consumption psychology. For example, food, the elderly have poor gastrointestinal function and poor digestive ability. The food provided by enterprises for the elderly should be nutritious and easy to digest. In terms of clothing, the metabolic ability of the elderly is weakened and the mobility of limbs is poor. Clothing provided by enterprises should be comfortable, breathable and practical. In terms of articles, the elderly have poor hands-on ability and low reaction ability. Articles provided by enterprises, especially mobile phones, computers and fitness products, should be easy to understand, easy to understand, simple to operate, safe and reliable. Enterprises can also provide consumers with demonstrations before use, hands-on guidance during use and maintenance services after use, so as to achieve perfect and satisfactory service.
2. Price strategy
Consumers of different ages have different reactions to prices. If young consumers are interested in their own products, the price level has little influence on their purchase decisions. For this kind of consumers, we can implement the pricing strategy by skimming the pricing strategy to cater to their consumption psychology of seeking novelty and beauty. However, elderly consumers are different from them. Many of them have a strong consumer psychology of seeking truth and honesty. Accordingly, it is more appropriate to implement penetration pricing strategy to attract their attention at a low price. Because such consumers retire, their economic income is correspondingly reduced; Secondly, the painful experience of past lives made them form a frugal living habit, and this strategy is feasible. However, among the elderly consumers, there are some special groups, for example, elderly consumers who have retired from white-collar workers and intellectuals. Their retirement income is high, they pursue novelty and fashion in consumer goods, and their consumption enthusiasm is growing. Accordingly, enterprises should provide these elderly consumers with some high-quality and high-priced elderly consumer goods to satisfy their special consumption psychology of seeking novelty, fame and beauty. It can be seen from this that in the huge group of elderly consumers, the price strategy should be different from person to person, not a single model.
3. Advertising strategy
Advertising is a form of promoting and introducing goods. Compared with young consumers, older consumers are far less interested in the products advertised because of the decline of their physiological and psychological functions. Accordingly, the application of advertising strategy should be consistent with the cognition of elderly consumers. When people reach a certain age, their thinking ability, judgment ability and ability to accept new things become weak, and the pace of life slows down. Therefore, the production of consumer goods advertisements involving elderly consumers, such as TV advertisements, should try to avoid emotional and fast-paced pictures and replace them with narrative, dialogue and family reunion. For example, brands in health care products? Gold partner? The TV picture shows an old man climbing the stairs with his grandson on his back, which shows that the old man is tough and warm, and the old consumers of the same age are more likely to accept this product. From this, we can see that the application of advertising strategy should be not only authentic, but also artistic. Only with these two attributes can the advertised products become popular products.
4. Service strategy
The service strategy is mainly embodied in three aspects: pre-sale, in-sale and after-sale. For example, in the sales of fitness beds for the elderly, pre-sales service means that sales staff introduce the performance, functions and benefits of products to interested elderly consumers, so that people can enter a cognitive state of products and obtain first-hand information for purchase. After-sales service is a kind of consumer psychology that salespeople let elderly consumers have a consumption experience on the fitness bed, which makes them want to stop and put it down. Some elderly consumers feel good because of repeated uninterrupted experiences, and their physical discomfort seems to have been greatly alleviated. Therefore, they did not hesitate to spend money to move this bed home for free experience, and the enterprise achieved the purpose of sales. After-sales service, that is, sales staff deliver goods to such consumers, install and debug them, and give guidance when using them. Through the use of these strategies, people really appreciate you, and through free voluntary publicity, expand the visibility and influence of enterprise products and bring marketing benefits to enterprises.
To sum up, paying attention to the research on the psychology and behavior of elderly consumers will help enterprises to develop products suitable for the elderly according to their special consumption needs, continuously expand the breadth and depth of this market, and make the elderly consumer market develop in a balanced way with other consumer markets of all ages.
(Author: hubei three gorges polytechnic Institute of Economics and Management)
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