1. Not for profit. Consumers buy goods to gain some use value and solve their own consumption needs, not to resell them for profit.

2. unprofessional. Consumers often lack professional commodity knowledge and market knowledge, and consumers are easily influenced by the propaganda, service attitude and product quality of merchants and manufacturers when buying goods.

3. Hierarchy. Due to the different income levels and social classes of consumers, consumers' needs will show certain levels.

4. extensiveness. The consumer market not only has a large number of buyers, but also has a wide geographical distribution. Consumers are everywhere from home to abroad, from cities to rural areas.

5. replace. In the consumer market, except for a few irreplaceable commodities, most commodities can find interchangeable commodities and substitutes. Therefore, the goods in the consumer market have a strong substitution.

6. Prevalence. Consumer demand is not only influenced by internal factors of consumers, but also by external factors such as fashion, environment and values. Therefore, the needs of consumers will show a certain level.