Consumers of different ages, occupations and income levels have different shopping habits and consumption needs. I think smart businesses should constantly try to figure out the psychological changes and demand changes of various consumer groups in the course of business operation.
■ Consumer behavior and psychological characteristics of high-income consumers;
1, the brand preference is obvious, and the influence of cultural demand is greater than the temptation of price. Most of the high-income groups are "three highs" consumer groups with high education, high taste and high consumer demand. They are easy to accept new things and big brands and will have corresponding brand preferences. They often buy an expensive "Goldlion" tie and pursue a "man's world". In the brand shop on the fifth floor of Bai Zhu, I found that most consumers are people with a certain economic foundation. They buy thousands of dollars' suits and hundreds of dollars' ties without frowning, because they are interested in brands.
2, the purchase volume is large, and the number and frequency of purchases are small. High-income groups are busy with work, so they show great irregularities in their lives. Apart from weekends, shopping can only be a "luxury" for them. But if you go shopping in the mall, you buy a lot, from food and drink to use, the consumption is several hundred yuan. It is understood that this kind of "centralized shopping" has a large number of consumers, accounting for a large proportion in weekend shopping groups.
3. Shopping expectations are high. Influenced by their social status, high-income consumers also expect merchants to give them special care when shopping, such as pre-sales service and after-sales service. I have visited white-collar workers in several companies, and they all agree that the most important thing when shopping is the service attitude of the merchants.
■ Consumer behavior and psychological characteristics of low-income consumers;
1, pay attention to the price. Many people have been short of money. When they have no money, they always count every penny. For low-income consumer groups, this is particularly prominent. It is their most extravagant wish to meet as many consumer needs as possible with the least expenditure. In my investigation, I found that many places in shopping malls are low-income groups. Because for them, low prices are affordable. The newly settled "Xinyijia" has attracted many citizens with such benefits.
2. Pay attention to quality. At present, the representatives of urban low-income groups are laid-off workers. In my investigation, I found that the consumption habits of laid-off workers are very different from those of rural consumers. Because they used to be enviable wage earners in the city, they used to be happy and good at shopping. They already had the consciousness of self-protection in the process of consumption, and they also had the pursuit of healthy life and nutritious diet. Even if they buy low-priced meat dishes in the meat market out of thrift, they are still worried about the quality of meat dishes and look forward to the arrival of "assured meat dishes". Because the quality is real, things should be used and eaten moderately while being cheap.
3. Shopping less and shopping more frequently. Laid-off workers, especially housewives, live a regular life. They basically get up on time every day, go to bed on time, buy things on time and watch TV on time ... Their single shopping amount is very small, but they shop frequently, sometimes several times a day.