80, 90, 00, 3 generation consumer behaviour analysis
Successful marketers are businesses and individuals that can effectively develop products of value to consumers and use attractive and persuasive methods to present products effectively to consumers. Research on consumer behaviour is therefore essential for effective marketing management. I will take the example of consumption behaviour after 80, after 90, after 00 to analyze consumption psychology, consumption habits and lifestyles of these groups.
80 post: refers to the generation born in the 1980s of our country. A significant part of the next 80 generations of our country are single children who grew up in the transformation of china's liberal and modern world and in the eyes and ears of the prevailing western culture. They face conflicts between traditional chinese ideas and western cultures, enormous pressure for advancement and employment, and ideological and environmental pressures distinct from those of the previous generation. They're different, and they're shown directly on the behavior of a generation. They're personal, they're fashionable, they're consumption ahead, they're jumpers..
After 80, consumption behaviour has come mainly from:
I. Recreational consumption
Eighty years later, they are a generation of people who seek to enjoy themselves and who at the same time strive to learn and work and enjoy themselves. They grew up in an era of unprecedented entertainment, growing up in comic books and large american films, and in entertainment they spent more on entertainment than they used to. In entertainment, they were much richer than before. In addition to traditional media, cinemas, food and shopping, there were new entertainment activities such as ktv, bubbles, internet entertainment, sports, and so on。
Ii. Brand consumption
After 80 years, brands were more important than the previous population, who knew from an early age that coca-cola, disney, had grown up in an era when foreign brands had entered china and the country’s brands and started to be widely publicized. And because of their self-proclaimed, popular pursuit, their choice of brand is more selective, and their sense of brand identity ... Brand loyalty is more difficult to say, sometimes more loyal than other people, and sometimes, because of youth instability, changes. For example, when coca-cola hires lee woo-chun as its voice, fans who like her may turn to buy coca-cola, and those who don't like him may move to other brands。
Iii. Impact of common groups and observations
The groups concerned are those that directly or indirectly influence people's perceptions and behaviour. People are strongly affected by their groups in at least three ways. The groups affected a person by new behaviours and lifestyles and also affected personal attitudes and self-perceptions; they also created some kind of convergence pressure that would impress on the individual the actual product and brand choices. People are also affected by groups that they are not members, such as cult groups, segregated groups, reference groups, etc. In the process of disseminating information, opinion leaders from relevant groups tend to filter, interpret and inform others. The process by which a person obtains information from the mass media or other sources and then communicates it to others is referred to as the two movements of communication. For example, young people's music, language and fashion hot spots are first spread in large and medium-sized cities and then rapidly spread to more young people in small cities and rural areas. The clothing company that designs clothing for changing and fashionable young people needs to focus on the style and behaviour of the city's opinion leaders
