Research on consumer psychology shows that consumers have complex psychological activities before and after purchasing goods, and differences in age, gender, occupation, ethnicity, educational level, social environment and many other aspects divide many different consumer groups and their respective differences. The same consumer psychology characteristics. According to the survey results of the Chinese Social Research Institute (SSIC) on the consumption psychology of the common people in recent years, the characteristics of consumption psychology can generally be summarized into the following categories:
1. Realistic psychology
The main characteristic of most consumers’ consumption psychology in the process of consumption is truth-seeking psychology. They believe that the actual utility of goods is the most important, and hope that the goods are easy to use, cheap and high-quality, and do not deliberately pursue beautiful appearance and novel styles. The consumer groups with a realistic mentality are mainly mature consumers, working class, housewives, and elderly consumer groups.
2. The psychology of seeking beauty
Consumers with a certain economic capacity generally have a desire for beauty, pay attention to the shape of the product itself and the external packaging, and pay more attention to the artistic value of the product. The consumer groups with a desire for beauty are mainly young people and intellectuals, and women account for 75.3% of these groups. In terms of product categories, the packaging of jewelry, cosmetics, clothing, handicrafts and gifts needs to pay more attention to the expression of aesthetic value psychology.
