Marketing research psychology shows that buyers have complex psychological activities before and after buying products, and the differences in age, gender, occupation, ethnicity, education level, social environment and many other aspects divide many different consumer groups and their respective Different consumer psychology characteristics. According to the results of a large survey of the people, the psychological characteristics of purchase can be summarized into the following categories:
1. Seeking truth
The main consumer psychology characteristic of most consumers in the consumption process is realistic psychology. They believe that the actual utility of the product is the most important. They hope that the product is easy to use, inexpensive and good, and they do not deliberately pursue beautiful appearance and novel style. Consumer groups with a realistic mentality are mainly mature consumers, working class, housewives, and elderly consumer groups.
2. Seeking beauty
Consumers who have a certain affordability in the economy generally have a psychology for beauty, pay attention to the shape of the product itself and 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 psychological manifestation of aesthetic value.