乳品消费人群特点分析

1、,消费人群特点分析,一位营销大师曾经说过：要想抓住你的顾客，首先要了解你的顾客，尊重你的顾客。 A marketing master once said:The customer wanted the customer which wants to hold tight you, want to understand you first, respect you of customer. 由此可见，要想把产品卖得好，第一点，要了解你的顾客群，就是给产品定位，从而找到目标顾客。 Be showed from this, think to sell a product so, firstly, u

2、nderstand you of customer base, be give the product position and find out target customer thus.,让我们锁定消费群体,Let us target to consume community,女性消费市场特征与分析 The female consumes market characteristic and analysis,女性消费者市场特征与分析,The female consumes market characteristic and analysis,女性消费者不是指全部女性，只有在实际市场上有购买

3、能力的女性才是女性消费者。 The female consumer doesnt mean all female, only just physically have the female of the ability of purchase on the market be a female consumer. 在我国，通常包括青年、中年女性消费者，年龄段从1855岁左右。 At the our country, usually include the female consumer of the youth, middle age, age segment from about 1855

4、years old. This is that the female in the young child purchase is mostly 这是因为少年儿童中女性购买者多是在家长指导下进行消费活动，无论是男孩子还是女孩子购买行为尚未完全独立，心理特征区别不大，因此，不作为主体单独研究；而老年女性消费者的购买行为和心理从青年、中年时形成了习惯与定式，与中青年女性消费者差别不大，所以我们重点研究中青年女性消费者。 under the parents instruction carry on consuming an activity, regardless is boys son or gi

5、rls son to purchase behavior didntyet completely independent, the mental characteristic distinguishes not and greatly, therefore isnt a corpus to study alone;But the old-age and female consumer purchase behavior and mental state from the youth, middle age became habit with settle type, with medium t

6、he youth female consumer difference not big, so our point research medium the youth female consumer.,女性消费者市场特征,Female consumer market characteristic,第一，人数多，潜力大，是家庭和个人购买决策的重要参与者。 The first, number many, the potential is big, is a family with personal important participant who purchase decision. 我国人口统

7、计资料表明，人口中女性占一半左右，在市场中往往起着举足轻重的重要作用。从青年时期开始，她们一般就对自己消费的时装、化妆品等自主决策。 The our country census taking data expresses that the female in the population has a half or so, usually have in the market prominent important function.From the youth period beginning, they general consume to oneself of fashionable

8、dresses, cosmetics etc. independence decision. 在家庭中，她们又承担着妻子、母亲的角色，因此，也是绝大多数食品、日用品、儿童用品的购买者。在家庭大件商品购买中，她们的意见也起着重要的影响作用，有些人甚至就是最终的决策者。 At the family, they undertake the role of wife, mother again, therefore is also a purchase of great majority food, daily necessity, childs thing.In the family big pie

9、ce merchandise purchase, their opinions also have important influence function, have some persons even be end decision makers. 由于性格和生理特点，女性喜欢逛商店、购物的爱好已被大多数人所认同。 Because of personality and physiology characteristics, females liking to stroll a fondness for of store, shopping has already been approve

10、by the most people.,女性消费者市场特征,Female consumer market characteristic,女性消费者市场特征,第二，在现代社会中女性消费者往往懂消费、懂时尚、懂的关心家庭成员，所以她们在购物偏重上具有如下一些特点： The second, the female consumer usually understands consumption, understands vogue and understands in the modern society of concern a family member, so they have as foll

11、ows some characteristicses in over-emphasizing shopping: （一）注重商品的外表和情感因素 (A)Pay attention to outward appearance and emotion factor of merchandise （二）注重商品的使用性和细节设计 (Two)Usage and detail which pay attention to a merchandise design （三）注重商品的便利性和生活的创造性 (Three)Pay attention to the convenience of the merch

12、andise and the creation of the life （四）有较强的自我意识和自尊心 (Four)There is stronger ego realize and sense of pride,Female consumer market characteristic,（一）注重商品的外表和情感因素 (A)Pay attention to outward appearance and emotion factor of merchandise 男性消费者在购物时，特别是购买生活日用品、家用电器时，较多的注意商品基本功能，实际效用，在购置大件贵重商品时，有较强的理性支配能力；

13、而女性消费者则有很大的不同，她们购买穿着类商品，包括服装、服饰、鞋帽、围巾等，对商品外观、形状，特别是其中表现的情感因素十分重视，往往在情感因素作用下，产生购买动机。 Male consumer at shopping, especially purchase life daily necessity, home appliances, more basic function of the attention merchandise, actual effect, at purchase a big piece a valuable merchandise, have a stronger r

14、easonableness domination ability;But the female consumer then have a very great dissimilarity, they purchase a dress merchandise, include clothing, dress, shoe hat, scarf.etc., to the merchandise external appearance, shape, especially express among them of the emotion factor values very, usually in

15、the emotion factor under the function, the creation purchases motive.,女性消费者市场特征,Female consumer market characteristic,这里产生情感的原因是多方面的，如商品品牌的寓意、款式色彩所产生的联想、商品形状带来的美感、环境气氛形成的温馨感觉等，都可以使女性消费者产生购买动机，有时就会产生冲动性购买行为。 My producing affective reason is various, such as the association of thought, merchandise sha

16、pe produce by the implied meaning, style color of merchandise brand bring of the pleasant impression, environment atmosphere become of sweet felling etc., can purchase motive by the maid servant consumer creation, sometimes produce impulse to purchase behavior. 女性消费者购物时这种情感因素不但在购买自己使用的商品时发生作用，而且在给丈夫

17、、子女、父母、公婆购买商品时也很强烈。当然，女性消费者因商品引起的情感与个人情趣、兴趣、本身的想象力有密切的关系。 Female consumer shopping this kind of emotion factor not only take place a function while purchase the merchandise that oneself use, but also also very strong while giving the husband, sons and daughters, parents, husbands parents purchase a

18、merchandise.Certainly, the female consumer causes because of the merchandise of emotion and personal interesting aspect, interest, oneself of the imagination dint be near concern.,女性消费者市场特征,Female consumer market characteristic,（二）注重商品的使用性和细节设计 (Two)Usage and detail which pay attention to a merchand

19、ise design 由于女性消费者在家庭中的地位及从事家务劳动的经验体会使她们对商品的关注角度与男性有所不同。她们在购买生活日常用品时，更关注商品的实际效用，关心商品带来的具体利益。 Because the female consumer is at the position of family and be engaged in the concern angle that the household chores experience of the labor realizes to make them to the merchandise and male to have a diss

20、imilarity.They pay attention to the actual effect of merchandise more while purchase living daily thing and concern the concrete benefits that the merchandise bring. 商品在细节之处的设计优势，往往更能博得女性消费者的欢心。如家庭洗涤剂精巧的喷头设计、家用微波炉使用的专用器皿，多用途的家庭刀具等。 Merchandises design advantage in the place of detail, usually can ev

21、en win female consumer of joyful.If family rinse the choiceness spray ones design, household-use microwave oven use of appropriation container, the multipurpose family knife has etc. 她们在购买商品时所表现出来的反复询问，了解使用方法，使人明显感觉到女性消费者的细心。 They while purchase merchandise express of again and again inquire, unders

22、tand operation method, make the person obviously feel elaboration of female consumer.,女性消费者市场特征,Female consumer market characteristic,（三）注重商品的便利性和生活的创造性 (Three)Pay attention to the convenience of the merchandise and the creation of the life 目前，我国中青年女性就业率比较高，城镇又高于农村。她们既要工作，又要做家务劳动，所以迫切希望减轻家务劳动量，缩短家务劳

23、动时间，能更好的娱乐和休息。为此，她们对日常消费品和主副食品的方便性，有更强烈的要求。 Currently, youth in the our country the female employment rate be higher and the town and then Gao is at the village.They since want to work, and then want to do a household chores labor, so urgently hope to ease household chores labor quantity, shorten a

24、household chores labor for time, the ability is better to amuse and take a rest.For this, their convenience to the daily consumer goods and the main non-staple foodstuff, there is stronger request.,女性消费者市场特征,Female consumer market characteristic,每一种新的，能减轻其家务劳动的方便消费品，她们都乐意接受，并愿意首先尝试。 A kind of each n

25、ew of, can ease the convenient consumer goods of its household chores labor, they all take pleasure in accept, and would like to try first. 同时，女性消费者对生活中新的、富于创造性的事物，也都充满热情，如一件新装饰品、新房间的布置，做一个从未做过的菜等等，以显示其创造性。 In the meantime, female consumer to life new of, the thing richer than creation, also all be

26、full of enthusiasm, such as the decoration of a new decorations, bride chamber, do a vegetables etc. which has never done to show that it creates sex.,女性消费者市场特征,Female consumer market characteristic,女性消费者市场特征,（四）有较强的自我意识和自尊心 (Four)There is stronger ego realize and sense of pride 女性消费者有较强的自我意识和自尊心，对外

27、界事物反应敏感。 The female consumer contains stronger ego consciousness and sense of pride and outward the boundary thing respond sensitive. 她们往往以选择眼光、购买内容及购买标准来评价自己、评价别人。希望自己的购买最有价值、最明智，对别人的否定见解不以为然。即使作为旁观者，也愿意发表意见，希望自己的意见被采纳。 They usually evaluate himself/herself by choosing taste and purchasing a conten

28、ts and purchasing standard and evaluate other people.Hope to ownly purchase to there is value most , the most wise, disagree to the other peoples negative views.It even Be an on-looker, would like to also announce an opinion, hope the own opinion to be adopt. 在购买活动中，营业员的表情、语言、广告宣传及评论，都会影响女性消费者的自尊心，进

29、而影响消费行为的实现。 In purchase the activity, the facial expression, language, advertisement of the business member publicity and comment on, will influence the sense of pride of female consumer, then influence a realization of consume the behavior.,Female consumer market characteristic,女性消费者的消费心理特点,二女性消费者的

30、消费心理特点 Two.The female consumer consumes a mental characteristics 日常生活中，大多数商品的购买、消费均与女性有关，她们可能不是商品的直接使用者，却极有可能是这些商品购买的倡议者、信息搜集者、意见提供者、决策者与购买的执行者。 In the daily life, most merchandises purchase, the consumption all relates to female, they may be the direct user of merchandise, but pole probably is thes

31、e merchandises to purchase of propose, information collection, opinion promoter, decision maker with purchase of performance. 在18-45岁这一年龄范围内，绝大多数女性都经历了从“女儿”转变为“妻子”，从“妻子”进一步转变为“母亲和妻子”的过程。特别是第二个角色变化重大，女性承担的生活责任、社会责任比以前显著增加，消费心理和行为发生了较大的变化。 Within the scope of 18-45 years old this age, great majoritys

32、ising female to all experience is wife from the change ofdaughter, is the process of mother and wife from the further change ofwife.Especially the second role variety is important, the female undertake of the living responsibility, social responsibility ratio showed Zhao increment before and consume

33、d mental state and behavior to take place bigger variety. 本文以第二个转变为区分标志，将18-45岁左右的女性进一步分为生育前(18-30岁左右)和生育后(30-45岁左右)两个群体来分析女性消费心理与行为。 This text takes the second change as a distinction marking and is divided into about 18-45 years old female further before grow(about 18-30 years old) and grow behind

34、(about 30-45 years old) two communities to analytical the female consume mental state and behavior.,The female consumer consumes a mental characteristics,大多数18岁以上的生育前女性，开始步入社会参加工作，基本能够掌握自己的经济命脉。这一群体的女性尚没有生育子女，在心理上还不是一个成熟的女性; 她们暂时没有赡养老人和抚养小孩的负担，闲暇时间比较充裕，社会交往活动多。这些因素导致她们形成以下几个相对于其它群体较为突出的消费心理特点： The m

35、ajority is above 18 years old to grow an ex- female, start follow a society to attend a work, basic can control an own economic life vein.The female of this group body still didnt grow sons and daughters, at mentally not just a mature female;They temporarily didnt provide for an old man and bring up

36、 the kids burden, more abundant spare time time, the society associate activity many.These factors cause them become a few opposite more and outstandingly consume a mental characteristics at other communities as follows:,女性消费者的消费心理特点,The female consumer consumes a mental characteristics,(1)求美心理。 (1)

37、Beg the United States mental state. 18岁以上的生育前女性正处于恋爱、婚姻阶段，她们与异性交往的机会比较多。此外，在就业以及社会交往等方面，外在形象与青年女性能否得到一个满意的职位、办事能否顺利也有着密切的关系。这些因素从侧面强化了青年女性对美的追求，并使之内化为她们的行为特别是消费行为的实现。 18Year old above grow an ex- female is be placed in in love, marriage stage, they associate with opposite sex of the opportunity be m

38、ore.In addition can get a post of satisfaction and handle affairs and can smoothly also have at the employment and social association etc., outside image and youth female near concern.These factors enhanced youth a female to pursue of the United States from the on the side, and make inside change in

39、to their behavior to especially consume a behavioral realization.,女性消费者的消费心理特点,The female consumer consumes a mental characteristics,(2)追逐名牌。 (2)Pursue famous brand. 人们购买名牌一方面可以减少购买的风险，另一方面则用来显示自我，表现自己的经济地位、品位和气质。青年女性的逐名心理主要表现在她们的品牌选择过程中。 Peoples purchasing famous brand on the other hand can reduce

40、to purchase of risk, then use on the other hand to show ego, express an own economic position, personal status friendly quality.The youth female pursues and the mental state mainly expresses in their brands the choice the process. 对这类消费者来说，她们的购买决策比较简单，产品的品牌知名度、社会影响力为选择依据。 To this consumer, they purc

41、hase decision more and in brief, the brand popularity, social influence of product is a choice basis. 在同类竞争品牌中，不管质量、价格如何，只要是知名品牌，只要品牌名气大，就容易获得她们的青睐。 Ignore in the same kind competition brand how quality, price is, as long as is a well-known brand, want only brand reputation greatly, easily acquire t

42、heir favor.,女性消费者的消费心理特点,The female consumer consumes a mental characteristics,(3)追求个性化。 (3)Pursue characteristic. 当今，当你走进繁华的都市闹市区，很难看到穿着打扮一样的青年女性，要是两个人穿着一样，往往会被讥为“情侣装”。这就是青年女性追求个性化的结果。 Be you to walk into prosperous city busy streets area nowadays, can hardly see dress foppery similar youth a femal

43、e, if two personal dresses be similar, usually drive the Ji is forthe lovers pack.This be the youth the female pursue a characteristic result.,女性消费者的消费心理特点,The female consumer consumes a mental characteristics,不同的人使用不同颜色或不同造型的商品是追求个性化的表现。同样，不同的人使用不同品牌的商品，也是追求个性化的表现。 Different persons using the merch

44、andise of different color or different shape is to pursue a characteristic performance.Equally, the different person uses the merchandise of different brand, also is to pursue a characteristic performance. 因此，从企业的角度来说，一方面应该生产不同规格、造型、色彩、样式的产品来满足不同人的需要，另一方面应该努力塑造品牌的个性化形象，来满足具有表现某种个性的消费者的需求。 Therefore

45、on the other hand shoulded produce the product of different specification, shape, color, style to satisfied different persons demand in view of the angle of business enterprise, shoulded make great effort on the other hand characteristic image of mold the brand, satisfy the need of consumer of have

46、the performance a certain character.,女性消费者的消费心理特点,The female consumer consumes a mental characteristics,生育后至45岁的女性，一般承担着“相夫教子”的责任，家务比较繁忙，家庭经济压力较大，闲暇时间和社会交往均比生育前减少。她们的注意力已经从过去对自己的关注，逐步转向对孩子、丈夫以至整个家庭的关注上。由于生活形态和责任的变化，其突出的特点有如下几个方面： Generally undertake the responsibility forassist husband and bring up

47、children to the 45-year-old female after grow, the household chores is more busy, family economic pressure more big, spare time time and the society associate all compare reduce before grow.Their attention already from gradually change direction to the kid, husband to own concern in the past with to

48、 the concern of the whole family up.In order to living the variety of appearance and responsibility, the its outstanding characteristics is like to descend a few aspects:,女性消费者的消费心理特点,The female consumer consumes a mental characteristics,(1)爱子心理。 (1)The lovely son is mental. 美国广告学家D施塔奇关于动机强度的调查研究表明“

49、对子女的爱”这一动机是各种各样动机中最强的一种，它仅次于“食欲”动机，处于第二位。母亲对子女的爱更多体现在关心小孩的衣食、营养和健康等有形的方面。也就是说，女性对子女的爱更多地与儿童用品的消费结合起来。所以，大多数儿童食品、药品以及各种儿童用品，将广告和促销目标瞄准母亲们，是有道理的。 The advertisement learns of the The American a D the motive strength of the research concerning of the inquisition of Shi Ta3 Qi2 the motive of the express

50、that inthe to the daughters love of the sons and is the the motive of of the each kind of the in various of the most strong 1 kind, it only next toappetite motive, be placed in the second.The mother loves sons and daughters more aspects of having material forms such as food and clothings, nourishmen

51、t and health etc. that the bodies concern a children now.Be also say, the female loves sons and daughters to morely put together with the consumption knot of childrens thing.So, most childrens foods, drugs and various childrens thing, take aim at advertisement and promotion target the mothers, is re

52、asonable.,女性消费者的消费心理特点,The female consumer consumes a mental characteristics,(2)爱夫心理。 (2)Love man mental state. 一个家庭的饮食、卫生状况、丈夫的穿着打扮甚至健康状况等，人们都会不自觉地与家庭的女主人联系起来。于是，许多商品的销售也就跟如何帮助女性成为“贤内助”联系起来。不过，今天的某些男性商品在广告宣传上并没有充分考虑到女性在购买中的作用，这是值得注意和重视的。 A dress of food, health condition, husband of family dress up

53、 even healthily condition etc., people all will not aware of self the hostess contact of ground and family to get up.Hence, many sales of merchandises also how does the heel help a female to become your wife to contact.However, todays some and male merchandise is in advertise publicity have no full

54、in consideration of the female is in purchase of function, this is remarkable and value.,女性消费者的消费心理特点,The female consumer consumes a mental characteristics,(3)从众心理。 (3)From many mental states. 社会心理学的研究发现，从众心理与个人的自信心有关。 The research of social psychology discover that relevant from many mental and per

55、sonal self-confident hearts. 当个人对自己面临的事情比较了解时，自信心会增加，从众现象则减少；相反，当个人对所要面对的事情不了解、缺乏自信心时，从众现象增多。 When personal affair comparison faced to oneselfs understanding, the self-confident heart will increase and then reduce from many phenomenon;Contrary, when personal dont understand, lack self-confident hear

56、t to the affair wanted to face, increase from many phenomenon. 作为“母亲”的女性由于注意力集中在家庭中，社会交往减少，对外界事物包括商品的新信息的了解比以前减少，因此在做许多商品的购买决策时，往往会显得自信心不足，因而出现从众行为。 Be mothers female because the attention concentrates at family, social association decrease, outward the boundary thing include understanding of the ne

57、w information of merchandise ratio past reduce, so usually seem to be while do purchase of many merchandiseses decision from lack confidence, as a result appear from many behavior.,女性消费者的消费心理特点,The female consumer consumes a mental characteristics,女性消费心理变化新动向,女性消费者的行为有个人差异，因状况的不同而有变化，相当复杂。 The behav

58、ior of the female consumer contains personal difference, have variety because of the dissimilarity of condition, very complicated. 不过主要是受三种因素支配：经济因素、心理因素和社会因素。就其心理因素来说，又包括动机、知觉、学习、思考、个性、态度、价值观。 However mainly is be subjected to three sow the cause a plain domination:Economic factor, mental factor an

59、d social factor.It mental factor to say, and then include motive, consciousness, study, consider, character, attitude, value. 不了解女性消费心理的变化，就不可能了解女性市场。当前，女性的个性化倾向变得强烈。 Dont understand a female to consume mental variety, understand a female market impossibly.At present, the females characteristic tendency becomes strong. 现代的女性生活形态，已经从大家都相同的标准型，进入了与他人不同的特殊型。她们不再以同一标准为目标，而是去追求每个人都不同的个性化生活。 Modern female life appearance, already from everyones same standard type, get into and the others different special type.They no longer take same standard as a target, but pursue the all different characterist