Women Show High Loyalty And Recommendation In The Consumption Process

Research shows that more than 70% of China's social purchasing power is in the hands of women, and 80% of purchasing decisions in the huge consumer market are usually made by women. In terms of population, there are as many as 250 million urban female consumers aged 20 to 50 in China. Because they play multiple roles in the family, such as daughter, wife, mother and housewife, they not only buy the goods they need for themselves, but also are the main buyers of most children's goods, elderly goods and household goods. Therefore, the number of female buyers is huge.

Women have their own consumption habits when shopping, which is very different from the male group; Women have become the most dispersed, complex and misunderstood target consumer group in the world today. For enterprises, no matter what kind of industry they are in, if they have any negligence, neglect or indifference to this consumer group and avoid dealing with female customers, they will bring incalculable losses to enterprises. On the contrary, if you are quick to respond, actively adapt to reality, and understand what modern women want, it means you can get rich returns.

Compared with traditional women, modern women have a stronger desire for knowledge, better job opportunities, more generous salaries, and more important roles in life. They want to live more diverse lives, try more new things, become more independent economically and spiritually, and obtain time-saving and convenient services.

Female consumers are often decision makers and major influencers of consumption. In family consumption, women are often decision-makers and executors, and have great suggestions on buying houses, home decoration, and private cars. As long as businesses can impress female consumers, they will occupy a large market share.

Women's nature determines that women's consumption characteristics are different from those of other consumer groups, so enterprises must not take it for granted or follow the crowd in the process of terminal sales of women's products. Instead, they should deeply investigate and study women, and understand women's consumption characteristics from the perspective of psychology and physiology:

1. Women show high loyalty and recommendation in the consumption process

Because women have high requirements when purchasing a product for the first time, they will maintain high loyalty once they choose a brand to make up for the time they spent initially. In addition, women are willing to share. Word of mouth is more popular among them, so it is easier to recommend brands that they trust to others.

2. A serious sense of conformity in the process of consumption

This is the unique consumption characteristics of female customers. As long as there are friends around who use a brand again and feel good about it, then the female friends around her will identify with the brand and choose the brand. When they see a store surrounded by many people, they always love to join in the excitement in front of it.

3. Women's irrational atmosphere and mood are dominant in the process of consumption

Pleasure: No matter what age a woman is, she will always have a childlike dream. She likes something that looks comfortable and attractive at a glance, and will give generously for the moment. So women love shopping, not for shopping, but to appreciate all kinds of beautiful things.

Sense of glory: I'm afraid only women can feel the deepest sense of "God".

Satisfaction: getting the latest popular information from shopping will give women a sense of satisfaction.

Happy feeling: Women do go shopping to vent their emotions to some extent, which is a way to release pressure.

Sense of ownership: seeing all kinds of goods inside, and then having things you like and need, I feel very stable in life.

4. In the process of consumption, women are easily affected by the environmental atmosphere, and are easily moved by some special prices and gifts.

Female consumers are easily influenced by the atmosphere of the terminal store in the process of shopping. If someone is scrambling, they should also follow.

At the same time, they are particularly impressed by discounts, gifts and small gifts when shopping, and sometimes they will buy goods for a favorite gift. Sometimes she thinks that the discount is very affordable, and she may choose to buy it no matter whether it is useful or not.

Marketing countermeasures

In view of the unique habits of women in the process of shopping, businesses must grasp the characteristics of women's shopping when formulating marketing strategies and formulate targeted marketing plans.

Attention should be paid to details in commodity design

There are great differences between women and men when they choose goods. Women are more careful when they choose products. They pay special attention to the workmanship, materials, appearance and other aspects of products. They also like to compare with similar types of goods, such as styles and prices. Men, on the other hand, tend to shop purposefully and do not want to spend more time on shopping. They think they can basically clinch a deal if they like.

Goods can keep up with the trend

Fashion goods must be loved by everyone, that is, the so-called fashion. Businesses must catch the fashion trend and design trendy goods, so as to attract more female consumers. Women find it hard to bear the commodities that fall behind the trend. It is also difficult for them to make a clear judgment on what is popular. They often follow the merchants, who are pushing what style of goods. As long as many people like them, they will attract more female customers to follow. This is also women's consumer psychology. If businesses can grasp it well, they will be able to create a global brand network and make great achievements.

Sales promotion attracts women's attention

The adoption of appropriate promotional means has a very good effect on promoting women's goodwill towards enterprises and developing women's markets. Women are more sensitive to price than men. Generally, women find it difficult to resist the temptation of low prices. On the one hand, women are "frugal". On the other hand, women are the main decision-makers of household spending. Considering household spending, they are also very accustomed to bargaining, which can better satisfy their "take advantage" mentality. Some women are lavish in buying high-end cosmetics and millions of real estate, and they can't see that they are "thrifty" at all. For vegetables purchased for one yuan, they can shop around there and bargain; It can be seen that they do not think that low prices are their favorite. They think that every price is a good product, and high prices will also have high quality.

How can businesses plan promotions that attract women's attention? They can't just focus on low price competition. In fact, there are many options.

The design, color and display of commodities should induce women's feelings

The layout of shop windows and shops, the display of goods, and the combination and collocation of goods of enterprises should all pay attention to inducing women's feelings. In terms of packaging and decoration of goods, business methods, etc., attention should be paid to novelty, uniqueness, timeliness and convenience. It is better to publicize the benefits and specific benefits of a certain commodity to women than to publicize the quality and performance of the commodity to them.

The female consumer group is very large, and also the most potential group. If businesses can pay attention to and develop marketing strategies according to their characteristics, I believe that the most beautiful and high-quality cake belongs to you.