男性与女性消费心理.ppt

女性的消费行为和男性心理上区别,Womens consumer behavior and psychological differences between men,一、男性消费心理,Male consumer psychology,1动机形成迅速、果断，具有较强的自信性,男性的个性特点与女性的主要区别之一就是具有较强理智性、自信性。他们善于控制自己的情绪，处理问题时能够冷静地权衡各种利弊因素，能够从大局着想。有的男性则把自己看作是能力、力量的化身，具有较强的独立性和自尊心。这些个性特点也直接影响他们在购买过程中的心理活动。,Personality characteristics of men and women is one of the main differences between a strong sense of self-confidence of the. They are good at controlling their emotions, dealing with problems to weigh all pros and cons calmly, to proceed from the overall sake. Some men put themselves as the ability of the embodiment of strength, independence and strong self-esteem. These personality characteristics have a direct impact on their mental activity in the buying process.,动机形成迅速、果断，具有较强的自信性,因此，动机形成要比女性果断迅速，并能立即导致购买行为，即使是处在比较复杂的情况下，如当几种购买动机发生矛盾冲突时，也能够果断处理，迅速作出决策。特别是许多男性不愿“斤斤计较”，购买商品也只是询问大概情况，对某些细节不予追究，也不喜欢花较多的时间去比较、挑选，即使买到稍有毛病的商品，只要无关大局，也不去计较。,Therefore, the motivation for the formation of rapid and decisive than women, and can immediately lead to purchase behavior, even in complex situations, such as when several conflicts happened when purchasing motivation, but also to deal decisively and quickly make decisions. In particular, many men do not want to “preoccupied“, to purchase goods only asked about the situation on the details, not to pursue, do not like to spend more time to compare, choose, buy a little wrong with the goods even if unrelated to The overall situation, not to care.,2购买动机具有被动性,就普遍意义讲男性消费者不如女性消费者经常料理家务，照顾老人、小孩，因此，购买活动远远不如女性频繁，购买动机也不如女性强烈，比较被动。在许多情况下，购买动机的形成往往是由于外界因素的作用，如家里人的嘱咐、同事朋友的委托、工作的需要等等，动机的主动性、灵活性都比较差。我们常常看到这样情况，许多男性顾客在购买商品时，事先记好所要购买的商品品名、式样、规格等，如果商品符合他们的要求，则采取购买行动，否则，就放弃购买动机。,Common sense to say consumers often female than male consumers housework, care for the elderly, children, therefore, frequently buying activity is far less than women, women not as strongly motivated to buy, more passive. In many cases, the purchase of the formation of motivation is often due to the role of external factors, such as the familys orders, colleagues and friends of the commission, the work requires, and so, the motives of the initiative, flexibility, weak. We often see this situation, many male customers to buy goods, recorded in advance of goods to be purchased good name, style, size, etc., if the goods meet their requirements, the purchase of actions taken, or to abandon the purchase motivation.,3购买动机感情色彩比较淡薄,男性消费者在购买活动中心境的变化不如女性强烈，不喜欢联想、幻想，他们往往把幻想看作是未来的现实。相应地，感情色彩也比较淡薄。所以，当动机形成后，稳定性较好，其购买行为也比较有规律。即使出现冲动性购买，也往往自信决策准确，很少反悔退货。需要指出的是，男性消费者的审美观同女性有明显的差别，这对他们动机的形成也有很大影响。比如，有的男同志认为，男性的特征是粗犷有力，因此，他们在购买商品时，往往对具有明显男性特征的商品感兴趣，如烟、酒、服装等。,Center male consumers in the purchase of women as a strong environmental changes, do not like to think, imagine, they are often seen as the fantasy of the future. Accordingly, also more emotionally weak. So, when the motivation to form, the stability is good, their buying behavior is also more regular. Even if there is impulse buying, and often self-confident and accurate decision-making, rarely go back on return. It should be noted that the male consumers aesthetic there are obvious differences with women, which is the formation of their motives have a significant impact. For example, some gay men that is characterized by rough, strong men, so they buy goods, often with obvious features of the items youre interested men, such as tobacco, alcohol, clothing and so on.,案例一：七匹狼,福建七匹狼集团在中国繁杂的市场环境中,以独特的视野、差异化的竞争策略,成功地在与男性消费者的营销心智中塑造了狼的个性,培育了“倡导男士族群新文化“的七匹狼品牌个性,使公司在纷繁芜杂的男性消费品中独树一帜,品牌资产得以提升.这种将品牌的主要性格特征全部融入到企业涉及的各行业的现象,在我国工业企业中是十分罕见的.,七匹狼,七匹狼实业股份有限公司前身福建七匹狼制衣有限公司成立20年来，主要经营“七匹狼”休闲男装品牌服饰的高新技术企业，经过二十年的发展，目前已拥有上海、香港、东京三地优秀服装设计师，世界先进的电脑自动化生产设备，国际标准化、封闭式的工业园，产品款式新颖、面料精美、工艺精湛，素有“茄克专家”的美誉。,“狼”集智慧、机灵、团结于一身，是极具拼搏力、顽强执着，不停地为生存而奋斗的群体性动物，七匹狼商标图形是一匹向前奔跑的彪狼，以昂头挺尾奔越的形状，四脚蓄积爆发的立姿表现公司创业者勇于突破传统，独具个性的舒展形象。它整体呈流线型，充满动感，给人奋勇直前的感觉象征着企业不断开拓的奋斗精神，英文专用词“SEPTWOLVES”及中文“七匹狼”。象征着公司以一个团结的整体面向未来的经营作风和企业凝聚力；墨绿色是企业的标准色，象征着青春、活力、孕育着勃勃生机。 七匹狼很好的迎合了男性消费者的内在的隐形需求和成功欲,二、女性消费心理,在现代社会，谁抓住了女性，谁就抓住了赚钱的机会。要想快速赚钱，就应该将目光瞄准女性的口袋。店铺在市场销售中，应当充分重视女性消费者的重要性，挖掘女性消费市场。女性消费者一般具有以下消费心理,In modern society, who seized the women, one who will seize the opportunity to make money. To make money fast, you should sights on womens pocket. Shops in the market, we should pay full attention to the importance of female consumers, and tap the female consumer market. Female consumers generally have the following consumer psychology,1)追求美观,女性消费者还非常注重商品的外观，将外观与商品的质量、价格当成同样重要的因素来看待，因此在挑选商品时，她们会非常注重商品的色彩、式样。,Female consumers also attaches great importance to the appearance of goods will look with the quality, price as an equally important factor to look at, so in the selection of goods, they will attach great importance to product color, style.,2)追求时髦,俗话说“爱美之心，人皆有之”，对于女性消费者来说，就更是如此。不论是青年女子，还是中老年女性，她们都愿意将自己打扮得美丽一些，充分展现自己的女性魅力。尽管不同年龄层次的女性具有不同的消费心理，但是她们在购买某种商品时，首先想到的就是这种商品能否展现自己的美，能否增加自己的形象美，使自己显得更加年轻和富有魅力。例如，她们往往喜欢造型别致新颖、包装华丽、气味芬芳的商品。,As the saying goes, “beauty of the heart, in everyone“, for women consumers, even more so. Whether young women, or middle-aged women who are willing to own some of the beautiful dress, full of their own femininity. Although women of different ages have different levels of consumer psychology, but they buy a commodity, the first thought is that this product can show their beauty, can increase their beauty, to make themselves look younger and more wealthy Charm. For example, they tend to form unique new, gorgeous packaging, fragrant products.,3)感情强烈，喜欢从众,女性一般具有比较强烈的情感特征，这种心理特征表现在商品消费中，主要是用情感支配购买动机和购买行为。同时她们经常受到同伴的影响，喜欢购买和他人一样的东西。,Women generally have a relatively strong emotional characteristics, such psychological characteristics reflected in the consumption of goods is mainly dominated by emotional buying motives and buying behavior. At the same time they are often influenced by their peers, and others like to buy the same thing.,4)喜欢炫耀，自尊心强,对于许多女性消费者来说，之所以购买商品，除了满足基本需要之外，还有可能是为了显示自己的社会地位，向别人炫耀自己的与众不同。在这种心理的驱使下，她们会追求高档产品，而不注重商品的实用性，只要能显示自己的身份和地位，她们就会乐意购买。,For many female consumers, the reason for purchase of goods, in addition to meeting basic needs, there may be to display their social status, to show off their different people. In this psychological, driven by the pursuit of high-end products that they will not pay attention to the practicality of goods, a