乳品消费人群特点分析

•
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 parent's instruction carry on consuming an activity, regardless is boy's son or girl's son to purchase behavior didn't°yet completely independent, the mental characteristic distinguishes not and greatly, therefore isn't 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 the youth female consumer difference not big, so our point research medium the youth female consumer.
•
•
（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
•
•
•
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, female's liking to stroll a fondness for of store, shopping has already been approve by the most people.
消费人群特点分析
让我们锁定消费群体
Let us target to consume community
• 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".
•
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、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, husband's parents purchase a 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
•
•
（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；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。
•
•
女性消费者不是指全部女性，只有在实际市场上 有购买能力的女性才是女性消费者。
The female consumer doesn't mean all female, only just physically have the female of the ability of purchase on the market be a female consumer.
• 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, understand you of customer base, be give the product position and find out target custom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 dresses, cosmetics etc. independence decision.
•
• •
在我国，通常包括青年、中年女性消费者，年龄 段从18~55岁左右。
At the our country, usually include the female consumer of the youth, middle age, age segment from about 18~55 years old. This is that the female in the young child purchase is mostly
女性消费者市场特征 Female consumer market characteristic
• 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 follows some characteristicses in over-emphasizing shopping: •
•
Female consumer market characteristic
•
•
女性消费者市场特征
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.
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 reasonableness 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 the emotion factor under the function, the creation purchases motive.
•
•
（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
•
•
（四）有较强的自我意识和自尊心
(Four)There is stronger ego realize and sense of pride
女性消费者市场特征与分析 and analysis •The female consumes market characteristic
• 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 Female consumer market characteristic
•
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 shape 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. •
•
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, child's thing.In the family big piece merchandise purchase, their opinions also have important influence function, have some persons even be end decision makers.