On Group Consumption and Product Packaging

Social consumption can be divided into individual consumption and group consumption according to the consumption target. Individual consumption refers to the sum of consumer behavior of each person who has the ability to pay. Group consumption refers to the consumers who have certain common consumption characteristics as a whole and the majority of consumers in the society as the consumption of groups composed of different consumers. Under the conditions of market economy, commodity packaging as a means of promotion cannot be adapted to the psychological needs of each individual consumer. However, it should and must address the psychological needs of consumer groups and adopt appropriate packaging strategies.

The age of the consumer is usually used as an important criterion for dividing the consumer group. The age-divided children's consumer groups, young consumer groups, middle-aged and old consumers' consumption needs, consumption motivation, and even purchase behavior all have larger values. Group differences. In the following, some discussion will be made only on its general psychological characteristics and the product packaging strategy that should be adopted.

I. The psychological characteristics of children's consumer groups and product packaging

The child consumer group is a group of children from 1 to 14 years old. In the total population, they occupy a large proportion. Children from 1 to 14 years old in China account for about 38 to 40%. This age group of consumers constitutes a large consumer army, forming a consumer group with specific mentalities and behaviors. Analyzing the psychological characteristics of this group's consumption is the promotion strategy of commodity packaging can not be ignored.

1. Psychological characteristics and commodity packaging of children's consumer groups

From infants to 14-year-old children, their consumption psychology and consumer behavior change greatly due to a series of external factors. Its consumption psychology and behavioral characteristics are as follows:

First of all, from purely physiological consumption, it gradually develops into consumption with social content. In childhood, children are mainly physiologically needed. As they grow older, they need to develop from instincts to the needs of a society with self-consciousness. Children aged 4 to 5 years are basically consumers of goods and seldom act as purchasers. However, after entering school, their buying awareness will be added to parents' purchasing behavior and affect their parents' buying decisions.

Second, from imitative consumption to consumption with personality characteristics. Child consumption starts with imitation consumption. Other children have a toy pistol and they must buy one. Later, as the age grew, imitation consumption was gradually replaced by personal characteristics.

Again, consumer sentiment has evolved from instability to stability. Children's consumer sentiments are extremely unstable and changeable. They like to enjoy a certain consumer product, sometimes they do not like it. This unstable consumer sentiment is particularly prominent in preschool age.

In the end, the scope of the consumer psychology is gradually expanded, from being influenced by the family to being influenced by society. Consumers in childhood are mainly affected by the family because their own activities are limited.

2, packaging strategies for children's goods

Understanding the consumer psychology and behavior of children's consumers is aimed at adapting to their characteristics and adopting corresponding commodity packaging strategies to stimulate the purchasing motivation of children's consumers and satisfy their different psychological needs. So, what kind of product packaging strategies can arouse children's consumers' desire to buy and make their purchases a reality?

First, distinguish different objects and use different ways of satisfying them. Differentiating different objects means differentiating consumers of different age groups among children and adolescents. Children's consumers do not have economic sources, which determines that their consumer psychology and buying behavior cannot completely separate adult consumption activities. But at different ages, this degree of inseparability is not the same. Infants, generally parents as the main purchaser of their consumer goods. The design requirements of commodity packaging can be completely based on the consumer psychology of young parents. Preschool-age children have already participated in various activities for parents to purchase goods. Commodity packaging must consider both the requirements of parents and the wishes of children.

Second, improve the appearance of goods, attract children's attention, and promote purchase behavior. Although young children and children have been able to carry out simple logical thinking at this age stage, the intuitive and concrete image thinking still plays a leading role. In addition, the experience of commodity recognition is not very rich, and it is not good at comprehensive judgment and inspection of commodities. Therefore, the appearance and color of the product packaging and the product body must take into consideration the children's psychological characteristics and curiosity. The product packaging and the packaged product body must be colorful and have various shapes. For example, elephants, giraffes, white rabbits, and other animal models that are popular with children can be used to enhance the appeal of children.

Finally, product packaging should be stable, and pay attention to improving the degree of memorization. Children's consumer knowledge is often random. But by the time of youth, the permanence of this memorization will be greatly strengthened. Those unique brands, brands, trademarks, product shapes, and unique and novel product packaging that are loved by children and young children are hard to forget once they are memorized and formed by children. As they grow older, their status in the family changes and they become influencers of family shopping. This impression formed by memorization will play a big role in promoting sales of goods.

Second, the psychological characteristics of young consumers and commodity packaging

The youth consumer group refers to the consumer group whose age ranges from 15 to 30 years old. This part of the consumer population is large. According to China's third census data, the number of existing youth in China is nearly 300 million, accounting for about one fourth of the country's total population. It is a large consumer group.

Young consumers have strong independence and great purchasing potential. Consumers entering the youth period not only have the ability to purchase consumer goods, but also have the decision-making will to independently purchase. For large commodities, the purchase of many families almost solicits their opinions. After taking part in the work, they have a source of income, but also less burden, and their purchase of goods is more independent. Therefore, the design of commodity packaging should pay great attention to the consumer psychological characteristics of this consumer group.

1. The psychological characteristics of young consumers

Youth is a group of young people transitioning from middle age to middle age. Young people are easy to accept new things, keep their minds at least, and dare to make progress. As a consumer group, compared with other consumer groups, their psychological and behavioral characteristics are:

First, pursue fashion and express the times. The young people are passionate, agile and active in thought. They have hopes and illusions about the future. Young people are adventurous. Any new things and new knowledge make them curious. Young people seek new ideas, pursue boldly, refuse to agree with them, and have strong creativity. force. In terms of consumer psychology and consumer behavior, the pursuit of novelty and fashion, the pursuit of the enjoyment of the United States, trying to express the times, leading the consumer trend. Therefore, young people are often the pursuers, tryers and promoters of new commodities and new consumer behaviors.

Second, the pursuit of personality, self-expression. Youth consumers are in the transitional period from juvenile immature stage to middle-aged mature stage. The strengthening of self-awareness has become the psychological demand of young consumers, and the sentiments towards things have become more and more profound. They are pursuing independence and each action seeks to demonstrate the connotation of "I." In terms of consumer psychology and consumer behavior, the youth’s propensity to consume has shifted from instability to stability, and they are very fond of commodities that can express individual psychology, require distinctions from others, and require no generalization. With the development of self-consciousness and the maturity of sexual function, they hope to establish their own personal image to meet the needs of friends. Therefore, pay attention to self-expression in consumption.

Again, the emotions are rich and impulsive. Another typical feature of young consumer psychology is the "bipolar" psychology. Since young people are in a transitional period, their thoughts, feelings, interests, hobbies, personality, and temperament are still not completely stable, and they are emotional and impulsive. Therefore, objective conditions have a prominent influence on their consumer psychology and purchasing behavior. When shopping, emotions are fierce and it's easy to go extreme. Although their consumer psychology is now shifting from instability to stability, there are still more impulse purchases than planned purchases.

Finally, the pursuit of practicality and maturity. In the process of pursuing fashion, young consumers inevitably have certain blindness, but because they have knowledge, culture, science, communication, and contact information, they are basically blind to the choice and purchase of consumer goods. . While pursuing fashion personality, it is also pursuing the practicability and scientific nature of new products and pursuing the genuineness of consumer products.

2. Packaging strategies for young consumer goods

Young consumers are numerous and widely distributed. In urban areas, young workers typically account for 50% of the number of workers, and in rural areas, young people account for about 70%. The strategy of commodity packaging that should be adapted to the psychological characteristics of young consumers is:

First of all, in order to seek new psychology, we strive to create novel packaging. Young consumers are particularly fond of novelty and are willing to accept new things. Commodity packaging should pay attention to novelty, peculiarity, and emphasis on fashion. Young consumers are reluctant to care about obsolete and lagging commodities and their backward packaging, causing little interest. For the products recommended to young consumers, the packaging should be unique in style, color, decoration, and text description. It should be unconventional to achieve good sales promotion. The summer shirts are placed in merchandise display cabinets. They are very inconspicuous and there is no consumer patronage. Someone has come up with a new trick. The “Don't love me, I don’t have any money” printed on the T-shirt will cater to the psychology of youth consumers seeking new ideas. This batch of unsold shirts will be sold out.

Second, for the performance of self-psychology, and strive to pack personalized features. Commodity packaging pursuit of personalization is also a kind of new psychology. However, personalization is in terms of generalization, and seeking for new psychology is in contrast to old psychology. There are differences between the two. For example, bottles containing white wine are generally bottled in glass, and the packaging is more general. The “white sand liquid” produced in Changsha is packaged as a white porcelain altar with a gourd shape that is full of personality characteristics. Some young people are not alcoholic, but he has to buy a bottle of "white sand" wine, because this personalized gourd altar packaging attracted him.

Finally, for the pursuit of fashion psychology, strive to pack modern features and artistic features. The emergence of every new consumer trend in society is always inseparable from youth. To meet the new trend of consumption, reflecting the characteristics of the era is always the first and most fully expressed from the young consumers. Gold and silver jewelry products, young consumers first to buy; daily skin care, hair care products, young consumers to use the first; use of gift wraps bedspreads, beds, blankets, silk quilt, etc. become young people scramble to buy Newly-married supplies; packaging of high-end couple products, such as couples rings, couple watches, and even couples gloves, couples toothbrush ... ... not as a consumer fashion, favored by young people.

Middle-aged and old consumers' psychological characteristics and commodity packaging

Middle-aged and older people generally refer to people over the age of 30. The 30 to 50-year-old age group is middle-aged, and the 50-year-old or older is an old person. There are also males over 60 years old and females over 55 years old. The middle-aged consumers are in the stage of their children's needs of raising and parents need to support them. Their working hours are tight, family burdens are heavy, families spend more, and consumer purchases are greatly constrained. However, because the children of middle-aged consumers are not yet independent, parents have entered the ranks of the elderly. Therefore, whether it is a generation of families (children without children) or two generations of family, three generations of families, middle-aged consumers are generally in the decision-making process of purchasing goods. position.

1, the psychological characteristics of middle-aged and old consumers

The old and middle-aged people are familiar with the ups and downs of life, knowing that it is not easy for a porridge to have a meal, and it is not a matter of luxury. Its consumer psychology features:

First of all, pay attention to the unity of the practicality and price of goods. Young consumers are increasingly pursuing commodity fashion. Middle-aged and elderly consumers are more familiar with life and are limited by economic conditions. They pay more attention to the practicality and price of goods, and they also have a certain degree of appearance. The request. To be exact, the better unity of the actual utility of the commodity and the appropriate price is the motivating factor for stimulating the purchase of middle-aged and elderly consumers.

Second, middle-aged and old consumers