On Group Consumption and Product Packaging (2)

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 conservative ideas 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, 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 emotion of things has 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. 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 more impulse purchases than planned purchases.

Finally, the pursuit of practicality and maturity. In the process of pursuing fashion, young consumers inevitably have some 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 backward products and their backward packaging, causing little interest. For the products recommended to young consumers, their packaging should be unique in shape, color, decoration, and text description. It should be unconventional to achieve good sales promotion results. 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-psychological, 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 liquor produced in Changsha is packaged as a white porcelain altar and has a gourd shape, which is full of personality characteristics. Some young people are not alcoholic, but he wants to buy a bottle of “white sand liquid” 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 appearance 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 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. 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 position of purchasing decision-makers. 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 to get a meal, and that life 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 give more attention to the practicability 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 goods and the appropriate price is the motivating factor for stimulating consumers in the middle and old ages.

Second, middle-aged and elderly consumers pay attention to the convenience of the use of goods. Middle-aged consumers are at the heaviest stage in their lives due to their work and life. To ease the burden, consumers are more than welcome to provide convenient and practical products. For example, convenience foods, daily consumer goods that can reduce domestic work, etc.

Finally, middle-aged and elderly consumers buy more rational purchases than impulse purchases. The young consumers mentioned above have more impulsive purchases because of their emotional richness and other factors; while in the middle and old age, some of their children do not have economic sources, some have little income, and the elderly do not have much retired wages or have no economy. income. Middle-aged and elderly consumers should not only arrange their family life well, but also consider their economical rationality. Therefore, only those products that meet the demands of middle-aged and old consumers are purchased by them, and they are rarely purchased impulsively.

2. Commodity packaging strategies for middle-aged and old consumers

For the psychological characteristics of middle-aged and elderly consumers, the following strategies should be taken into consideration for the packaging of commodities needed by middle-aged and older people:

First, highlight the brand and pay attention to its inertia. Middle-aged and elderly consumers are highly loyal to their brands, manufacturers, and trademarks. Middle-aged and elderly consumers tend to follow their habits. Once they are used to a certain consumer product, it is difficult to change easily. Years are flowing and time passes, but they remember the time-honored brand names that were used in the past and have been preferred in youth. Therefore, in order to gain more middle-aged and elderly consumers, commodity packaging should pay attention to the promotion of old, old, and old brands. The frequent replacement of the manufacturer's name, commodity name, and trade mark is unwise.

Second, the pursuit of convenience and practicality. Middle-aged and elderly consumers are not as illusionistic as young consumers. They are very mature. Their purchasing motivation is often based on convenience and practicality. Product packaging should have relatively simple and clear instructions and instructions for use. The price is cheaper, and the packaging should not be too luxurious. Otherwise, they fear that the prices will be high and they will not dare to care. Middle-aged and elderly consumers generally want to pay less and buy better, more practical products.

Finally, respect cultural traditions and pay attention to the naming of trademarks. Middle-aged and old consumers respect the traditional culture and traditional customs of the nation, and the brand name of the commodity packaging has a great influence on the purchase behavior of this part of consumers. Among middle-aged and elderly consumers, those trademarks with good fortune are welcomed. For example, brands such as “Longevity Brand”, “Double Happiness Brand”, “Jinlong Brand”, “Jinfeng Brand” and “An Lok Brand” have a good meaning. “To buy a good brand, a good luck figure”. Sometimes this brand, trademark, can cause this part of the consumer's desire to buy and purchase interest. The commodity trademarks used by middle-aged and elderly consumers are best offended. We must consider the use of commodities and the psychology of middle-aged and elderly consumers. Trademarks such as the "Pagoda" brand, when used on a hat, make people feel that there is a tower on their head, which is not so comfortable. If the name "Fuxing Brand" and "Fuxing Xingzhao" are received, they will be welcomed.

(Author Cheng Weibao: Department of Social Sciences, Zhuzhou University)