On group consumption and commodity packaging (I)
social consumption can be divided into individual consumption and group consumption according to the consumption object. Individual consumption refers to the total consumption behavior of every person who has the ability to pay. Group consumption is the consumption that regards the consumers with some common consumption characteristics as a whole and the vast number of consumers in society as a group composed of many different consumers. Under the condition of market economy, as a means of promotion, commodity packaging cannot meet the psychological needs of individual consumers. However, it should and must adopt corresponding commodity packaging strategies according to the psychological needs of consumer groups
consumer age is usually used as an important standard to divide consumer groups. There are large group differences in consumer needs, consumer motivations and even purchasing behaviors among children, young consumers and middle-aged and elderly consumers divided by age. The following is a discussion on the general psychological characteristics and the commodity packaging strategies that should be adopted. " Luuk groenewoud, strategic project and portfolio manager of Lilians, said: "The number of models and moulds of the CD-ROM production line provided by the printer is then increased.
1. The psychological characteristics of the children's consumer group and commodity packaging.
the children's consumer group is a group composed of children aged 1-14. They account for a large proportion of the total population. In China, children aged 1-14 account for about 38-40%. Consumers in this age group constitute a huge consumer army, forming a Consumers with specific psychology and behavior. The analysis of the consumer psychological characteristics of this group can not be ignored in the promotion strategy of commodity packaging
1. Psychological characteristics of children's consumer group and commodity packaging
children from infants to 14 years old are affected by a series of external factors, and their consumption psychology and behavior change greatly. The characteristics of their consumption psychology and behavior are as follows:
first, from pure physiological consumption to consumption with social content. In infancy, children mainly have physiological needs. As they grow older, their needs develop from instinctive to self-conscious social needs. Children aged 4 to 5 are basically consumers of commodities and rarely act as buyers. However, after school, their purchase awareness will join their parents' purchase behavior and affect their parents' purchase decisions
secondly, from imitation consumption to consumption with personality characteristics. Children's consumption begins with imitation consumption. Other children have a toy pistol, and they also want to buy one. Later, with the growth of age, imitation consumption was gradually replaced by consumption with personality characteristics
thirdly, consumer sentiment has developed from unstable to relatively stable. Children's consumption mood is extremely unstable and easy to change. They sometimes like and sometimes dislike certain consumer goods. This kind of unstable consumption emotion is particularly prominent in the pre-school period
finally, the scope of consumer psychology is gradually expanded, from family influence to social influence. Childhood consumers are mainly influenced by their families because their own scope of activities is limited
2. Packaging strategies for children's commodities
to understand the consumer psychology and behavior of children's consumers, the purpose is to adapt to their characteristics and adopt corresponding commodity packaging strategies. BASF's mastertop 1300 series has achieved a + grade in bre's green guide, so as to stimulate the purchase motivation of children's consumers and meet their different psychological needs. So, what kind of commodity packaging strategy can arouse children's consumers' desire to buy and make their buying behavior come true
first, distinguish different objects and use different satisfaction methods. Distinguishing different objects means distinguishing consumers of different ages among children. Children consumers have no source of income, which determines that their consumption psychology and buying behavior cannot be completely separated from the consumption activities of adults. But in different age stages, this degree of inseparability is different. In the infant period, parents are generally the main purchasers of consumer goods. The design requirements of commodity packaging can be based on the consumption psychology of young parents. Preschool children, to varying degrees, have participated in the activities of their parents to buy goods for them. The packaging of goods should not only consider the requirements of parents, but also consider the desire of children to have a wide variety of materials
secondly, improve the appearance and image of goods, attract children's attention and promote purchasing behavior. At this age stage, although children have been able to carry out simple logical thinking, intuitive and specific image thinking still plays a leading role. In addition, they are not very experienced in understanding commodities and are not good at making comprehensive judgments and investigating commodities. Therefore, children's psychological characteristics and curiosity should be considered in the appearance, shape and color of commodity packaging and commodity body. Commodity packaging and packaged commodity body should be designed in colorful and diverse shapes. For example, the animal shapes loved by children, such as elephants, giraffes and little white rabbits, can be used as commodity packaging to enhance the attractiveness of children to commodities
finally, the commodity packaging should be kept stable and attention should be paid to improving the level of memory. The memory of children consumers is often random. But in adolescence, the persistence of this kind of memory will be greatly enhanced. Those brands, trademarks, product shapes, unique and novel product packaging that are unique and loved by children are difficult to forget once they are remembered and impressed by children. As they grow older, their status in the family changes and they become the influencers of family shopping. This impression formed by memory will greatly promote the sales of goods