乳品消费人群特点分析

消费人群特点分析•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。•Amarketingmasteroncesaid:Thecustomerwantedthecustomerwhichwantstoholdtightyou,wanttounderstandyoufirst,respectyouofcustomer.•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。•Beshowedfromthis,thinktosellaproductso,firstly,understandyouofcustomerbase,begivetheproductpositionandfindouttargetcustomerthus.让我们锁定消费群体Letustargettoconsumecommunity•女性消费市场特征与分析•Thefemaleconsumesmarketcharacteristicandanalysis女性消费者市场特征与分析•Thefemaleconsumesmarketcharacteristicandanalysis•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。•Thefemaleconsumerdoesn'tmeanallfemale,onlyjustphysicallyhavethefemaleoftheabilityofpurchaseonthemarketbeafemaleconsumer.•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。•Attheourcountry,usuallyincludethefemaleconsumeroftheyouth,middleage,agesegmentfromabout18~55yearsold.•Thisisthatthefemaleintheyoungchildpurchaseismostly•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。•undertheparent'sinstructioncarryonconsuminganactivity,regardlessisboy'ssonorgirl'ssontopurchasebehaviordidn't°yetcompletelyindependent,thementalcharacteristicdistinguishesnotandgreatly,thereforeisn'tacorpustostudyalone;Buttheold-ageandfemaleconsumerpurchasebehaviorandmentalstatefromtheyouth,middleagebecamehabitwithsettletype,withmediumtheyouthfemaleconsumerdifferencenotbig,soourpointresearchmediumtheyouthfemaleconsumer.女性消费者市场特征Femaleconsumermarketcharacteristic•第一，人数多，潜力大，是家庭和个人购买决策的重要参与者。•Thefirst,numbermany,thepotentialisbig,isafamilywithpersonalimportantparticipantwhopurchasedecision.•我国人口统计资料表明，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。•Theourcountrycensustakingdataexpressesthatthefemaleinthepopulationhasahalforso,usuallyhaveinthemarketprominentimportantfunction.Fromtheyouthperiodbeginning,theygeneralconsumetooneselfoffashionabledresses,cosmeticsetc.independencedecision.•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。•Atthefamily,theyundertaketheroleofwife,motheragain,thereforeisalsoapurchaseofgreatmajorityfood,dailynecessity,child'sthing.Inthefamilybigpiecemerchandisepurchase,theiropinionsalsohaveimportantinfluencefunction,havesomepersonsevenbeenddecisionmakers.•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。•Becauseofpersonalityandphysiologycharacteristics,female'slikingtostrollafondnessforofstore,shoppinghasalreadybeenapprovebythemostpeople.女性消费者市场特征Femaleconsumermarketcharacteristic女性消费者市场特征•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：•Thesecond,thefemaleconsumerusuallyunderstandsconsumption,understandsvogueandunderstandsinthemodernsocietyofconcernafamilymember,sotheyhaveasfollowssomecharacteristicsesinover-emphasizingshopping:•（一）注重商品的外表和情感因素•(A)Payattentiontooutwardappearanceandemotionfactorofmerchandise•（二）注重商品的使用性和细节设计•(Two)Usageanddetailwhichpayattentiontoamerchandisedesign•（三）注重商品的便利性和生活的创造性•(Three)Payattentiontotheconvenienceofthemerchandiseandthecreationofthelife•（四）有较强的自我意识和自尊心•(Four)ThereisstrongeregorealizeandsenseofprideFemaleconsumermarketcharacteristic•（一）注重商品的外表和情感因素•(A)Payattentiontooutwardappearanceandemotionfactorofmerchandise•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。•Maleconsumeratshopping,especiallypurchaselifedailynecessity,homeappliances,morebasicfunctionoftheattentionmerchandise,actualeffect,atpurchaseabigpieceavaluablemerchandise,haveastrongerreasonablenessdominationability;Butthefemaleconsumerthenhaveaverygreatdissimilarity,theypurchaseadressmerchandise,includeclothing,dress,shoehat,scarf...etc.,tothemerchandiseexternalappearance,shape,especiallyexpressamongthemoftheemotionfactorvaluesvery,usuallyintheemotionfactorunderthefunction,thecreationpurchasesmotive.女性消费者市场特征Femaleconsumermarketcharacteristic•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。•Myproducingaffectivereasonisvarious,suchastheassociationofthought,merchandiseshapeproducebytheimpliedmeaning,stylecolorofmerchandisebrandbringofthepleasantimpression,environmentatmospherebecomeofsweetfellingetc.,canpurchasemotivebythemaidservantconsumercreation,sometimesproduceimpulsetopurchasebehavior.•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。•Femaleconsumershoppingthiskindofemotionfactornotonlytakeplaceafunctionwhilepurchasethemerchandisethatoneselfuse,butalsoalsoverystrongwhilegivingthehusband,sonsanddaughters,parents,husband'sparentspurchaseamerchandise.Certainly,thefemaleconsumercausesbecauseofthemerchandiseofemotionandpersonalinterestingaspect,interest,oneselfoftheimaginationdintbenearconcern.女性消费者市场特征Femaleconsumermarketcharacteristic•（二）注重商品的使用性和细节设计•(Two)Usageanddetailwhichpayattentiontoamerchandisedesign•由于女性消费者在家庭中的地位及从事家务劳动的经验体会使她们对商品的关注角度与男性有所不同。她们在购买生活日常用品时，更关注商品的实际效用，关心商品带来的具体利益。•Becausethefemaleconsumerisatthepositionoffamilyandbeengagedintheconcernanglethatthehouseholdchoresexperienceofthelaborre