Consumer Behavior 。。。。

The basic characteristics of consumer needs (a) diversity Due to the different consumers in the age, personality, nature of work, ethnic traditions, religious beliefs, lifestyle, habits, cultural level, economic conditions, hobbies, emotions, will and other aspects of the existence of varying degrees of differences in the object of the psychological needs of the consumer and to meet the way is also diverse, the choice of the dominant need is not consistent. Such as China's vast territory, a variety of consumption habits. To eat, in the pastoral areas of Mongolia, Uygur, Tibetans and other customary food dairy products, such as milk tofu, dried milk, cheese, yogurt, etc., a very rich variety. The Hui people, for reasons of faith, only eat cows, sheep, chickens, ducks, geese and other meat. Residents in the northeast of China are used to eating beans and noodles. Some ethnic minorities in Yunnan prefer to eat raw or half-cooked meat. Another example, in order to meet the basic material needs of the premise, young intellectuals in the marriage of the general purchase of writing desks, bookcases, and young workers married less purchase of these furniture, instead of decorative cabinets and dressers. Another example is that young people like movies, dance, a modern art form, while most of the elderly prefer the local theater.　Business enterprises in the face of consumer needs are very different, a variety of needs, should be based on market information and their own ability to determine the market objectives, as far as possible, to provide consumers with a variety of types of goods. If we can "meet a hundred customers with a hundred goods", cleverly adjust the mouth, and at the same time pay attention to advocate in line with national conditions, civilized and healthy consumption concepts and forms of consumption, the diversity of consumer needs may be achieved.　(ii) Developmental The content of consumer needs is diversified from the static distribution, and from the dynamic point of view, it is the process of advancing from low to high, from simple to complex. With the development of commodity economy and the improvement of spiritual civilization, psychological needs will continue to produce new objects, consumers of a need once satisfied, no longer subject to the need to stimulate the influence of the factors, and desire and seek other higher level of need, and constantly to the development of new needs.　From the historical change of the "three big things", we can see the development of people's consumption needs. 1970s, Chinese people regarded watches, bicycles and sewing machines as the "three big things" in the family, and in the 1980s, the new "three big things": color TVs, bicycles and sewing machines were the "three big things". In the 1980s, the new "three big things": color TV, refrigerator and washing machine brought another surprise to our life. In the 1990s, Chinese people focus on improving the quality of life, what are the "three big things" at this time? Some people summarize them as air conditioners, computers and telephones, others say that they are private homes, small cars and modern communication equipment, and more people believe that today's Chinese consumption has diversified, and it is difficult to make a unanimous judgment on the "three big things". Looking back at the trajectory of the development of household consumer durables, we can see the fact that in just 30 years, Chinese urban household consumption has gone from the "old three" to the "new three", and is now in full pursuit of a better quality and taste of life. The "three big things", a common name that bears the marks of the times, will also disappear from people's memory. Another example, from the 60's to the 90's, urban and rural residents of the clothing situation has also undergone major changes, monotonous blue color, gray color, black color, young people in the yellow color has gradually disappeared, down jacket, fur clothing, wool sweater pants, jacket, fitness pants, tweed coats, wind and rain coat and western-style clothes rise. With the fashion supporting a variety of leather shoes, travel shoes and sports shoes, as well as ties, head scarves, socks, glasses and other consumption has also doubled. Service consumption of tourism, photography, etc. has also had a rapid development, adding new colors to people's lives.　As far as different needs are concerned, when a certain need is satisfied to a certain extent, another new need arises. There can never be absolute fulfillment at any time. In this sense, needs are never-ending. Consumer needs evolve with the development of society. With the reform and opening up, some regions and individuals first rich, part of the urban and rural residents of China's consumption in the 1950s mainly to pursue the "food, clothing and warmth", the mid-80s to the 90s will be "eating to speak of nutrition, wear to speak of beautiful, live to speak of spacious, with speak of high-grade! "This has become a new trend of consumer psychology in the society.　The development of the need, and the objective reality of the stimulus changes have a great relationship, the social and political system of change, changes in morality, living or working environment changes, and even changes in publicity and advertising, can prompt consumers to produce the need to transfer and change. Recognizing this feature of consumers' needs, business enterprises should take the degree and trend of consumers' needs development as the standard in their production and operation, and provide commodities with better performance, higher quality, lower cost and more uses. If the style and function of commodities are consistent for several years, ten years or even decades, the normal development of consumer needs will be hindered.　(iii) Inducibility Consumers decide what kind of consumer goods to buy, what kind of consumption method to adopt, how to consume, depends on their own purchasing ability, but also governed by ideological consciousness. Surrounding environment, social atmosphere, interpersonal communication, publicity and education, literature and art, etc., can prompt consumers to produce new needs. Or by a need to another need to transfer; or by the potential need to become a real need; by the weak desire to become a strong desire. Therefore, consumers' needs can be guided and regulated to form, and can also fade or change due to external interference. Advertising in the commodity economy in the developed society can be "flooded", but also is an indispensable guide to the life of consumers. A movie can make some kind of fashion a household name, popular all over the world; a piece of news can put some kind of goods in the eighteen layers of hell, and it is difficult to turn around forever. Such as the general public like to eat fresh fish, hate frozen fish, science articles put forward the reasoning that reasonable frozen fresh fish its food value is not less than the unfrozen fresh fish, which dispels the consumer's concerns. Another example is that, for a period of time, our leaders advocated the novelty and colorfulness of clothing, and demanded that the dullness of the past be changed, and also advocated that people wear suits. These advocates plus the cooperation of the clothing sector, so that the Chinese people's clothing habits change. It can be seen that the indubitability of consumer needs does exist.　Business enterprises should not only meet the needs of consumers, but also should inspire and induce consumer needs, that is, through a variety of effective ways, with scientific values, the concept of happiness, the concept of consumption to guide the development of consumer needs, so that it is more and more rationalized to change the backward habits of consumption, so that the material consumption and spiritual consumption coordination and unity, and gradually achieve the optimization of the consumption structure and demand structure.　(D) Cyclicality Every consumer has some needs that will not arise again for a certain period of time after they are satisfied. But with the passage of time will re-emerge, showing the characteristics of the cycle. However, this recurring needs, in the form of always constantly renovated, and only then, the content of the need will be rich, development. For example, women's headscarves have always been changing between long, square and triangular styles over the years; leather shoes have always been changing patterns between square, round, pointed, flat, medium and high heels. This periodicity is often and biological organism function and the natural environment changes in the cycle of adaptation, but also with the life of the commodity, social customs, purchasing habits, work and leisure time, fixed income to obtain time and so on. For example, the sales of many commodities is determined by the natural seasonal changes in the cycle of sales; store business busy and consumer workdays, payday related to the formation of the cycle; clothing fashion cycle and social fashion changes echo and so on. Therefore, the study of cyclicality, the enterprise to strengthen the production and operation of the program has an important significance. Business enterprises can be based on the development of the cycle of change in the law, including the arrangement of the types of goods, sales time, sales methods, sales targets and sales locations, such as production, supply, purchase, sales, adjustments, storage.　Generally speaking, spiritual products often do not have repeated consumption cycle law, although tourism can be "revisited", reading can be "love not to release the volume", but the production of spiritual products should not be repeated and imitation, otherwise it will be stagnant. For example, if the movie is a theme, and the actors and actresses of the same image, the same director, the same plot content, the consumer (the audience) will feel boring.　(E) scalability scalability is manifested in the psychological needs of consumers to pursue the high and low levels, more or less items and the degree of strength. In real life, the needs of consumers, especially to mental products to meet the psychological needs, has a great deal of scalability, can be more or less, sometimes strong and sometimes weak. When the objective conditions limit the satisfaction of needs, needs can be suppressed, transformed, downgraded, can be stagnant at a certain level, or can be a possible way to simultaneously or partially balance the satisfaction of several different nature of the needs. In some cases, a person may also satisfy only one need and give up others. For example, thousands of revolutionaries have given up many of their personal and family needs for the liberation of all mankind; students in the revision stage of the college entrance examination have given up the need for traveling, watching movies, television, novels, playing ball and resting in order to be able to learn well enough to meet the entrance examination.　Consumer needs of scalability, is used to solve the "conflict of needs" adaptive behavior. Business enterprises in the production and operation, we must start from the current actual consumption level of consumers and national consumption history, consumption habits, pay attention to meet the material needs and spiritual needs of the two aspects of the organic combination. First solve the most basic needs, and gradually increase the degree of satisfaction of the needs of science, culture and education. Fewer flashy things, more affordable to consumers.　(F) the times of the psychological needs of consumers will also be affected by the times, the environment, the times are different, consumer demand and consumption habits will be different. Not willing to lag behind the times, with the changes in the surrounding environment and change, is often the psychological characteristics of the general public. For example, in the 1980s of the 21st century, China had a close relationship with the former Soviet Union, and the braggy (dress) that Soviet girls were used to wearing was extremely popular in China. jeans and travel shoes were introduced to China in the 1980s, which quickly influenced the consumption habits of our people. For example, with the general improvement of economic conditions and the popularization of scientific knowledge, consumers in China are now paying more and more attention to their health, and they are always positively absorbing and adopting consumption habits that are beneficial to their health, while taking a resolute attitude of rejecting those that are unfavorable to their health. In this regard, scientific consumer knowledge publicity greatly influence people's consumption habits of the trade-offs. Doctors say that the body absorbs too much fat, will cause cardiovascular disease, but also induced cholecystitis and pancreatitis, so that people will consciously change their original eating habits. The emergence of the above situation, all show the characteristics of the times.