On Group Consumption and Product Packaging (1)

Social consumption can be divided into individual consumption and group consumption according to the consumption target. Individual consumption refers to the sum of consumer behaviors 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 for commodities.

The age of the consumer is usually used as an important criterion for dividing the consumer group. The age-divided child consumer group, youth consumer group, middle-aged and old consumer group, consumer needs, consumer motivation, and even purchase behavior all have larger 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 apply 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 purchase 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 home shopping. This impression formed by memorization will play a great role in promoting sales of goods.

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