From college students to explore consumer psychology and consumer behavior seminar business marketing strategy

Paper Keywords: consumer psychology, consumer marketing strategy network marketing features

Abstract: College students are a special group of consumers in large numbers, is a huge consumer market, but also showed significant consumer features the face of this particular group, business, how to use effective marketing strategies to recruit this group, the article from This perspective was discussed.


Students entered the university gates, that means the parents away from home, spending about 3,000 yuan per semester, each year it is 6,000 yuan, (this is the level of Nanchang, other provinces may be higher school students about the National College 1,300 million, the total estimate, about seventy-eight billion, and shows how this is a huge consumer groups ah, no wonder some old lady used to say, I was selling tea at the school gate can also their support. careful one must find out each school will always have a lot of shops, a market that is facing students who are dependent students and many businesses in the competitive process, are trying to look toward school, and scrambled to the school advertising. Thus, the students how the huge consumer market, which businesses use effective marketing strategies on how to seize this huge market, it is very worth to study, to explore the .


First, the consumption patterns of college students

Mentioned above, the average consumption per person per year students 6000 yuan, which are their own consumption, as the same type of people, when they have nothing in common consumer characteristics that they have what kind of consumer mentality is this? Below to specifically explore:
(A unique
Students in the consumption growth to maturity of the transition period, while performance was novelty divergent, full of curiosity, acceptance of new things to the outside world is particularly strong. So in the community, attracted many new stuff, "try" The idea has become the source of this kind of psychological, so they tend to go toward the stream at the forefront, while the pursuit of individuality, like to do to dress different, or buy some unique items, in order to introduce Note that to achieve a self-fulfilling effect.

(B interest of
Many young people are "groupies", college students, too. So, they put part of the cost of living in the acquisition of their idol with a tape or CD, Illustrated, Entertainment News, as well as a number of professional magazines and star-related stuff In addition there is Internet access, in fact, each university will have such an expenditure, but more or less, it is understood, and some students access the year the money had to spend several thousand dollars. Overall, the students easily their favorite things to spend money, the main consumer target and their related interests.

(C fashion
Some say that college campuses are the most fashionable place and they always like fashion consumer, such as travel, computers, and mobile consumer, again is the hairstyle, clothing, accessories, daily necessities, university campuses are themselves chasing the "new" family. Survey also confirmed this, the proportion of view, "is popular," followed by price, quality, the students consider whether to buy a third factor. In particular, girls clothing, not a lot of money, but with a very modern, very stylish. They buy clothing at the time, most students want to spend not a lot of money to buy those who have some well-known brands of clothing, the results do , it is like a heartless, do not spend a low price to buy it down, but sad for days after, his bleeding cried all day, buy something else at the time is the same. Some of the boys on the difference between the , they are generally prepared a long time, according to the situation at hand to buy relatively high-end brand, will not be too care about the money already spent. which can be summarized in two words out, little boys buy big brands, strong shot, many girls out, the brand, soft to use.

(D conformity
Different campus environment will have different spending habits, which is an atmosphere on campus, such as someone out of a hair, we feel good, when the barber will naturally think that the effect of other consumer include wearing , sports consumption, there is a certain herd, but also pay attention to differences in schools.

(Five comparisons of
Surrounded by peers who are in the environment, coupled with a good many students of the family, especially prone to the competitive atmosphere which will make many people have a "what other people have, what I have," the idea of ​​someone else That upscale restaurant for dinner, I also want to go, along with some of fashion nowadays theme, promoting the formation of this mentality, to follow up the popular army. obviously the main, eat, drink and buy some popular products, the and such things in general and more money, but some students took it as a manifestation of identity, is willing to spend a high price to buy it.

(F courtesy
In college, reciprocity is very important spending power, today your birthday, I have gift to you, you invited me to dinner tomorrow is my turn to have any birthday or wedding, you and I was also generous, there is a bunch of students, one day someone please eat, or what they should consume, every few days people feel that they should salute another, but also a gang out of consumption, the result is one by one, and continue to cycle, thus greatly expand the amount of consumption.

(G blindness
This is based on psychological characteristics of the formation in front of several mental and psychological herd played a leading role in addition, the students spotted by the many businesses that consumer psychology has launched a number of commodities and the like factors, leading to consumption of college students no loss of place, such as: introduction of a new album a singer, a sports brand new style market, not a long time, will "you have me all there is." In fact, the purchase of goods is useful, or whether have use value, not necessarily the time of purchase to give more consideration to students. "brought the matter to buy" consumer seems to have become an important feature of contemporary college students.

(H impulsive
College students spending a total of young people also have the characteristics that the purchase of goods, sometimes prone to impulse buying, for example, they are vulnerable to the impact of advertising sales, had obviously no intention to buy their own this product, but the salesman said was well, or see the ads attractive and unexpected purchase of their wish to be the result of the buy and then regret it.

(Nine girls of around
Male college students spending a large part is used for contacts, and more for exchanges and girls, boys and girls together is easy to spend money on special, caring person and not difficult to find, some bars, restaurants and mid-range Some areas of public consumption, the vast majority of boys and girls are common consumption, but at this time, boys generally do not care about how much they like as long as the happy, so the consumer after completion, happy, while the same sex in with not the same, especially girls, may be less than the usual consumption.

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(X) unplanned
I believe the people who have been through college, knows that most college students will be poor-mouth, regardless of whether he is rich, maybe he's living on $ 10,000 a year, but said the money was always called, when to end, or the end of the semester, and some even in the opening half, began shouting did not eat the fact that they are very wealthy people, at the beginning, when he considered himself a lot of money, some things seem not to be a lot of money, it would seem very practical, results to see the good things that want to buy, then open the wallet was discovered that without spending money so when aware of the need to save time, money also fast running out, since it can only save Kim used to eat because of purse drop too much, they will start shouting the poor, not knowing that it had not planned their own money, which is rich in many college students, a common problem.


Second, the business marketing strategy

From the above analysis we can see that college students are so huge consumer market, and that the characteristics of consumer behavior of college students is also very clear as marketing staff, the departure from where, what kind of specific implementation strategies in order to make businesses get the most benefit. This paper argues that through the following points:
1. Many students special attention to personality to promote. Always different with others like themselves, so manufacturers should pay attention to their products as new, there are characteristics that can distinguish between different objects, and use different ways to meet different object enterprises to meet the individual needs of students, they can conduct personalized marketing, custom marketing and network marketing. Students will access, and computers play a very forward, just as businesses develop Internet marketing provides the greatest possibility and network marketing can also be students to meet consumer demand, specifically manifested in the following areas:
(1 network marketing is a consumer-oriented, personalized approach to marketing.'s Largest network marketing is consumer-driven features that consumers will have greater freedom of choice than in the past, they can be personalized according to their characteristics and needs to find a global scale to meet the product, without geographical restrictions by entering URL or companies interested in virtual stores, consumers can get more information and their combination, make shopping even more personality. personal newspaper, for example, consumer may pre-set their preferred sections and layout, thus get a complete design of the newspaper according to their personality. This individual will lead the development of consumer companies to rethink their marketing strategies to individual needs of consumers as the products and services provide the starting point. Second, with computer-aided design, artificial intelligence, remote sensing and remote control technology, the modern enterprise will have a lower cost and more varieties of small batch production capacity, this capability is the foundation for personalized marketing But to truly personalized marketing must also address the huge promotional costs of network marketing, there was this problem provides a feasible solution. a variety of corporate sales information on the network will be digital form, can be very Send low-cost and can be modified as needed at any time, thus the huge promotional costs savings. enterprises according to consumer feedback and requests for information by using automated systems to provide special services, such as via e-mail sent to consumers specific information or extend festive greetings. This allows businesses to meet the students as individual consumer needs.

(2 network marketing students to meet the demand for shopping convenience. Network provides 24-hour service, there is no time limit for holidays or business that consumers can always check the information or shopping. Query and shopping process takes very short, simple procedure fast in some option, or a special purchase of goods this advantage is more prominent, such as books to buy, consumers do not have anywhere to be found in major bookstores, will not result in a local bookstore did not stock and could wish for. this feature to make online shopping in particular by those who need large amounts of information for decision-making analytical consumers or to reduce the shopping time for the target consumers favor. Shopping for college students to save time and effort.

(3 Web-based marketing to meet consumer demand attention to the price. As mentioned earlier, network marketing can save companies huge marketing and distribution costs, production costs and lower prices make it possible, while consumers can on a global scale to find the best price, or even directly to the producers order to bypass the middlemen with direct sales or multi-level marketing compared to TV, consumers do not have to afford the high cost of advertising or sales commission salesman multi-layer, which can lower The purchase price to achieve. just to meet the college's pursuit of low prices of products.

2 for the consumer's interest in students and fashion, the proposed sale of certain goods in the course of things can and mix some of the stars, as gifts also, such as picture books, song disc, etc. In addition, the dealer should also sell some new things out on as propaganda, to do some more fresh, lively campus promotional activities. You can also play some of the beautiful campus life advertising, linking it with fashion, a fashion guide the consumer. In this case, it will also attract those comparisons with the herd and consumer psychology of people.

3 business college students to pay attention to make good use of the blindness and consumer impulse buying behavior. How can we make people buy, the key is promotions and marketing methods, how to motivate students to buy the first time, here about these types of situations: (a very good advertising, a want to eat or want to use, (2 cheap, buy one get one, or bid farewell to things, people feel a good deal to buy the kinds of things, (3 with spiritual values, For example, some souvenirs, or gadgets (4 challenging, for example, can test out some of the intelligence puzzle or game.

4 regardless of manufacturer, or service, as long as the focus for the student market, the services should pay special attention to girls in the products or services not only to pay more attention to the taste for girls, but also pay attention to create a romantic atmosphere and atmosphere, and even consider providing free services to the girls, attracted the girls, boys will naturally bring a lot of patronage.

5 pin money for college students identify the characteristics of planned sales opportunity, college students with money is very difficult to have planned, and the more money, plan the worse, as the number of sales in the formulation of business strategy, they must look time machine, preferably during the time in the school, students are more pockets full, easy to buy some high-priced goods, and to the rear half of the semester, especially the fast month of that school, except for some relatively cheap food, other goods Promotional activities
Best to stop moving, because students have no money, and when the exam that is coming, and they concerned with learning, and not focus so much energy to
These commodities.


Third, the conclusion

College students is a special consumer groups, but also many businesses struggle to compete the current foot focus. Who can use a better marketing strategy, the maximum extent possible to meet the needs of contemporary college students, more students of all ages, who will be able to compete to win, becoming the biggest winner.


References
[1] white fighting the wind. Consumer psychology analysis [M]. China Economic Publishing House, 2006.

[2] Chen Wenhua. Consumer psychology and marketing strategies [M]. China International Radio Press.

[3] Gao Fei, Zhang Congying, Yue Wang. College students consumer psychology and consumer behavior [J]. Chinese Clinical Rehabilitation, 2005,9 (20.

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