What does perceptual consumption bring?

The first era: the era of rational consumption

In this era, on the one hand, due to the low living standard, consumers only pay attention to the quality of the products themselves and pay attention to cheap and durable. Therefore, the "good" and "bad" products become the standards for consumers to buy. On the other hand, because the market has just started, the production enterprises and production capacity are very limited, and the demand of consumers is great, thus forming a seller's market in short supply. Consumers' needs and desires are not valued by producers. In the view of producers, as long as the price of their products can be accepted by the market, no matter how many products they can sell, they don't have to worry about other additional requirements of consumers, so producers only strive for product standardization from the enterprise itself. Improve efficiency, reduce costs through mass production to obtain profits, and form a marketing concept of "enterprise-centered" focusing on production and neglecting market. That is, the "product-oriented stage".

The second era: the era of sensory consumption

In this era, people's consumption concept has changed greatly due to the improvement of living standards. Consumers began to pay attention to the quality differences of similar products and showed great interest in innovative products. They prefer to pay higher prices to buy higher quality and newer products. "Emphasis on brand, style and use" has become the first or main content of people's consumption concept. Therefore, "like" and "dislike" become consumers' purchase standards. For producers, the good days when no matter how many products are produced, they can be sold have gradually gone. After the 1930s, with the development of industrialization and mechanization, the labor productivity and output of producers increased rapidly, which made a large number of products flood the market and the phenomenon of oversupply appeared. As a result, the status of buyers and sellers has changed significantly, and the market state has changed from the original seller's market to the buyer's market. What to buy, who to buy and how much to buy are all decisions made by consumers in a wider range of choices. Therefore, the producer's focus is to use all means to stimulate consumers to buy their own products, so that the company's ready-made products can be sold in large quantities as soon as possible and become a "sales-oriented" stage. They make great efforts to set up a special sales department, or let wholesalers and retailers share profits, and use various sales and promotion methods, such as advertising, discounts, gifts, door-to-door lobbying by salesmen, to achieve the goal of maximizing sales. As for whether the product really meets the needs of consumers and whether consumers will regret or feel cheated after buying it, they will not consider too much. From this era, we can see that consumers' demands are more and more diversified, the consumption level is getting higher and higher, and producers' eyes are also turning from production to market. In the "sales-oriented" stage, although producers have to sit up and take notice of consumers, they are still in a state of indifference and neglect to consumers' deeper needs because of this urgent and strong sales psychology, which is essentially an "enterprise-centered" marketing concept.

The third era: the era of perceptual consumption

With the progress of society and the changes of the times, people pay more and more attention to the enrichment of the soul, and consumption becomes more and more critical. The requirements for commodities are no longer quality, price and brand. But whether the commodity has the charm of activating the soul and whether it can bring spiritual satisfaction in the process of purchase and consumption. Therefore, "satisfaction" and "dissatisfaction" become the criteria for consumers to buy.

At this time, the status of producers is getting worse and worse, and an unprecedented serious issue is facing producers, wholesalers and retailers: that is, the market competition is becoming increasingly fierce, and consumers are becoming more and more picky. Sellers of products should not only make their products competitive, but more importantly, they should really recognize the needs of consumers, plan their business activities according to the needs of consumers, produce products and services that meet human needs, arouse and satisfy customers' desires, regard customers as the starting point and center of the whole market activities, and do everything from customers and for customers. The market has changed from "sales-oriented" stage to "demand-oriented" stage, forming a modern marketing concept of "taking consumers (customers) as the center".

It can be seen that the evolution of consumption concept and marketing concept is consistent with each other, demand leads to production, and production promotes demand. With the cascade changes of people's needs, the two are constantly interrelated, promoting each other, improving and developing together.

The formation of consumption concept in this editor

The formation of consumption view is not only the result of long-term accumulation of national culture, but also a direct reflection of social reality. Among many factors that affect personal consumption view, mainstream consumption view and personal factors are the basic factors that affect the formation of consumption view.

First, the influence of mainstream consumption view on personal consumption view. Although western consumerism culture has become the mainstream of popular culture since 1950s, it has not had a wide direct impact on China so far. In China's cultural and economic thoughts, "prepare for danger in times of peace" and "live within our means" are deeply rooted. However, the lack of long-term material means of subsistence during the planned economic system after the founding of the People's Republic of China advocated hard work and building the country through thrift, which further strengthened people's conservative consumption concept. This conservative mainstream consumption concept is deeply influenced by tradition and will not change rapidly because of the substantial improvement of people's living standards in just 20 years of reform and opening up.

Second, the influence of personal factors on consumption concept. Through the modeling and analysis of various factors that affect consumers' consumption view, we can see that the main factors that affect consumers' personal consumption view are income, age, gender, place of origin and educational background, and the most influential factor is educational background. Because of their relatively high education level, they accept new ideas faster, and their high education level is more avant-garde in consumption concept. At the same time, because of their high education level, their income level is relatively high. However, the difference of native place also causes the difference of consumption concept, and the coefficient of income relative to consumption concept index is small, which shows that the growth of net income does not play a leading role in consumption concept, or it can be said that income is not the main factor affecting consumption concept in terms of the influence of culture and income on consumption concept.

The influence of consumption concept on consumption behavior in this paragraph

While the consumption concept is influenced by other factors, it also profoundly affects people's consumption behavior. Of course, the stimulation of consumption behavior is the result of the comprehensive effect of many factors, such as commodity itself, brand image, consumers' main consumption motives and consumption concepts, among which consumption concepts play a leading role. Specifically:

First, consumption concept affects consumers' brand preference. The survey found that the more avant-garde consumers are, the more inclined they are to like and choose international brands, while the conservative consumers mostly choose domestic brands according to the price and quality ratio.

Second, the concept of consumption directly affects consumers' evaluation of their consumption environment. Through the correlation analysis between consumption concept index and consumption environment evaluation index, it shows that the more avant-garde the consumer's consumption concept is, the less attention is paid to the important consumption environment, and the requirements for the consumption environment are not high. It can be seen that promoting consumption and promoting consumption concepts will inevitably make the consumption environment face more severe challenges, but the improvement of the environment can only be completed through the efforts of the government, enterprises and organizations from all walks of life.

Third, the concept of consumption affects people's choice of places and ways of consumption. At present, the main place for citizens to consume in China is supermarkets, followed by large shopping malls. Supermarket is chosen because people think that the price of goods is appropriate, the quality of goods is guaranteed, the goods are abundant and the service is thoughtful. At the same time, the high frequency of logistics also ensures the freshness of goods and the continuous introduction of new products. The main reason for choosing a large shopping mall is its attractive service and quality; Although the free market and wholesale market are low in price, most of them are self-employed individuals with strong liquidity, and the price distortion is serious, so the quality of goods cannot be guaranteed. The survey shows that 63.2% residents choose price, 25. 1% residents choose quality, and 25.2% residents choose shopping environment. College degree or above, the consideration of quality and service is obviously higher than the average level, while the consideration of price is lower than the average level. In terms of age, the first factor is price, and quality assurance is chosen as the second factor. Shopping environment and convenience are concentrated in the elderly and teenagers.

Consumers with the concept of saving consumption seldom go shopping in specialty stores or boutiques, accounting for only l2.9%%, but the proportion of choosing wholesale markets and free markets is the highest; However, more than half of consumers who have the concept of early consumption choose to go to specialty stores or boutiques and large shopping malls, reaching N53.7%% and 55.2% respectively, and the proportion of consumers who go to wholesale markets and free markets is less than half of other types.

Fourth, the concept of consumption also directly affects people's expectations and future consumption. In the next few years, consumers in China will mainly spend on housing (5 1.3%), children's study (49.4%) and tourism (4 1.3%), and there will also be some demand for automobiles, finance, further study and home decoration, accounting for 22.9%, 22.3% and 27.3% respectively. The more avant-garde the consumption concept, the lower the proportion of housing, children's schooling and furniture decoration in future consumption, and the higher the proportion in tourism, automobile, financial investment and further education; In the future, consumers who are thrifty and live within their means will mainly spend on housing and children's study; The investment in tourism, automobile and finance accounts for the highest proportion in future consumption.