Two Characteristics Of Consumer Behavior

Decent Essays
Consumer groups are part of the social structure, they have similar consumer psychology, and gradually form their unique consumption characteristics. The advertising industry should accurately grasp the awareness of different consumers. Using the appropriate advertising effect, so that this type of people have a desire to consume, make purchases, and achieve commodity circulation. From the social class division, the whole society by commodity purchasing power can be divided into common consumption group and high income consumption group. Yum! Brands Inc. with its keen intuition and the apprehensive research and analyze of the Chinese market, come to the fore in the numerous competitors in the Chinese market has achieved unprecedented success. …show more content…
When shopping, they pursuit of cheap goods, pay more attention to the practicality of goods and cost-effective , and they are more willing to spend a small amount of money to buy more things. When analysis of such people 's consumer behavior, it can be summed up as "practical and low-cost." In addition, the quality of their purchase of goods is a measure of contrast factors. Therefore, commercial advertising for this types of consumers is supposed to reflect a clear price and quality information in order to attract the consumer groups to consume. Take Kentucky 's advertising for a example, KFC in China has been rapidly develops in recent years, not only because of its high efficiency marketing model, its advertising effect cannot be ignored. When KFC first entered China, Kentucky ads highlight fashion, giving the impression of high-end consumption to the Chinese consumers, which is difficult to attract people like middle class or low-income consumers. Soon KFC found that their products do not meet the public needs , especially lack of attraction of the middle class and low-income consumer groups. To this end, they improve their advertising program, promoting its products more close to everyday 's life. Advertising images are also the main image of common people, and use "eating well on the cheap" as advertising slogan. This advertising effect is the reason how KFC how successfully …show more content…
These people create value to the society, while also accumulating a lot of wealth themselves. For them, the demand for goods has gone beyond the basic characteristics of merchandises. They in choice of goods are more focusing on high quality, the consideration of commodity prices has become second. Advertisement for this type of consumer must take how they concerned about good quality and status symbol of a product in to consideration, in order to attract their attention. High-income groups in the community is defined as the elite group, its own also have such awareness. When they are shopping, high-quality and symbol of status is to be concerned. The consumption pattern of these consumers, also leads the planning of commercial advertising to became more timely and targeted to high-value merchandise promotion and product positioning. To Pizza Hut as an example, Yum! allowed the company to enter the Chinese market accompanied by the image of high-end Western food restaurant, invite celebrity for endorsements and invest a lot of money on visual effect, thereby to create a high-quality image to the mass. In the eyes of high-income earners, this high-quality catering match their status and identity, dining in Pizza Hut is a symbol of success. This high-end catering on the one hand to meet the daily needs of life, but also to meet consumer 's psychological appeal of

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