Stable Children'S Clothing Market Interpretation Of Six Major Psychological Characteristics Of Children'S Consumption

As a special consumer group, children have their own unique consumption psychology. consumption Psychology generally has the following characteristics:

　 I. non purposeful purchase

Children are mostly blind when shopping. They do not have a specific goal, and the rate of buying at random is very high. Disney, a shop assistant in Guangzhou, said: "many children will be addicted to addiction when they see that some styles are very beautiful, but they are not agreeable. Brand transformation is also very fast."

Two, showing off, comparing psychology

We often find that when a group of children together, they will show off their new ones. clothes New toys, and compete with each other. They are proud of having the best and the most advanced clothes and toys. For example, the French brand, the nice rabbit, is always there. Clothes & Accessories Some new high-tech gadgets have been developed, and many children in schools are making comparisons with their parents and buying their parents when they go home.

Three. Conformity psychology

Because children's psychological mechanisms have not yet matured, it is easier for them to produce herd mentality than adults. When most children consume, they tend to choose what other children choose, so as to reach agreement with others so as to avoid being isolated by their peers. The role of vulnerable groups in children makes them more afraid of alienation than adults. This is also a deep reason for their conformist mentality when they consume.

Four, licensed purchase

Twenty-first Century is a century of brand prosperity. Children growing up under various brands have become a strong licensed buying group. If we mention yogurt in China, children will think of "Wahaha"; when it comes to jelly, we will think of "happy Lang Lang". As in France, we will think of fashion in Paris. When it comes to nice, we will think of sand and sunshine, especially the local children in France. When I mention nice, I like the nice rabbit dress. Often see some children in consumption, will actively identify cards to buy. Obviously, brand has become an important factor in children's consumption.

Five. Susceptible to irritation.

As mentioned above, children are very curious and have a keen sense of novelty. This determines that they respond more strongly to stimuli than adults. Children's consumption will be affected by various stimuli: bright coloured packaging (visual stimulation), strong food smell (olfactory stimulation), soft toy touch (tactile stimulation), and desire to buy. Implement purchase behavior. Sometimes children even buy something they don't want for a favorite toy. As at McDonald's. Promotion Many children buy hamburgers for Snoopy's doll.

Six, new and old

Children's psychology is very unstable. Their attention is easily transferred. Novelty is easy to attract their attention, but once the novelty is gone, their attention will soon shift. Therefore, when children are consuming, there is also a strong psychology of being happy and old.