第十三章 年龄与性别消费行为课件.ppt

河北经贸大学 武宗志 消费行为学 第一节性别与消费行为 一、男女消费心理异同 Shopping for clothes is not the same experience for a man as it is for a woman. A man goes shopping because he needs something. His purpose is settled and decided in advance. He knows what he wants, and his purpose is to find it and buy it. All men simply walk into a shop and ask the assistant for what they want. If the shop has it in stock, the deal can be and often is completed in less than five minutes, with hardly any chat and to everyones amusement.　　　　 For a man, slight problems may begin when the shop does not have what he wants. In that case the salesman tries to sell the customer something else - he offers the nearest to the article required. Good salesman brings out such a substitute with skill: I know this jacket is not the style you want, sir, but would you like to try it for size. It happens to be the colour you mentioned. Few men have patience with this treatment, and the usual response is: This is the right colour and may be the right size, but I should be wasting my time and yours by trying it on. For a woman, buying clothes is always done in the opposite way. Her shopping is not often based on need. She has never fully decided what she wants, and she is only having a look round. She is always open to persuasion, willing to try on any number of things. Uppermost in her mind is the thought of finding something that everyone thinks suits her. Most women have an excellent sense of value and are always on the look-out for the unexpected bargain. Faced with a roomful of dresses, a woman may easily spend an hour going from one rail to another before selecting the dresses she wants to try on. It is a tiresome process, but apparently an enjoyable one. Most dress shops provide chairs for the waiting husbands. 二、女性消费者群体的消费心理 爱美求美心理强烈 具有较强的价值意识，对价格敏感 注重商品的实用性和细节设计及外表 注重商品的便利性和生活的创造性 有较强的自我意识和自尊心爱听赞美之言 购买商品挑剔，求全心理强 攀比炫耀从众心理 冲动性和盲目性 三、男性消费心理特征 挑选商品注重大的方面，易忽视细节； 目标较明确，决策迅速果断； 自信心较强，不易受外界影响 环境布置要典雅温馨、热烈明快、有个性特色。 商品设计注重细节，