Consumer psychology and marketing strategy under the new normal

introduction: now the United States consumer habits and behavior change is mainly manifested in three aspects: one is to reduce consumption. Do not buy can not buy, such as food, gasoline and other necessities of life; can not buy less to buy, only to buy enough in the near future.

at the end of December 11th, the central economic work conference made it clear that adhere to improve the quality and efficiency of economic development as the center, the initiative to adapt to the new normal economic development. Especially in the central economic work conference for the first time in the literature to pay more attention to the market and consumer psychology, to promote stable and healthy economic development. How to understand the change of consumer psychology and marketing under the new attitude has become the focus of economic development in the future.

in 2008 with the impact of the U.S. financial crisis, the European debt crisis and the rise of emerging economies, have to admit that the world’s consumer psychology and consumer behavior is becoming more and more difficult to understand. The researchers obtained information about consumers channels are becoming more and more fantastic, especially when the Internet and mobile Internet popularization and popularity, changes in consumer psychological characteristics is more difficult to understand. Although consumer tastes more Tastes differ all tastes. consumption psychology and behavior, but for their mining is untraceable especially from the American market, consumer psychology and behavior change is not difficult to see that the new problems of future consumption psychology and behavior in China are facing and how to adapt to the new normal marketing.


change 1: changes in consumer habits and behavior.

now the changes in consumer spending habits and behavior in the United States mainly in three aspects: first, reduce consumption. Do not buy can not buy, such as food, gasoline and other necessities of life; can buy less to buy more, only to buy enough in the near future; the use of goods and the preservation of the time was significantly prolonged; reduce the consumption of luxury goods. Two is to pick cheap. The business has always been spoiled US consumers have no discount will not easily pay the habit, after the financial crisis, they are more concerned about the price and sale activities, the popularity of mobile phone advertising more convenient for them to use than three goods, merchants issued coupons and coupon rate increased significantly; the packaging procurement by members of the club favor; meet the basic necessities of life have the preferential price, began hoarding phenomenon. Three is to reduce the grade. Consumers generally go to a lower level of the store to shop; give up the original love of the brand, to switch to a lower level of the brand or to buy more stores own brand.

change 2: changes in the composition of mainstream consumers.

" baby boomers " generation has always been the main force in the U.S. consumer market, in the United States, this group is usually born in 1945-1964, 76 million. Now this group of people have retired, someone is going to retire, because of their age, their consumption significantly from clothing, watches, TV, furniture and other goods to health care, tourism, entertainment and other services, these changes have attracted close attention in business.


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