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女性消费心理变化新动向

发布时间:2019-09-20 10:46:34 编辑:笔名

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 女性消费者的行为有个人差异,因状况的不同而有变化,相当复杂。不过主要是受三种因素支配:经济因素、心理因素和社会因素。就其心理因素来说,又包括动机、知觉、学习、思考、个性、态度、价值观。不了解女性消费心理的变化,就不可能了解女性市场。 当前,女性的个性化倾向变得强烈。现代的女形态,已经从大家都相同的标准型,进入了与他人不同的特殊型。她们不再以同一标准为目标,而是去追求每个人都不同的个性化生活。

另外,由于价值观的变化,现代女性的自主意识增强。在家庭中强烈希望 拥有不受丈夫或小孩束缚的时间 , 想做家务事以外有益于自己的事情 ,在工作场所则要求 发挥自己的才能 、 寻找自身价值 ,不再只是要赚钱。

女性的变化,是可自由支配的时间增多了。首先是因为寿命延长,养育小孩的期间缩短,结果使得人生整体的自由支配时间增长了。另外是因为家用电器的普及和速食食品,家务钟点工服务业的发展等,使得以一日为单位的自由时间增多了。女性不必再为家务事而辛苦,进而可以享受许多的自由时间。

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