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Advertising Strategy Research on White–Collar Lady’s Consumption Psychology

Author: ZhangZuoZuo
Tutor: TangXiaoLing
School: Xiangtan University
Course: Communication
Keywords: White-collar women Consumer psychology Consumer behavior Advertising accepted attitude Advertising strategy
CLC: F713.8
Type: Master's thesis
Year: 2011
Downloads: 465
Quote: 0
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Abstract


The 21st century is a lot of economists known as the \. They have ahead of consumer ideas and freedom of consumer behavior, they are a guide and facilitator of fashion, they city dazzling gold group. However, in a competitive market environment, in the face of great consumption potential \Higher incomes and social status of the white-collar women decided they have strong spending power and consumer influence, the same time, because of changes in the working and living environment, but also makes them showing a double role characteristics, both traditional female characteristics, such as Gu love children, but also has the characteristics of a new era of women, such as independence, self-confidence, and the pursuit of individuality. This dual role characteristics also decided they have a more complex consumer psychology, with traditional female beauty, sensual, emotional consumer psychology, they also have a white-collar women specific symbolic consumption, conspicuous consumption, the pursuit of quality of life, focusing on consumer psychology of emotional experience in the shopping process. Based on these consumer psychology, the writer's white-collar women conducted a survey of the attitude of acceptance of advertising, the survey showed: white-collar women in various types of media advertising than men and more receptive to the vivid and sensuous media. White-collar female consumer psychology and attitude and acceptance of advertising tells us that only their characteristics to develop a differentiated advertising strategies to inspire and promote their purchasing behavior. Finally based on white-collar female consumer psychology and affirmative attitude toward the ad, standing on the point of view of the practice and market development the advertising themes strategies for white-collar women, advertising creative and performance strategies, advertising media strategy and promotional strategy, expectations give the advertising industry and marketing sector to bring some useful lessons. In order to \women, in order to put forward the advertising strategy for white-collar women.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising
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