1. The number of female consumers is huge, accounting for the vast majority of the overall consumption of the whole society. According to statistics, female consumers account for 48.7% of the country's population, and young and middle-aged women who have a greater influence on consumer activities, i.e., those aged 20 to 55 years old account for 21% of the total population. The female consumer group is large in number and is the subject of most purchasing behavior. This ratio would be even higher if the number of actual buyers and purchase decision makers were counted. Because of their multiple roles as daughters, wives, mothers, housewives, etc. in the family, they not only buy the goods they need for themselves, but are also the main purchasers of most children's products, products for the elderly, and household products. Therefore, manufacturers of related products should recognize that although women are not the users of their products, they are the actual purchasers of the products or important people who have decision-making power over the purchasing behavior. Women have the absolute right to decide on the purchase of daily necessities, and also have a great deal of power to advise on the purchase of housing, home improvement, the purchase of private cars, and there are not a few families in which women make decisions. As long as the businessmen impress the female consumers, they will occupy a larger market share.

2. Female consumers have great influence. Women usually have a strong ability to express, infect and spread the ability to be good at persuasion, persuasion, pass the word to other consumers around the influence. Female consumers will take their own purchase of products and receive satisfactory use of feelings and satisfactory service experience as their own bragging capital, use every opportunity to preach to other people to prove that they have vision or shrewd. In turn, women's shopping decisions are more likely to be influenced by the experiences of other consumers. This feature determines that women are the spreaders and receivers of word-of-mouth, and some products can have the effect that general advertisements cannot achieve through word-of-mouth spread by women. However, word of mouth is also a success, but also a failure, only excellent quality can maintain the loyalty of female consumers. According to foreign surveys, usually dissatisfied with the products and services of customers in only 4% will speak directly to the company, in 96% of customers do not complain about 25% have serious problems; 4% of customers complaining than 96% of customers do not complain about more likely to continue to buy; if the problem is solved, those who complain about the customer will be 60% will continue to buy, if resolved as soon as possible, the rate will rise to 95%; dissatisfied customers will put their experience of the product, the customer will not be able to buy the product, the customer will not be able to buy the product. Satisfied customers will tell 10 to 20 people about their experience; a customer whose complaint is resolved will tell 5 people about his/her experience. Most of them will reflect their complaints to the product or service providers are female consumers, so the feedback and word-of-mouth from female customers is very important, and businessmen must please the ladies in order to win the favor of the market.

Consumer psychology of female consumers

1. Focus on the appearance of goods and emotional factors. Male consumers in shopping, especially the purchase of daily necessities, household appliances, pay more attention to the basic function of the commodity, the actual utility, in the purchase of large and expensive commodities have a strong rationality dominance; and female consumers on the appearance of the commodity, the shape, especially the performance of the emotional factors attach great importance to the emotional factors, often under the role of the emotional factors to produce the motivation to buy. Commodity brand meaning, style and color associations, the shape of the product to bring the sense of beauty or the warmth of the environment to form a warm feeling, etc. can be female consumers to generate purchase motives, sometimes impulsive buying behavior. The environment of the shopping site and the promoter's explanation and persuasion to a large extent will influence the purchase of female consumers, and sometimes can even change their previous consumer decision, so that they turn to buy promotional products.

2. Focus on the practicality of the product and the details of the design. Female consumers are delicate, the pursuit of perfection, the purchase of goods are mainly daily necessities and decorative items, such as clothing, shoes and hats, etc., and therefore pay more attention to the details of the goods than men do when buying goods, and usually spend more time comparing between different products from different manufacturers, and are more concerned about the specific benefits that the goods bring. Now rich in the same product than the performance, the same performance than the price, the same price under the comparison service, and even some small promotional gifts and service personnel enthusiastic attitude will affect the purchase decision of female consumers. This requires merchants to do their best on the details of the product to avoid the obvious flaws.

3. Focus on the convenience of goods and the creativity of life. At present, the employment rate of young and middle-aged women in China is high, and it is higher in towns than in rural areas. They have to work and do housework at the same time, so they are eager to reduce the amount of housework, shorten the time of housework, and can have better entertainment and rest. For this reason, they have a stronger demand for convenience in daily consumer goods and staple foods. New convenient consumer goods will induce female consumers to try first, and creative things make female consumers full of enthusiasm, so as to show their unique personality.

Changes in the sex consumer market

The female consumer market is a vast market with great potential. According to the third census statistics, China's female consumers are as many as 480 million, accounting for 48.7% of the country's population, of which in the consumer activities have a greater impact on the middle-aged and young women, that is, the age group of 20-50 years old, accounting for about 21% of the total population. Female consumers are not only large in number, but also play a particularly important role in purchasing activities. Not only do they make purchasing decisions about the consumer goods they need, but they also play a variety of roles in the family, such as mothers, daughters, wives, and housewives, and are therefore the majority of purchasers of children's products, products for the elderly, men's products, and household goods. As the female world has changed, the corresponding female consumer market has also changed.

First of all, goods and services that "feel" good have emerged. In contrast to men, women's purchases emphasize "aesthetics" and are easily influenced by their feelings and purchasing behaviors. More and more women are asking for "self-expression" and "taste in life". Products and magazines that bring dreams are sure to sell well among women. Young women, who are usually active and energetic at work, like to buy products that are "cozy" and "cute. While there is a lot of talk about women's self-reliance, in the private world, women continue to have childish dreams. Cafes, grocery stores, and boutiques where you can buy "cute" products, in addition to idol products and fantasy products, are popular among women.

Secondly, the packaging trend of the performance era is coming. Women's desire to buy is mostly influenced by their intuitive senses, so they pay more attention to the appearance of the design, and pay special attention to the packaging. The old-fashioned packaging is no longer attractive to them, they favor the performance of personality and interest in packaging.

Third, the gifts reproduce the new trend. Some women will spend hundreds of dollars on the one hand to buy a set of popular fashion, and the other - on the other hand, in the food court to buy food but haggling, calculating, visible women are more small amount of low-grade products, while the high-grade products are considered high quality. Gift is to cater to this psychological women, for example, two stores with different marketing strategies, one is low-priced, the other is high-priced but with gifts, it is likely that women do not have the time or ability to compare the quality of the two goods, that the quality of the high-priced must be good, and there is a gift to attract them even more. Freebies also come in a form called buy-and-buy; customers who purchase a certain item can purchase other freebies at a price lower than the market price. For women who like to be picky, this allows them to choose what they want again.

Fourth, the tendency of professional women's business supplies. This is represented by the emergence of business bags for women. Women and men must carry the same work documents and information, but before the women with the bag; almost always placed cosmetics, small things, such as beautiful kun bag, or slightly lack of functionality of the large handbag. Now bag manufacturers have produced commercial bags for women. They can not only put a lot of documents, but also comes with a lot of small bags for women to put cosmetics and small things, it is not difficult to see the manufacturers attach importance to functionality and fashionable painstakingly, because the object is a rich personality of professional women. Similar products include women's beepers and women's motorcycles.

The marketing strategy for female consumers

Because of the special position of women in consumer activities and play a special role in the formation of its unique consumer psychology and consumer characteristics. Manufacturers should pay full attention to this huge body, for women's characteristics, improve production and operation, in order to attract and maintain female customers, for enterprises to bring a steady stream of business opportunities.

1. On-site promotional activities to focus on the emotional changes of female consumers. Men pay more attention to the knowledge and skills of the service personnel, and because women are also more sensitive to the attitude, the service personnel inadvertently even a slow action, an impatient word, a contemptuous look, will be the previous gushing product sales results will be ruined. Female consumers' self-consciousness and self-esteem are stronger, which is manifested in their purchasing behavior that they like to evaluate the products, analyze the products according to their own preferences and standards, and evaluate the products. After the purchase, they always want to hear the appreciation of others. Marketers should pay attention to the art of language expression, respect for the self-esteem of female consumers, praise the choice of female consumers, in order to win the psychological satisfaction of female consumers.

2. Women's product design should emphasize the details and appearance of the image, reflecting the popularity and fashion. Women's response to lifestyle is faster than men's, and women's aesthetics influence the social consumption trend. Since ancient times, women's aesthetics have been sharper than men. Professional women in modern society are always enthusiastic about new and creative things in life. Young women's state of mind and sensibility dominate the fashion; women not only love their own beauty, but also pay attention to the image of their husbands, children and homes. The popularity of goods is mostly changed with the change of women's aesthetics, and nowadays businessmen also use the power of trend to stimulate the purchase desire of female consumers by changing the popular style of products every year. Because women for lagging behind the fashion trend is the most intolerable, and the general female consumers on the popularity of the judgment is the business and what new styles, others are wearing what, with what, that is, there is a serious herd mentality. In this regard, celebrity advertising plays a great role in instigating, well-known figures to do product image spokesman will also significantly promote product sales.

3. Adopt a variety of promotional activities to cater to price-sensitive female consumers. The use of appropriate promotional means to enhance the female consumers of the enterprise and its products, is an important way to open up the female consumer market. Price affects women more than men, and women are generally less able to resist the temptation to reduce prices. In the market for bargaining in the absolute majority of female consumers, on the one hand, out of the nature of women saving, more patient, on the other hand, because most of the family is a woman in charge of the financial power, direct control of the family's daily expenditures. This is the way most families manage their finances: men "open their sources of income" and women "cut back on expenses". Some women, on the one hand, will spend hundreds of dollars to buy a set of popular fashion, and on the other hand, in the grocery store to buy food but for a few dollars and cents haggling, calculating, visible women are more small amount of low-grade products, while the high-grade products but think the price of high-quality good. Gift is to cater to this psychological women, for example, two stores have different marketing strategies: one is low-priced, the other is high-priced but with a gift; it is likely that women do not have the time or the ability to compare the quality of the two goods, think that the quality of the high-priced must be good, and there is a gift to attract them even more.

In view of the importance of women's consumer psychology to the entire consumer market and its changes, enterprises in the development of marketing mix strategy, should pay special attention to the psychological characteristics of modern female consumers and their changing trends, to take appropriate measures. For example, enterprises should pay attention to the bright and enthusiastic atmosphere of the window layout; the design, color and style of the goods should pay attention to induce women's emotions; in the packaging of the goods across the packaging, business practices, etc., should be novel, chic, timely and convenient. To female consumers to promote the benefits of a commodity and specific benefits, than to them to promote the quality of the goods, the performance of the effect is better. It can be seen that as long as you can pay close attention to the female world, research and understanding of the female consumer's motivation to buy and demand and decision-making process of psychological activities, you can always grasp the new opportunities in the female consumer market and even the entire consumer market changes and development trends, companies can do pre-emptive, so that the image of corporate goods to match the consumer's impression, and through a powerful sales appeals to potential consumers into actual consumers, market prospects must be broad. The market outlook must be broad.