Characteristics Of Male Consumers' Purchasing Motivation

One of the main differences between men's personality and women is their strong sense and self-confidence.

They are good at controlling their emotions. When dealing with problems, they can calmly balance all the pros and cons and consider the overall situation.

Some men regard themselves as the embodiment of ability and strength, and have strong independence and self-esteem.

These personality traits also directly affect their psychological activities during the purchase process.

Therefore, motivation is faster than women, and can lead to buying behavior immediately. Even in complex situations, such as when there are conflicts between several buying motives, it can handle decisively and make decisions quickly.

In particular, many men do not want to be fussy.

Not to be investigated, nor to spend more time to compare and pick. Even if you buy something that is slightly defective, you will not care about it.

Generally speaking, male consumers do not like female consumers to regularly housework, take care of the elderly and children. Therefore, buying activities are far less frequent than women, and the motivation for buying is not as strong as that of women.

In many cases,

The formation is often caused by external factors, such as the instructions from family members, the commitment of colleagues and friends, and the need for work.

We often see this situation. Many male customers buy goods in advance, remember the names, styles and specifications of the items they want to buy. If the goods meet their requirements, they will take the purchase action, otherwise they will give up their motivation to buy.

Male

In the purchase activities, the mood changes are not as strong as women, and do not like associations and fantasies.

They often regard fantasy as the reality of the future, and their emotional color is relatively weak.

Therefore, when the motivation is formed, the stability is better and the buying behavior is regular.

Even if impulse buying occurs, it is often self confident and accurate in decision making and seldom regrets return.

What's more, it should be pointed out that the aesthetic perception of male consumers is obviously different from that of women, which also has great influence on their motivation formation.

Related links:

Advertising is through the media to disseminate information on goods or services to the public, and to persuade the public to take some kind of behavior propaganda, it is also a comprehensive work.

It includes pictures, sound, color, text and other elements.

The writing part of advertising works is an advertising copy, which includes titles, texts, slogans, and attachments. These four elements do not necessarily occupy the whole language. The advertising language refers to the first three, and it is all short and concise sentences.

The good use of advertising language can not only play a role in promoting products, but also give people the temptation of utilitarianism, which can produce artistic charm and give people the enjoyment of beauty. Good slogans are inevitably beautiful from content to form.

Marketing communication is a direct or indirect notification, persuasion and reminding to consumers. It is a way for consumers to understand the products or brands sold by the company. In a sense, marketing communication represents the voice of the brand.

It's a way to engage in dialogue or build relationships with consumers.

Integrated marketing communications (IMC) is a person who uses information to convey information and uses database operations and purposeful dialogues to influence the interests of customers and stakeholders.

There are many elements of marketing communication. The combination of marketing communication consists of 6 main means of communication, namely advertising, sales promotion, event and experience, public relations and publicity, direct marketing and personal selling.

Advertising is the central element of the marketing communication plan.

For a mature clothing brand, promotional advertising language is essential. Brand advertising is the brand culture and brand positioning of a company. How to display the brand connotation to consumers depends largely on the meaning expressed by the slogan to consumers.

Based on the definition and core points of the above advertising slogans, the five characteristics of advertising promotion slogans are as follows: first, advertising language exists in advertising activities; second: advertising language conveys brand information to audiences; third: advertising language strengthens audience impression; Fourth: advertising language has been repeatedly used for a long time; fifth: advertising slogans are slogans.

On this basis, this article defines the concept of advertising language as follows: advertising slogans are slogans used by advertisers in advertising activities over a long period of time, which are used to convey brand information and enhance audience's impression.

Visual language is a form of visual communication which is composed of the form of things and the organization of colors.

In advertising visual language design, the basic elements include text, color and graphic design, and the visual language design of the advertisement mainly refers to the visual design and layout mode of the font. The color design mainly refers to the emotional association design in the advertisement, and the graphic design mainly refers to the application of images and characters in the advertisement.

As a kind of advertising visual language, clothing brand advertising language also contains text, color and graphics. However, most of the advertising slogans of clothing brands are not fixed as trademarks. Therefore, because of the different advertising environment, there are different combinations of words, colors and graphics.