Changing Trends in 1. Consumer Behavior

Consumer behavior refers to the behavior of consumers in the purchase and use of goods or services, including consumer needs, preferences, decision-making process, purchase behavior, use behavior and evaluation behavior. Consumer behavior is affected by many factors, such as personal factors (such as age, gender, income, education, lifestyle, etc.), social factors (such as family, friends, groups, culture, social class, etc.), psychological factors (such as motivation, attitude, belief, emotion, cognition, etc.) and market factors (such as products, prices, promotions, channels, etc.).

With the development of social economy and the progress of science and technology, consumer behavior shows the following significant trends:

Consumer demand is more diversified and personalized. Consumers are no longer satisfied with a single functional needs, but pursue more emotional, social and self-expressive needs, such as brand image, aesthetic taste, personality style, social responsibility and so on. Consumers no longer passively accept the standardized products and services provided by the market, but hope to make customized and personalized choices according to their own preferences and needs, such as color, size, style, function, accessories, etc.

Consumer preferences are more variable and uncertain. Consumer preferences are influenced by a variety of factors, such as personal experience, social environment, sources of information, psychological state, etc., all of which may change over time, place and context, leading to changes in consumer preferences. Consumers no longer stick to the loyalty of a certain brand or product, but are willing to try different brands or products to satisfy their freshness and curiosity.

The consumer decision-making process is more complex and intelligent. Before purchasing and using goods or services, consumers will go through a complex decision-making process, including problem identification, information search, scheme evaluation, purchase decision-making and post-purchase behavior. In this process, consumers will be stimulated by a variety of internal and external information, such as personal memory, emotions, attitudes, beliefs, etc., as well as information from the market, society, and media. With the popularity of the Internet and mobile devices, consumers can obtain and process a large amount of information more conveniently, and can also use artificial intelligence and other technologies, such as search engines, recommend systems, intelligent assistants, etc., to assist their decision-making process.

Consumer buying behavior is more diversified and convenient. When purchasing goods or services, consumers can choose a variety of different purchase methods, such as online purchase, offline purchase, online and offline integration purchase, etc. Consumers can also choose a variety of different payment methods, such as cash, bank cards, e-wallets, scan code payment and so on. Consumers can also choose a variety of different delivery methods, such as self-delivery, express delivery, unmanned delivery and so on. The diversification and convenience of these purchase methods enable consumers to flexibly arrange their purchase behavior according to their own needs and preferences.

Consumer usage behavior is more interactive and social. When consumers use goods or services, they are no longer an isolated individual, but a member of society who interacts with other consumers and businesses. Consumers can share their experience, feelings and comments with other consumers through a variety of channels, such as social media, online communities, live broadcast platforms, etc., as well as communicate, feedback and complaints with enterprises. Consumers can also collaborate and innovate with enterprises by participating in various activities of enterprises, such as evaluation, trial, crowdfunding, co-creation, etc. These interactive and social behaviors not only affect consumers' own satisfaction and loyalty, but also affect the cognition and behavior of other consumers.

New Models and New Tools for 2. Consumer Research

Consumer research refers to the process of collecting, analyzing and interpreting consumer information to understand consumer needs, preferences, behaviors and motivations, so as to provide a basis and guidance for a company's marketing strategies and marketing activities. The purpose of consumer research is to improve the market efficiency and competitiveness of enterprises, increase the income and profits of enterprises, enhance the brand image and reputation of enterprises, and enhance the relationship and loyalty between enterprises and consumers.

The methods and tools of consumer research can be divided into two categories, namely quantitative research and qualitative research. Quantitative research refers to the quantitative measurement and analysis of consumer information through the use of mathematical and statistical methods to obtain objective, verifiable and generalizable results. The tools of quantitative research mainly include questionnaire survey, experimental design, observation method, data mining and so on. Qualitative research refers to the in-depth understanding and interpretation of consumer information through the use of non-mathematical and non-statistical methods to obtain subjective, connotative and insightful results. The tools of qualitative research mainly include interview method, focus group, case analysis, text analysis and so on.

With the changing trend of consumer behavior, traditional consumer research methods and tools have been difficult to adapt to market changes, and new models and tools need to be sought to improve the efficiency, accuracy and insight of research. This article invites experts from the Champ Consulting Group to discuss new models and tools for consumer research, including the following:

Social media analysis. Social media refers to the platform where consumers can create, share and exchange content through the Internet and mobile devices, such as Weibo, WeChat, Douyin, Kuaishou, Little Red Riding Book, etc. Social media analysis refers to the use of text analysis, sentiment analysis, topic analysis, network analysis and other methods to collect, process and explain the content posted by consumers on social media to understand consumers' opinions, attitudes, emotions, interests, influence, etc. The advantage of social media analysis is that it can obtain a large amount of real-time, natural and original consumer information, and can also capture the hidden needs and potential motivations of consumers, as well as the relationships and interactions between consumers.

Big data mining. Big data refers to the massive, diverse, fast and valuable data generated by consumers when purchasing and using goods or services due to the popularity of the Internet and mobile devices, such as transaction data, behavioral data, location data, sensor data, etc. Big data mining refers to the integration, analysis and presentation of consumer big data through the use of machine learning, data mining, data visualization and other methods to discover consumer patterns, patterns, trends, anomalies and so on. The advantage of big data mining is that it can use the quantitative, objective and scientific characteristics of data to improve the accuracy and reliability of research, and it can also use the dynamic, real-time and predictive characteristics of data to improve the flexibility and foresight of research.

Artificial intelligence applications. Artificial intelligence refers to technologies that simulate and extend human intelligence through the use of computers and algorithms, such as natural language processing, computer vision, speech recognition, and deep learning. Artificial intelligence application refers to the intelligent processing and application of consumer information through the use of artificial intelligence technology to improve consumer experience and satisfaction, such as intelligent search, intelligent recommend, intelligent assistant, intelligent customer service and so on. The advantage of artificial intelligence application is that it can make use of the automatic, intelligent and personalized characteristics of artificial intelligence to improve the efficiency and effect of research, and it can also make use of the interactive, social and emotional characteristics of artificial intelligence to improve the affinity and influence of research.

Online community building. Online community refers to the virtual space where consumers can communicate, interact and collaborate around a topic or interest through the Internet and mobile devices, such as forums, blogs, videos, live broadcasts, etc. Online community construction refers to the planning, construction and maintenance of consumers' online communities through the use of community management, community marketing, community operation and other methods to promote consumer participation, contribution and loyalty, such as inviting consumers to participate in evaluation, trial, crowdfunding, co-creation and other activities. The advantage of online community construction is that it can take advantage of the openness, sharing and collaboration of online communities to improve the participation and contribution of research, as well as the continuity, interaction and sociality of online communities to improve the continuity and impact of research.

Live interaction. Live broadcast refers to the way in which consumers can watch and participate in video transmission in real time through the Internet and mobile devices, such as Douyin, Kuaishou, Taobao, Jingdong, etc. Live interaction refers to the real-time communication, display and guidance of consumers through the use of live broadcast, so as to increase consumers' cognition, trust and purchase, such as inviting consumers to watch product introduction, demonstration and experience. The advantage of live broadcast interaction is that it can make use of the real-time, authenticity and appeal characteristics of live broadcast to improve the attractiveness and persuasion of research, and it can also make use of the interactive, participatory and transformative characteristics of live broadcast to improve the interactivity and transformation of research.

The above is the introduction of new models and new tools for consumer research, hoping to provide valuable reference and enlightenment for consumer goods and retail enterprises. The content of this article is based on the experience and insights of the experts of Shangpu Consulting Group, as well as the cases of consumer research services provided by Shangpu Consulting Group to customers, such:

Shangpu Consulting Group provides social media analysis services for an international cosmetics brand. Through analyzing the content published by consumers on Weibo, WeChat, Douyin and other platforms, we can understand consumers' cognition, attitude, emotion, interest, influence, etc. of the brand, as well as consumers' demand, preference and evaluation of the brand's products, so as to the brand's marketing strategy and marketing activities to provide a strong support and guidance.

Shangpu Consulting Group provides big data mining services for a domestic clothing retail company. Through the integration, analysis and presentation of consumer transaction data, behavioral data, and location data, it discovers consumer purchase rules, patterns, and trends., Abnormalities, etc., thus providing scientific basis and suggestions for the company's product design, price positioning, promotion strategy, channel layout, etc.

Shangpu Consulting Group provides artificial intelligence application services for a foreign electronic product brand. Through the use of artificial intelligence technology, it provides consumers with intelligent search, intelligent recommend, intelligent assistant, intelligent customer service and other functions to improve consumers' Experience and satisfaction, thereby increasing consumer loyalty and recommend.

Shangpu Consulting Group provides online community construction services for a domestic food production enterprise. Through the use of community management, community marketing, community operation and other methods, it establishes an online community for consumers around the products and brands of the enterprise, and invites consumers to participate in evaluation, trial, crowdfunding, co-creation and other activities to promote consumers' participation, contribution and loyalty, so as to enhance the brand image and reputation of the enterprise.

Shangpu Consulting Group provides a live interactive service for a domestic household goods brand. Through the use of live broadcast, it can communicate, display and guide consumers in real time, and invite consumers to watch product introduction, demonstration, experience, etc., so as to increase consumers' cognition, trust and purchase, so as to increase the sales and market share of the enterprise.

The above is the introduction of new models and new tools for consumer research, hoping to provide valuable reference and enlightenment for consumer goods and retail enterprises. The content of this article is based on the experience and insights of the experts of Shangpu Consulting Group, as well as the cases of consumer research services provided by Shangpu Consulting Group to customers, such:

Shangpu Consulting Group provides social media analysis services for an international cosmetics brand. Through analyzing the content published by consumers on Weibo, WeChat, Douyin and other platforms, we can understand consumers' cognition, attitude, emotion, interest, influence, etc. of the brand, as well as consumers' demand, preference and evaluation of the brand's products, so as to the brand's marketing strategy and marketing activities to provide a strong support and guidance.

Shangpu Consulting Group provides big data mining services for a domestic clothing retail company. Through the integration, analysis and presentation of consumer transaction data, behavioral data, and location data, it discovers consumer purchase rules, patterns, and trends., Abnormalities, etc., thus providing scientific basis and suggestions for the company's product design, price positioning, promotion strategy, channel layout, etc.

Shangpu Consulting Group provides artificial intelligence application services for a foreign electronic product brand. Through the use of artificial intelligence technology, it provides consumers with intelligent search, intelligent recommend, intelligent assistant, intelligent customer service and other functions to improve consumers' Experience and satisfaction, thereby increasing consumer loyalty and recommend.

Shangpu Consulting Group provides online community construction services for a domestic food production enterprise. Through the use of community management, community marketing, community operation and other methods, it establishes an online community for consumers around the products and brands of the enterprise, and invites consumers to participate in evaluation, trial, crowdfunding, co-creation and other activities to promote consumers' participation, contribution and loyalty, so as to enhance the brand image and reputation of the enterprise.

Shangpu Consulting Group provides a live interactive service for a domestic household goods brand. Through the use of live broadcast, it can communicate, display and guide consumers in real time, and invite consumers to watch product introduction, demonstration, experience, etc., so as to increase consumers' cognition, trust and purchase, so as to increase the sales and market share of the enterprise.