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Consumer awareness

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Consumer awareness refers to the awareness of the consumption of goods formed by consumers in the long-term shopping environment and purchasing activities.[1][2]


In recent years, with the rapid development of the market economy and the continuous improvement of people's consumption levels, consumers' awareness has become more and more complex.[2] However, in various marketing activities, commodities have always been the object and carrier of consumers' shopping activities, and are an important basis for consumer awareness.[3]

Change of market situation[edit]

The change of market situation is the objective background of the formation of consumer awareness. Market conditions play an objective role in the formation and change of consumer awareness. [4]In the early stage,due to the influence of the planning system, the shortage of social goods, the market situation is in the condition of the seller's market , people's consumption consciousness is very poor and monotonous, people's buying consciousness is vague, the consumer psychology is not mature.[5]

With the rapid development of the commodity economy and the increasingly perfect development of the market, the market situation has turned into the buyer's market, people's consumption psychology has gradually stabilized, and consumer awareness has matured. [6]People have begun to have their own ideas and concepts in consumption,  and have emerged. Diversified consumer awareness such as differential consumption, rational consumption, and perceptual consumption.[7] At the same time, in this market situation, non-compensatory consumer awareness has gradually formed. This is also a major breakthrough compared with the previous compensatory consumption consciousness. [8]In the past, people's shopping, because of low economic income, although the external factors of varieties, specifications, styles and other goods are poor, but as long as the price is cheap, they decided to buy, subjectively believe that the economic advantage of cheaper can make up for the disadvantage of external factors. [9]Nowadays, many consumers are required to purchase certain things in order to achieve a certain threshold in terms of price, quality, design, etc., and the various attributes cannot be complementary.[10] If one is not satisfied, it will give up the purchase. Based on this, in the process of opening up the market, the company is paying more and more attention to the various psychological changes of consumers, and more to develop products from the market needs to meet the wishes of consumers.[3]

Change of life concept[edit]

The change of life concept is the subjective factor of the change of consumer awareness. As people's living standards continue to increase and incomes continue to increase, people's life concepts are constantly changing. [4]At the same time, as the world's population ages, the concept of life for the elderly is also changing. The current elderly are not the same as the elderly in the traditional economic conditions, and have a new pursuit of quality of life, so the elderly fitness, entertainment, tourism, marriage and other consumer activities are prevalent.[5]

In addition, with the continuous improvement of the quality of human science and culture, more and more people are paying more attention to major social issues such as the global environment and human survival. [7]Therefore, green products such as fluorine-free refrigerators and non-radiative mobile phones have become popular shopping. The preferred target. These fully reflect the important influence of the concept of life on people's consumption psychology.[8]

Differences in consumer personality[edit]

Differences in consumer personality are the internal motivations for changes in consumer awareness. Due to differences in people's physical quality, life background, education level, economic status, etc., each consumer's performance in terms of personality, temperament, personality and other personality psychology is also very different, and thus consumers' awareness and behavior also show personality characteristics.[1] The same commodity, some people think that the appearance is generous, and some people think that there is no merit.

At the same time, with the advent of the new economic era, people's consumer psychology shows a complex and ever-changing trend. In the shopping activities, some people show a fresh and fashionable new pursuit of psychology; some people show the pursuit of famous brands, trust the famous name of the psychological; other people pursue the aesthetic value of goods, thus forming the psychological pursuit of beauty. There is always difference exist in the consumption behavior of any two consumers.[6] Especially in today's rich commodities and diversified consumption, the individualized awareness of consumers is more adequately displayed and realized in their purchasing behavior.[8]

Intensified market competition[edit]

Intensified market competition is a catalyst for changes in consumer awareness. With the changes in market conditions, market competition is intensifying. Many companies have launched their own branded products in order to gain a foothold in an increasingly competitive market.[3] In the face of a variety of goods and brands, consumers' brand awareness matures. When people buy goods, paying attention to the brand has become a fashion. Faced with the severe competition situation, companies began to realize the importance of implementing brand strategy , and began to focus on market research , and on this basis, deeply grasp the consumer's psychological pulse to improve market share and brand loyalty.[11]

New consumers characteristics[edit]

In the 21st century, the world economic situation is even more unpredictable, and the trend of global economic integration and internationalization of the market is becoming increasingly apparent. Under this new economic condition, consumers present new features and characteristics:

1.Younger. The consumption enthusiasm of the younger generation has led to many consumer hotspots and fashions. The young people of successful people have driven the youthfulness of consumers.[12]

2.Technicalization. The development of high-tech has produced a large number of high-tech talents, and the requirements for technology in all walks of life have also been continuously improved. [11][12]A new generation of consumers is extremely sensitive to technological reactions, and they are good at capturing the subtle changes in the world.

3,Wealth. According to surveys conducted by residents of 14 cities across the country, residents have accounted for more than 70% of residents' income in terms of buying new cars, buying houses, traveling, studying abroad, running companies, buying stocks, and educating their children.[12]

4.Idealized. As the differentiation of consumption levels becomes more and more significant, the characteristics of personalized consumption become more and more obvious. [2]They are tirelessly pursuing new things, emphasizing exquisite life enjoyment and consumer taste. The quality of life has improved significantly and began to pursue cultural education, leisure and entertainment.[4]

The above four characteristics have caused people's desire to purchase to change a lot, and the purchase of hot spots has shifted. Faced with this complicated market situation, enterprises should have a keen market vision, change their concepts in a timely manner, and take the consumer's needs and desires as the guide, and actively develop new products that are marketable, with high-quality services and fast and smooth sales channels.[13] The infectious promotional means and the emotional public relations plan win the consumer's psychological identity, thus seeking more development space for the enterprise.[10]

Business strategy[edit]

At present, brand-name shopping has become a more common psychology for consumers. To this end, in the process of implementing the brand strategy, enterprises must increase the intensity of brand promotion. [14]While strengthening product quality, they should use all marketing methods (including advertising, public relations, business promotion, etc.) as much as possible for the brand of the enterprise to create a strong brand with a high reputation and reputation.[4] At the same time, enterprises should pay attention to the shaping and maintenance of brand image, use the brand as a powerful weapon for enterprises to compete, strengthen the brand confidence of consumers, and strive to use marketing methods such as product innovation, product design, product sales channel construction and promotion combination, maintain a unified brand image and win a good reputation and social reputation.[4][10]

The formation of consumer awareness has a complex psychological background. Enterprises must carefully analyze the market situation, deeply explore the various psychological characteristics of consumers, pay more attention to the social and psychological factors related to life concepts, brand awareness, etc., and on this basis, carry out innovations in marketing concepts, carefully create a perfect corporate image, and implement quality products. [15][16]


  1. 1.0 1.1 "How to Create A Customer Journey Map: From Awareness To Conversion". Adgo. Retrieved 2018-10-19.
  2. 2.0 2.1 2.2 "Consumer Awareness". Topics, Sample Papers & Articles Online for Free. 2016-10-16. Retrieved 2018-10-19.
  3. 3.0 3.1 3.2 "3 Steps To Building Customer Awareness For Undiscovered Customers". Business 2 Community. Retrieved 2018-10-19.
  4. 4.0 4.1 4.2 4.3 4.4 Woodside, Arch; Wilson, Elizabeth (1985-01-01). "Effects of consumer awareness of brand advertising on preference". Journal of Advertising Research. 25: 41–48.
  5. 5.0 5.1 "What Is the Meaning of Consumer Awareness?". Legal Beagle. Retrieved 2018-10-19.
  6. 6.0 6.1 "The Effect of Brand Awareness on Consumer Buying Behavior". Retrieved 2018-10-19.
  7. 7.0 7.1 "Subscribe to read". Financial Times. Retrieved 2018-10-19.
  8. 8.0 8.1 8.2 "The Exports of Innovative Countries". Retrieved 2018-10-19.
  9. "18 Sneaky Ways to Build Brand Awareness". Retrieved 2018-10-19.
  10. 10.0 10.1 10.2 Ishak, Suraiya; Faridah M. Zabil, Nur (2012-10-19). "Impact of Consumer Awareness and Knowledge to Consumer Effective Behavior". Asian Social Science. 8 (13). doi:10.5539/ass.v8n13p108.
  11. 11.0 11.1 Lokhande, Murlidhar (2006-05-05). "Consumer Awareness – A Case Study of Jalna City". Indian Journal of Marketing. xxxvi: 23–28.
  12. 12.0 12.1 12.2 "A powerful Essay/Article on Consumer Awareness". PublishYourArticles.net - Publish Your Articles Now. 2010-03-26. Retrieved 2018-10-19.
  13. Lovins, L. Hunter (2017-11-16). "Consumer Awareness Creates Brand Accountability in the Fashion Industry". Huffington Post. Retrieved 2018-10-19.
  14. "Boost Awareness of Your Business's Brand". business.com. Retrieved 2018-10-19.
  15. Medal, Andrew (2018-03-23). "6 Innovative Ways to Increase Brand Awareness". Entrepreneur. Retrieved 2018-10-19.
  16. "Brand Awareness: How to Measure Brand Awareness". Brandwatch. Retrieved 2018-10-19.

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