Study on the Influence of Singleness on The Preference of Self-Improvement Products

Abstract

As China's economy shifts from high-speed development to high-quality development, people pay more and more attention to their own improvement in all aspects. Judging from the current consumption trend of China's people compared with the consumption development process of developed countries, self-improvement products have a broad market space in China. At the same time, with the continuous development of China's economy and the continuous improvement of people's living standards, demographic problems such as late marriage and late childbearing, unmarried and infertile have gradually become prominent, resulting in an increasing number of single groups. Therefore, in recent years, merchants have begun to focus on markets such as healthy eating, kitchen furniture, and single packages for single groups. In contrast, self-improvement products can increase the single group to change their self-identity and obtain substantial and long-term benefits. However, there are few studies that have explored the impact of singles on self-improvement products. Therefore, this paper studies the influencing mechanism of single groups on self-improvement product preferences from an empirical perspective, collects data from young people in Chongqing by combining online and offline methods, analyzes the influencing factors and consumer group characteristics by using relevant models, and puts forward corresponding suggestions for the marketing strategies of government, enterprises and self-improvement products.