The Youth Consumer Consumption Psychology Research Of Nanjing Amateur Tennis Market

Tennis movement from the date of birth, is called a gentleman movement,noble movement, as one of the world’s four major sports tennis sport arenow thriving, tennis sport in nanjing this is permeated with a classicalflavor and full of the international trend of the development of the cityhas a long standing and well established, such a campaign project innanjing has a relatively extensive mass base, people involved in crowdcover different levels and ages, which based on young people as the mainform, based on the authors experience and observations as style elements,based on the theory of the consumption psychology, general purchasingpsychology process as the main clue, aimed at young consumers in toparticipate in the tennis sports psychological process characteristicsand influence factors of explanation and illustration, and deeply analyzethe youth consumer psychology of consumers, according to consumer demand,consumer motivation, consumer decision making and consumption behaviorin deep mining, through to the individual mental factors of temperamentand character is analysed; On the environment, politics, economy, culture,family, science and technology, such as the reference group factors,concluded that young consumers to participate in the tennis sportspsychological reasons, these factors in young consumers to participatein the tennis movement stems from a strong heart health, seeking therelease of psychological needs; Due to consolidate the lifestyle, improvethe psychological need of life grade; Is the result of class culture,consolidate the class status of the psychological needs; Due to thepsychological needs of symbol consumption, symbol consumption. Tennismovement is based on the above reasons, it will be to try and attractcapable young consumers to participate in, promote the development of thesport. Suggest part of the end of this article also expounds the tennisparticipation in some good place, including the economic, cultural,political, and individual contributions. In short, it is a sport meetyoung consumer tastes.