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Eight Valuable Consumer Psychology

2008/7/10 15:55:00 41777

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The soldiers should cut their brains and attack their minds.

The ancients said: the upper military strategy means the highest military strategy is strategy.

The old saying goes: "attacking the heart, attacking the city for the next", "fighting for the heart and fighting for the army" has become the "heart" of marketing war, and the key to marketing is to seize the hearts of consumers.

From brand, positioning to differentiation, from pricing, promotion to integrated marketing, all of them are taking action against the psychology of consumers.

Nowadays, marketing will depend more and more on the grasp and cater of consumer psychology, thus affecting consumers and ultimately achieving product sales.

From the domestic market perspective, China's consumer psychology and Europe and the United States and other countries, there are both commonalities and our particularity. After my study, observation and summary, I find that the following eight consumer psychology has considerable universality in China, and has good marketing value.

一、面子心理

Chinese consumers have a strong face complex. Under the impetus of face psychology, Chinese consumers will outperform or even exceed their purchasing or paying ability.

Marketers can use the mentality of consumers to find markets, get premium and achieve sales.

Melatonin is the use of the face of the Chinese people in the psychology of giving gifts, in the city and even the vast rural areas to find a market; in those days, TCL, with its gemstones embedded on mobile phones, gained a premium in the high-end mobile phone market, thereby gaining premium income; in terminal sales, the salesmen went through the eyes of praising consumers, and how products matched with consumers, so that consumers felt great faces and achieved sales.

二、從眾心理

Conformity refers to the phenomenon that individuals' ideas and behaviors tend to be consistent with the majority of people due to the group's guidance or pressure.

Consumers will show conformity tendency in many purchasing decisions.

For example, when shopping, people like to go to many stores; when choosing brands, they prefer to those with high market share; when choosing tourist spots, they prefer hot cities and hot spots.

The above is the external expression of conformity psychology. Actually, in practical work, we can also take the initiative to take advantage of people's herd mentality.

For example, in supermarkets nowadays, salesmen deliberately leave vacancies when products are made up, giving people the impression that they sell well; in computer stores, salesmen often sell many sets by saying that a certain price and some configuration have been sold today, thus prompting consumers to make sales decisions as soon as possible; in the SP industry, the most popular words recommended by ringing tones are often seen in the promotion of ringing tones, and the most popular is the most popular ones at present, which are actively taking advantage of the herd mentality of consumers.

三、推崇權威

In the consumption pattern, the psychological attributes of consumers are much more than that of reason.

This kind of praise for authority often leads consumers to have no reason to choose the products consumed by the authority, and further personification of the consumers, so as to achieve the best selling of products.

In reality, marketing is also more common for consumers to respect authority psychology.

For example, by using people's praise of celebrities or stars, a large number of businesses are looking for celebrities to endorse and advertise. In the IT industry, software companies like to enumerate the applications of some famous companies in successful cases; Mr. Yu Shiwei said that in some of their car sales shops, the car that used to be the leader of a certain country was sold as a selling point, so that the car sales were hot.

四、愛占便宜

Mr. Liu Chunxiong said: "

"Cheap" is not the same as "taking advantage".

The value of 50 yuan, 50 yuan to buy it, that is cheap; 100 yuan worth of things, 50 yuan to buy back, that is cheap.

Chinese people often say "good quality and low price", in fact, the real good quality and cheap price almost does not exist, are all psychological sense of good quality and low price.

He further said: consumers want not only to take advantage of the bargain, but also to "monopolize", which gives the business an opportunity.

For example, when women are shopping in the clothing market and consumers are not bargaining, they often make compromises: "just opened today, a lucky picture, sold to you at the cost of goods sold!"

"This is the last one, I'll sell it to you at the clearance price."

"I'm going to work soon, I will not sell you a penny!"

These words contain the following information: only if you enjoy such a low price, you will be left alone.

Faced with such a situation, consumers seldom refuse to deal.

In addition to monopoly, consumers do not want to buy cheap goods, but want to buy cheap goods. This is the key difference between buying and selling promotions.

五、害怕后悔

Everyone has a sense of fear when making decisions. He is afraid of making wrong decisions, lest he should spend money wrong.

According to Mr. Lu Tai Hong's reference to post purchase conflict, the so-called post purchase conflict refers to the negative psychological emotions of suspicion, uneasiness and regret after consumers purchase, and leads to dissatisfaction.

Usually, the post purchase conflict caused by valuable durable consumer goods will be more serious. For this reason, Gome, in view of the psychology of consumers, says "buy electric appliances, go to Gome, spend money not regret", and sell them as GOME stores.

Further speaking, in the process of selling, you must constantly prove to the customer that he believes you one hundred percent.

At the same time, you must always ask yourself, what do I do to give a one hundred percent sense of security when a customer is buying my products and services?

六、心理價位

Any kind of product has a "psychological price", higher than the "psychological price", which is beyond the budgetary range of most users. Lower than the "psychological price" will cause users to question the quality of the products.

Therefore, understanding the psychological price of consumers will help market personnel to set the right price for products, and help salesmen to achieve sales of products.

In the IT industry, if you understand the sale of software or hardware, if you understand that your lower price is higher than the customer's psychological price, then the key task is to pull up the psychological price of the customer. On the contrary, you need to moderately raise your selling price; the psychological price is more obvious at the terminal sale, taking clothing sales as an example. If consumers are bargaining after a price, if the final price is still higher than their psychological price, they may not finally conclude the paction. Even when consumers first inquired the price, if the quoted price is much higher than the price of their mind, they will be too lazy to see it again.

七、炫耀心理

Consumer psychology shows that the psychological components of consumer products are far more practical than those of consumers.

It is this show mentality that creates a high-end market in China when it is not rich at the moment. At the same time, using the show off mentality and helping the domestic enterprises to lack the core technology, it helps to get the market. This is particularly evident in fashion goods.

But why do you say that?

Ladies love handbags, and some very rich women often buy thousands of world famous brand handbags to show their strong ability to pay.

At the same time, the domestic TCL and Amoy mobile phones, before lacking core technology, are not particularly competitive in the competition with NOKIA and MOTO.

Therefore, for consumers, flaunt is more important than possessing or appearance.

八、攀比心理

The consumer's psychological comparison is based on the consumer's recognition of their class, identity and status, so as to select the consumer behavior of the class people.

Compared with showing off psychology, consumers' psychological comparisons are more care about "yes" - you have me too.

MP3, MP4, and electronic dictionaries are selling well, and can form a considerable market scale. It should be said that the psychology of consumer comparisons has helped to fuel the market.

A lot of goods, on the eve of purchase, haunt the minds of consumers most of which is anyone who has it, and I want to buy it.

In the configuration of computers, students are also more likely to have their own psychology because of their classmates. They also require their parents to buy computers for themselves.

For marketers, we can take advantage of the consumer's psychological comparison and focus on the consumption of reference groups to achieve sales by comparing their reference groups.

As a branch of marketing, consumer psychology is not far away from us. The above eight consumer psychology is around us.

At the same time, I would like to say that any theory can only really form its value only by summing up the method and refining it into the ability to act.

Many modern popular theories, such as EMBA management theory, have been put forward by our Chinese sages. The key to the gap is that we have not summed up the theoretical system and refined it into actionable capabilities.