Interpretation Of 6 Practical Consumer Psychology

Is it a fool or something?

Sometimes foolish things are not allowed, sometimes refined ones do not recognize each other.

Fools are the happiest people in the world. Where there are so many fools, they are just dormancy in IQ of different periods. As for what time to sleep, it depends entirely on the psychology of consumers.

So we invented all kinds of marketing, and the essence of marketing is psychological games with consumers.

What are the psychological characteristics available to consumers?

1, one is cheap and the other is ugly.

Nowadays, the advertising of hammers T1 after price cuts all over the subway, elevator and other media, from sentiment to sales appeal, and the 3000 yuan pricing strategy is fading.

In this era, not just mobile phones, in fact, any stratum.

The last line of defense is price.

Even mass consumers choose products based on price.

Therefore, it is the most basic rule to "humble the ugly".

Because it is "cheap to cover up a hundred ugly", so ugly clothes will also be worn by people, and then the restaurant will be eaten by someone who will eat some food.

The world needs perfectionists, but it doesn't need so much.

Any category has a "marketable price point" applicable to three groups of people of high, middle and low levels.

Try to control the cost and make the product pricing place at a reasonable price point, which will increase the probability of experiencing consumption of new products.

Of course, the maintenance cost is reasonable, and the core value of the product should also be focused on the core pain point.

There is a prominent advantage of differentiation, while others are mediocre.

If there is no prominent differentiation advantage, it is necessary to support comprehensive performance with multiple values.

It is precisely because of this contradiction, "small packaging", "

The concept of "small batch", "supply chain", "pre-sale" and so on began to blossom everywhere.

In the absence of Internet thinking, China's health wine has few profitable brands, and the sale of small liquor by strong price reduction is considered to be one.

Because the cost of experiential consumption is reduced, sales of products have come up, consumption habits have been generated, and the discourse power of manufacturers and terminals has also increased, forming a virtuous circle.

Behind the sense of millet participation, it is also proud of the low price.

Therefore, when there is no market based product market, pricing factors are more important than positioning strategies.

2, beauty plus 10

In this era of looking at the face, technical barriers are becoming weaker and weaker. When the product function is identical, it is very difficult to make great breakthroughs in core pain points. The importance of product appearance (or interface) design is becoming more and more prominent.

A product from scratch is a process from bone to skin. When facing the market, the first thing consumers see is leather.

If you look bad, you will probably be eliminated in the first round of comparison.

In particular, there are many categories with no functional differences.

The price is not expensive. If you look at it pleasing to the eye, the inclusiveness of the consumer will expand. If the category function is not bad, it will basically survive.

However, in the tide of Internet thinking, it is not easy to compromise the basic technology side to the ultimate experience end. It is even more difficult to really think and execute from outside to inside.

Subversion is also from the reverse thinking and behavior.

When we observe the consumption behavior of Shang Chao, it is easy to find that consumers choose daily necessities such as shampoo, and most of them are based on good or bad looks when prices, functions and capacities are similar.

3, the most important at the moment

There is a popular saying: "save the poor and save the poor."

This applies to products as well.

Keep a close eye on the pain.

The more anxious consumers are, the more anxious consumers are to buy.

Under such circumstances, consumers become simpler and less prick. It is easy for them to promote sales if demand is reduced.

"The present" is the most important concept of time in Buddhism. The most important thing is the present.

Grasp the present is the most real.

If developing a product is obsessed with solving future problems, it will take a long time to cultivate the market, so that consumers can attach importance to this problem, so that they can value your product.

This is a time-consuming and arduous task.

The author has made a strategy for a female brand, reorganized the functional demands of more than ten items according to the logical order of needs, and put the problem of eliminating wrinkles and wrinkles in the first place.

Although whitening is also a strong demand, freckle removal is more urgent, whitening can wait, and freckle wrinkles do not want to wait.

The more urgent consumption is, the weaker the resistance is, and the easier it is to promote sales.

4, it is difficult to get away from practicality.

The word "forced Ge" was praised in the Internet business age, but Ji Ji thought that it was not enough to force the grid to get higher.

Apart from individual products, most products have no practical value.

The core value of a product must be built on the basis of practicality.

To solve the 100 marginal problems, we should solve a core problem.

There is one of the most obvious categories on this issue: Women's clothes.

Some of the women's wear brands are also very large, but we seldom see people wearing them in the streets.

Because the design deviates from the practicality, consumers buy back in the wardrobe, there is no suitable occasion to wear, and there is no suitable shoe bag to match.

Such brands can also sell hundreds of billions of dollars a year.

But after all, it is difficult to compete with a strong brand, and it will easily touch the ceiling.

5, awe of everyone.

The masses of consumers are blind to follow suit and pursue their poor little personality in the big stream. In fact, they do not have any opinions. All tendencies are based on public opinion.

The vast majority of people will follow the public opinion, and a few will turn against public opinion, and a very small number of people will be public opinion.

To subvert the industry, we must lead the speech.

People give up their aesthetics for submission to the general speech of society.

Guiding public opinion, advertising and public relations are equally important, especially when Internet media dominates social speech. We see that those brands on the altar have strong public relations strategies and implementation.

The biggest difference between advertising and public relations is that negative advertising can also produce positive values, while negative public relations can produce negative values.

In other words, if the advertisement is not done well, the brand will not die. Even if the advertisement is word-of-mouth worse, it will be more annoying than brain platinum and Heng Yuan Xiang.

The wording of the best word of mouth is not wrong, but it can't be done with good products.

6, like watching lively

In the socialized marketing with less money and more services, most of the people who watch the bustle are few.

Communication depends mainly on entertainment, and sales mainly depend on excitement.

We seek to join the fun to pay the bill, we must first let the crowd to watch.

It looks very complicated. The conclusion is: first, it's lively.

The excitement will create more possibilities and increase the sense of participation.

There are many latitudes of bustle, such as being in an industry that is already very busy.

If there is no special channel, the possibility of making a big noise is minimal.

High voice marketing, from excitement to curiosity, led to the spread of word of mouth.

Consumers' resistance to familiar products will also weaken.

Consumer psychology affects behavior.

Finding the right price points, attaching importance to the design, solving the problems at the moment, not giving up practicality, parallel advertising and public relations, and making the marketing lively are the basic strategies to weaken the psychological defense line of consumers.

To make these 6 points, consumers are "idiots".