Marketing Strategy: Consumer Behavior Psychology And Store Interior Design

Business Psychology divides customers into three categories.

(1) purposeful shoppers.

Before they enter the store, they have already bought the target, so they have a clear gaze and clear footsteps. Second, there are selective shoppers who have a certain range of attention, but they also pay attention to other products.

Their pace was slow but their gaze was concentrated.

(3) aimless visitors, they go to the store without certain goals, slow pace, focus, and irregular action.

Three different kinds of store reception

The proportion is different.

The industry that names the purchase, for example, many customers who receive the drugstore are purposeful shoppers, and the interior layout should be functional first.

Customers choose to buy industries within a certain range, such as stationery stores, food stores, etc.

Design should pay attention to order and order.

Compare selected industries, such as boutiques, jewelry stores and toy stores.

The design should make the space environment attractive.

Through tracing investigation, we can draw the customers' action trajectories in different types of stores, which can provide a basis for interior design.

The psychological activity of consumers when shopping is a comprehensive reflection of their own needs and objective effects.

The objective of our research is the impact of external environmental stimuli on customers.

The following are eight stages of the psychological process of consumer buying activities.

Generally speaking, when consumers enter stores, most of them go through a series of psychological processes, though sometimes not so obvious.

In store interior design, we should aim at the series of psychological activities of consumers to formulate countermeasures so as to enable him to successfully achieve shopping activities.

After making consumers pay attention to commodities, a series of countermeasures should be adopted to promote his successful purchase.

We can take the following measures in interior design.

1. arouse interest.

New and beautiful display and environmental design can make products look more attractive.

Foreign commercial buildings pay much attention to the diversity of display devices. They often design display devices according to the commodity, so that the characteristics of the products can be fully displayed.

2. induce associations.

It is very effective to use the visualized commodity image to induce customers to use associations. For example, children's articles store can make children's bedding and toys arranged in a children's room much more vividly than the classified queuing display mode.

One of the masterpieces of the famous post modern architecture, the ring opera service hall of Vienna opera house, is also a metaphor and symbolism, which plays a role in inducing the association of consumers.

3. arouses desire.

Be careful

Diversification, because beautiful display methods and environment are just as attractive as merchandise, and even more attractive than merchandise. They give the goods the fullest display.

4. promote trust.

This requires that the style of interior design coincides with the characteristics of commodities.

such as

The traditional Chinese medicine shop is more reliable than the modern Chinese medicine shop, and the fashionable shop is more competitive.

From the above analysis, we can see that the beginning of a series of psychological processes is "attention", which requires that commodities should have a certain intensity of stimulation to be perceived. According to the principles of visual psychology, we can take the following countermeasures:

1., enhance the comparison between the merchandise and the background.

There are many kinds of visual information in the store, so people can only choose a few to identify objects.

According to the principle of visual psychology, the larger the difference between object and background is, the easier it is to perceive. It is easy to see objects with color on the background without color, and objects that are easy to notice in dark background.

For example, in the interior design, use dim colors and low lighting, and use the light to project the light onto the merchandise, so that the customers' eyes are attracted to the merchandise.

For example, light goods are based on dark walls, while dark goods are based on white shelves, which are used to highlight goods.

2. master the appropriate intensity of stimulation.

In addition to highlighting goods.

Advertisements, neon lights, TV and so on are also used to attract customers.

But stimulation can not play a role beyond a certain limit.

The greater the number of signboards, the less likely the relative attention will be paid to each item.

Experiments conducted abroad have shown that the possibility of attention is much faster than that predicted by people who only focus on quantity.

An increase of second signboards will not halve the possibility that the first signboard will be noticed, while the influence of the third signboards will be greater. When the fifteen blocks are taken, the possibility of a particular signboard being noticed is considerably less than fifteen points.

Experiments show that the average person's visual attention range is not more than seven, for example, the letter can be displayed in a short time. The average person can only see about six. This is very useful for us to reasonably determine the number of commercial signs and advertisements, the number of counters and the division of space in interior design.