An analysis of the psychological characteristics of consumers
An analysis of the psychological characteristics of male consumers
Compared with women, male consumers buy more "hard goods", pay more attention to rationality and emphasize masculinity. Its characteristics are clearly shown as follows:
(1) Exquisite quality and practicality of goods. Most male consumers buy goods rationally, and they are not easily affected by the appearance, periphery and others of the goods. Pay attention to the opening effect and popularization quality of goods, and pay little attention to the details.
(2) Male consumer psychology-the purpose of buying goods is to confess, be quick and decisive. Men's logical thinking has a strong gravity, and they like to pass by magazines and other media to collect information about products completely and make decisions quickly.
(3) fiery self-esteem is competitive, and shopping is not very particular about the value of money. Because men themselves have strong impact and desire for results, men prefer to buy high-quality products when shopping, and they are unwilling to bargain, fearing that outsiders say that they are small or the products they buy are "not up to grade". When thinking about gender variables, there are two points to pay attention to: first, it is the "gender attribute" of goods, that is, the gender difference of goods themselves. For example, lipstick is of course aimed at the female market, and ties are of course aimed at the male market. The gender difference of goods inevitably complicates the marketing strategy. Although you can find ways to encourage men to buy lipsticks for their female friends or help women buy ties for their male friends, this can only be used as a stopgap measure to expand the market. The primary marketing strategy of lipsticks and ties still needs to be determined specifically for the gender of the users.
the psychology of male consumers-second, it is the "gender attribute" of the market, that is, the gender difference of the market itself. Many goods, such as a credit card, are actually "neutral" for men or women. To formulate a marketing strategy for a "neutral" commodity, it is necessary to ponder the gender difference in the market. For example, in a city where the production of professional women is increasing rapidly, the women's market is clearly a market with great potential, and some "neutral goods" are labeled as "women" (for example, emphasizing that small cars are suitable for women to drive.
Male consumer psychology-By manipulating the "gender attribute" of goods and markets, we can employ and determine the most appropriate marketing strategy according to the abnormal psychology of men and women.
analysis of consumers' buying behavior
necessity is the basis of consumers' buying behavior, which affects the whole process of consumers' buying behavior. The whole purchase process of consumers is divided into six stages, and in each stage there is a password to guide consumers to the next stage.
1. Know stage: This is the stage when consumers discover the products they really need. At this stage, a real product that can meet the needs of consumers is the key. When advertising, manufacturers should sincerely spread true and effective commodity information to consumers in order to attract their attention.
2. Realize stage: this is the consumer's personal understanding of the utility of the product, and the purpose of consumers' purchase of the product is to use it to meet their own needs. To this end, he should really understand the effectiveness of the product. The utility of products is the core factor to attract consumers.
3. Like stage: This is the consumer's personal good impression of the product. To make the product have a good impression in consumers' minds, consumers must pay enough attention to its appearance, performance and utility. At least compared with other products, it has a unique and eye-catching place, which makes people like it.
4. Partial stage: this is that consumers' personal good impression of products has been extended to other aspects. This is a psychological change process of "love me, love my dog", and it is also a positive attitude generated by his enthusiastic and sincere performance in the previous stage of sales staff.
5. the stage of certainty: because the consumer has a "preference" for the product or salesperson, he thinks that buying is a wise choice, and constantly strengthens this concept.
6. Action stage: the consumer transforms his buying attitude into actual buying action, and always insists on the products he chooses. The actual effect of each stage depends on three basic psychological states of consumers: Cognition, that is, consumers' personal cognitive thinking about products; Heart is the emotional bias of consumers towards products or people who sell products; Desire is the purchasing motivation of consumers after understanding the utility of products. We refer to Cognition, Heart and Desire as psychological passwords purchased by consumers, which are referred to as CHD for short.
The main factors influencing consumers' buying behavior are psychological characteristics, commodity stimulation, utility stimulation and perception. 1. Psychological factors of each consumer. It includes personality characteristics, past experience and news, values and attitudes.
2. The systematic stimulation of commodity information to consumers. Consumers' buying behavior is the result of being stimulated and influenced by commodity information in the external sales environment. There are mainly two kinds of stimuli produced by these commodity information: the first is physical stimuli; The second is social stimulation, which is caused by the needs of consumers' families, social ethics, expectations of societies or friends.
3. Stimulation degree of commodity effectiveness in commodity publicity.
4. self-reference criterion (abbreviated as SRC). This refers to the different value standards and cultural differences between manufacturers and consumers, which has become an important obstacle to consumers' buying behavior.
includes the following aspects: (1) There is a lack of connection between the different behavioral goals of manufacturers and consumers, such as the behavioral goal of manufacturers is X and the behavioral goal of consumers is Y.. (2) There are differences between the way manufacturers do things and the way consumers do things, and each has its own advantages and disadvantages. When manufacturers do not actively communicate with consumers, consumers' buying behavior is affected. (3) Improper cultural coordination. Manufacturers and consumers are in different social and cultural backgrounds. If they don't learn from each other and establish a cultural value relationship of mutual trust, consumers can't take the initiative to buy. (4) The flexibility of culture is not enough. Marketing is not only a commodity exchange, but also a cultural exchange. When the two sides do not adjust their behaviors in commodity sales and build a bridge of cultural differences, how can consumption generate buying behavior?
5. The choice of consumers' personal perception. When the consumer's thinking system is stimulated, he will become active and alert, but every consumer will encounter all kinds of stimuli in the shopping process, including language, words, graphics, objects and other advertising, and he will use the "comparative process" to selectively absorb or input stimuli. In the process of selection, an individual's past experience or experience will affect his purchase decision. In the process of choosing their own purchase decision, consumers will not only evaluate the input information and the degree of stimulation, but also choose the most meaningful stimulation items for individuals. Perception has a strong selectivity, and individuals are often willing to accept things that are integrated with their own values or attitudes.
psychological analysis of automobile consumption
this book focuses on the consumption psychological characteristics of China people and the personality characteristics of China people, and expounds the needs and motives, emotions, emotions and attitudes, cognitive psychology and group psychology of automobile consumers, and analyzes the objective influence of political, economic, cultural, scientific and technological factors on automobile consumption. This paper introduces and analyzes the responsibilities of related positions in automobile marketing specialty in 4S stores and the psychological influence of related personnel on consumers, discusses the relationship between automobile brand, price, advertisement and service and automobile consumption, and expounds and analyzes the purchase behavior mode, type and process of automobile consumers and the satisfaction and loyalty of automobile consumers.
The Psychology of Automobile Consumption, compiled by Zhao Xiaodong and Hu Wei, focuses on the characteristics of China people's consumption psychology and China people's personality characteristics, expounds the needs and motivations of automobile consumers, their emotions, emotions and attitudes, their cognitive psychology and their group psychology, and analyzes the objective influence of political, economic, cultural, scientific and technological factors on automobile consumption, and introduces and analyzes the responsibilities of relevant positions and relevant personnel of automobile marketing in 4S stores. This paper discusses the relationship between automobile brand, price, advertisement, service and automobile consumption, expounds and analyzes the purchase behavior mode, type and process of automobile consumers, and the satisfaction and loyalty of automobile consumers. "Psychology of Automobile Consumption" is suitable as a teaching book for automobile marketing related majors and a learning and reference book for sales staff in 4S shops.
Advertising Psychology
Successful advertising must be a conscious or unconscious application of relevant psychological principles. As advertising practitioners, understanding the psychological laws in advertising can help us learn and analyze the experience of our predecessors, effectively grasp all the factors we can control in advertising design, and make the advertising effect closer to our expectations; As a general advertising audience, we can avoid blindly accepting or simply avoiding advertisements, and become sober advertisement appreciators and judges.
Introduction
Chinese name: advertising psychology
English name: psychology of advertising
As a branch of applied psychology in advertising, advertising psychology studies the influence of advertising on the motivation of consumers and potential consumers' purchase decisions. It is often regarded as a branch of market research to study the improvement of advertising effect.
Advertising psychology is intertwined with consumer psychology. Advertising psychology involves almost all research topics of psychology: attention, perception, association, understanding, memory and even emotions, motives, needs, personality and so on.
in 1918, American applied psychologist W.D. Scott published the world's first monograph on this subject: Advertising Psychology.
Overview
Advertising creativity is advertising conception, that is, the process of designing the most appropriate expression method for advertising theme. Every advertisement has a clear goal, such as making consumers pay attention to new brands, remembering existing brands and persuading consumers to change their attitude towards a certain brand. Advertising creativity must first conform to the laws or rules of advertising psychology that all kinds of goals must follow, such as the laws of attention, memory and persuasion.
reverse thinking can help sales success
everything that is reverse will always bring people different feelings. For example, when you cut an apple, you always cut it vertically, but today you cut it horizontally. Can't you see something different? Novelty is always easy to attract the attention of others.
maybe we will find something new. Whether there is a new discovery or not, this kind of thinking is new, because it is different from ordinary people's reverse thinking. Reverse thinking can be said to be the basis of innovation, so it has become the premise of development. It is precisely because of this kind of reverse thinking that human beings have created many miracles.
give three examples first!
1. The rotating shaft of the dehydration cylinder of the washing machine is soft, and the dehydration cylinder will stagger when it is gently pushed by hand. However, when the dehydration cylinder rotates at high speed, it is very stable and the dehydration effect is very good. In the original design, in order to solve the problem of vibration and noise caused by the dehydration cylinder, engineers and technicians thought of many ways, first thickening the shaft, which was ineffective, and then adding a hard shaft. Still invalid. Finally, they abandoned the hard shaft and replaced the hard shaft with a soft shaft, which successfully solved the two major problems of trembling and noise. This is a typical example of creation and invention born of reverse thinking.
2. The manager of a fashion shop accidentally burned a hole in a high-grade tweed skirt, and its price plummeted. If darning is used to remedy it, it will be muddled through and deceive customers. On a whim, the manager simply dug many small holes around the small holes and decorated them carefully, naming them "phoenix tail skirts". All of a sudden, the "phoenix tail skirt" sold well and the fashion store became famous.
We are always spinning around in conventional thinking. It is precisely because we are used to this conventional thinking that it has been constraining our development. As long as we break this conventional thinking and think reversely, maybe there is a smooth road ahead of us.
3. Mr. Li is a salesman of a clothing company. Once, he came to a shopping mall to sell products. When I entered the door, the other party only buried himself in his own business and asked coldly, "Which company is it? What are you selling?"
Mr. Li, on the other hand, was not in a hurry to hand in his business card and report it to the company. Instead, he took his time to explain his purpose: "Sir, the peak season is here, and I am here to help you." "Help me?" He stopped what he was doing and looked at Mr. Li with puzzled eyes. "Yes." "How can you help me?" "Help you increase your turnover and increase your profits." "Really?" He asked with great interest. "yes. You see, the peak season has arrived, and your variety of colors is still relatively monotonous. Let me help you add new styles and colors. "
"Well ..." At this time, Mr. Li saw that the time was ripe, so he handed in his business card and brochure, and further said, "Like this variety, it has brought considerable profits to businesses in other cities in the country." So Mr. Li made the deal easily.
We are all used to the conventional way of thinking, so how can we turn the conventional thinking upside down and do reverse thinking? Is there any skill in reverse thinking? The answer is, of course, yes.
First, change roles with customers. When you can't get information through face-to-face negotiation with customers, you can change your way of thinking.
When your customer is a company, you or other colleagues in the company pretend to be new customers of the customer's company, negotiate by telephone or by direct door-to-door visits, and ask more questions. I believe that customers will never refuse a new customer, so that you can take the initiative to tell you a lot of information about customers, and you can grasp the situation of customers. In this way, you can "attack" your customers with these important information.
Second, reverse thinking is carried out in addressing
When we sell products to our customers, the general addressing is "President XXX, General Manager XXX, Mr XXX ..." Although such addressing may be consistent with the identity of the customers, it is too serious, which makes the relationship between people seem alienated. And if you use a closer name, just like an old friend, the relationship between the two sides will heat up invisibly.
Third, reverse thinking on their own positioning
Generally, salesmen appear in front of customers as salesmen and actively promote their products as soon as they meet, but the result is just the opposite, because most customers will refuse a salesman. But if we position ourselves as our customers' friends and consider everything for their interests, then there is no reason why our customers don't accept us. Or dress up as an open-minded consultant, an open-minded student, and ask a lot of questions from customers. Keep writing while asking questions.