Studying consumption psychology can improve consumption efficiency for consumers; It can improve the operating efficiency for operators. Any kind of consumption activity includes both consumer's psychological activity and consumer's consumption behavior. The following is a paper on consumer psychology that I recommend to you. I hope you like it!
Related Papers on Consumer Psychology
Analysis of the Application of Consumer Psychology in Telecom Marketing
Abstract: Consumer psychology is an interdisciplinary subject formed by psychology and marketing, which has been influencing the marketing practice of many industries since it formed a perfect theoretical system in the 196s and 197s. Based on the telecom industry, this paper analyzes the main effective factors of consumer psychology in telecom marketing, and practices it in the marketing of family integration packages, aiming at transforming the overall marketing scenes and links, which significantly improves the performance, thus verifying the effectiveness of applying consumer psychology in telecom marketing.
Keywords: consumer psychology; Marketing; Operator
I. Introduction
Consumer psychology is an interdisciplinary subject formed by psychology and marketing. Although w in 191? D? Scott suggested it? Consumer psychology? The term "consumerpsychology", in the tide of western psychological experiments in the 192s and 196s, the research on consumer behavior and psychology also accounted for a certain proportion, but consumer psychology became an independent discipline and formed its own system, which is generally considered to be after 1965. After the reform and opening up, with the expansion of market economy, it was gradually introduced into China. Therefore, consumer psychology is a relatively young discipline.
its purpose is to study people's psychological activity rules and personality psychological characteristics in their daily purchase behavior in the process of life consumption. Studying consumer psychology can improve consumer benefits for consumers; For operators, it can improve operating efficiency.
With the introduction of competition in the domestic telecommunications industry in the last century, in recent years, major operators have successively obtained full-service licenses, and paid more and more attention to their sales ability. Many new marketing methods such as customer segmentation, data mining and consultative selling have been introduced. On this basis, consumer psychology has also received attention.
second, consumer psychology in telecom marketing
consumer psychology looks at consumer behavior from a procedural point of view, that is, consumer behavior is an ongoing process, not just what happens at the moment when consumers take out cash or credit cards to buy goods or services. Telecom products generally exist as a service. Even in the 3G/4G era, mobile communication is accompanied by physical transactions of mobile phones, but operators are still concerned about the choice and purchase of services. Therefore, this paper mainly focuses on the part of the theoretical framework of consumer psychology that is closely integrated with telecom marketing, which mainly provides intangible services, that is, the characteristics of products in the case of intangible services.
At this time, the factors of culture, race, nationality, ethics and social responsibility, which are more important in traditional consumer psychology, have relatively low influence, while the following focuses on three aspects: consumption motivation, consumer perception, decision-making and purchase process.
1. consumption power. Consumption motivation is generated when people want to meet their own needs. This demand is the gap between the current situation and the ideal state of consumers. According to Henry? In HenryMurray's research, needs can be roughly divided into achievement needs, belonging needs, rights needs and uniqueness needs. The famous psychologist Abraham? Maslow also put forward the hierarchy of needs theory. According to his point of view, after people meet their physiological needs and security needs, they mainly pay attention to social needs, self-esteem needs and self-realization.
From the perspective of telecom services or products themselves, it is mainly to meet the needs of security and society. Nowadays, mobile communication and the Internet closely link people with others. Global village? The concept of ""is a true portrayal of this social need being met. However, for a specific operator, this level of satisfaction belongs to solving the rigid needs of customers, which cannot affect consumers' choice between different operators, and more importantly, it touches customers' self-realization or unique needs. For example, high-end mobile phones are also status symbols in modern society, and such services that satisfy customers' individual demands and highlight customers' personal values can be differentiated.
2. Consumer perception. Feeling refers to the direct response of our sensory receptors (such as eyes and ears) to some basic stimuli (such as sound, light, color, etc.). Perception is a process in which we choose, organize and explain various feelings. For telecom marketing, the trademark and brand design of operators have brand image and brand personality, which will be suggestive to consumers' own personality perception. At the same time, all kinds of tangible advertising and physical store layout will also affect consumers' perception in the form of sound, light and color, thus affecting their consumption process.
Take color as an example. Different advertising tones imply different emotions in China. Warm colors such as red and orange make people feel awakened, while cool colors such as blue make people more relaxed. Therefore, the effect of tangible products on blue background is better than that on red background. In terms of mobile communication, green embellishment not only attracts people's attention, but also implies the Android mobile phone system.
3. Decision-making and purchasing process. Consumption decision-making is probably the most studied link, and also the most concerned by operators. Generally speaking, decision-making is the final result after four links: problem recognition, information search, scheme evaluation and product selection. But in some highly involved shopping, consumers will not be so rational, such as impulse buying some so-called? Special surprise? The goods. In this case, marketers must pay attention to the environmental characteristics that affect the target market, such as product placement. It should be noted that although impulsive consumption is often beneficial to marketers, marketers should participate carefully in the marketing process and subsequent product disposal. An impulsive but regretful consumer will have a huge adverse effect on other potential consumers in searching for information and comparing schemes.
On the contrary, for rational consumers, we need to pay attention to the above four links, especially the stage of information search and scheme evaluation, in order to promote the choice that is beneficial to the seller.
In addition to individual decision-making, operators often encounter family decision-making, so gender roles and decision-making responsibilities need to be considered. In traditional families, husbands tend to have more power than wives, and choose more products that conform to men's social roles, such as cars and computers, while wives may choose more decoration and household products. Therefore, figuring out who makes the decision is an important issue for market personnel.
Third, take the family convergence package as an example for practical analysis
Convergence package is a comprehensive packaging service including telephone, mobile phone, broadband, Internet TV, etc. In fact, it enhances the market share of the whole service and customer value through the value transfer between products. It is one of the mainstream products of China Telecom. This paper takes this as an example to analyze the application and effectiveness of consumer psychology in it.
1. Selling points for different groups of people. According to the author's tracking in three China Telecom's own business halls, it is more common for the operator to purchase home communication services from his wife, while it is more common for the male role to purchase communication services for the company, but it is also an opportunity to market his home communication products. Therefore, the concepts of consumption motivation and family decision-making can be applied here.
when designing the sales speech in the business hall, it should be classified according to the sales objects. ? Compare and calculate, and the phone bill of the whole family is half less? Comparing the overall package price with the cumulative price of a single product is in line with the wife's role in family financial management in traditional families, which is one of the key points in their decision-making process. ? Can a star mobile phone join the package and enjoy the package discount? The introduction of Samsung's latest flagship model suddenly attracted the attention of business men, accompanied by the explanation of special services such as the airport VIP room. Although business men came to run errands for the company, the demand for individual demands and personal realization expanded instantly, and they could meet the newly ignited demand at a surprise price, which greatly increased the possibility of impulsive consumption.
Related Papers of Consumer Psychology Part II
The Application of Consumer Psychology in Clothing Marketing
Abstract: Consumer psychology is a subject that studies the psychological characteristics and psychological state of sellers and consumers in the process of consumption. It is of great guiding significance to the marketing activities of clothing. Applying consumer psychology to actual sales activities can expand clothing sales channels, improve customer loyalty and enhance marketers' understanding of marketing activities. The application of consumer psychology in clothing sales is embodied in creating a good clothing sales environment, devoting to improving customer loyalty, establishing and developing its own brand and attaching importance to the role of advertising in clothing sales.
Keywords: consumer psychology; Clothing sales
1. Research background
Consumer psychology is the product of the combination of psychology and marketing, and it is an interdisciplinary subject. It is a subject that studies the psychological characteristics and psychological state of sellers and consumers in the process of consumption. In recent years, some scholars have begun to realize its significance and made some research on it, which has developed its theories of customer loyalty, consumption threshold and customer attention. [1] In addition, some front-line marketers have begun to apply it to practical work, and gained some gains. At present, consumer psychology has become an effective way for marketers to improve sales efficiency and product competitiveness. It can help marketers better understand the psychological characteristics of consumers in the shopping process, and improve the product design, brand creation and advertising application according to these characteristics, thus effectively broadening their own marketing channels and improving the profit level of enterprises. This study will explore the significance of consumer psychology in clothing sales to enhance people's understanding of its importance. In this case, this study will also carefully analyze the specific application measures, enrich the relevant theoretical research, and provide theoretical reference for front-line marketers.
2. the significance of consumer psychology in clothing sales
2.1 consumer psychology helps to expand clothing sales channels
the important significance of consumer psychology in clothing marketing is that it can improve the success rate of marketing and enhance the profitability of clothing enterprises. [2] Consumer psychology advocates that marketers should pay attention to the psychological age characteristics of consumers and carry out marketing activities according to their characteristics. For example, some salespeople realize that the elderly have certain psychological needs for health and health care. Therefore, according to the psychological characteristics of the elderly, they consciously emphasize its role in health care when introducing clothes, which stimulates the elderly's desire to buy and improves the success rate of consumption. In addition, consumer psychology also emphasizes that consumers should pay attention to the psychological experience of consumers in the purchase process, so that they have a happy mood. A person's consumption is inevitably influenced by his mood. A good mood can often urge consumers to complete their consumption behavior. Marketers can grasp the psychological characteristics of consumers through consumer psychology, and take active measures for the formation of their good mood, so that consumers have a better psychological state. This has greatly improved the success rate of marketing.
2.2 consumer psychology can improve customer loyalty
customer loyalty is a key topic in consumer psychology research. Once customers have high loyalty to a clothing brand or store, they can point more consumption behavior to this brand or store. Sometimes, they can even maintain and promote the brand. [3] For example, Jinba Men's Wear has improved customer loyalty through advertising, brand building and product design. The improvement of customer loyalty promotes the stability of previous consumers' buying behavior, and also drives more customers to buy this brand of clothing products. Marketers can realize the concept of customer loyalty and its importance through consumer psychology. This can make them pay attention to customer loyalty. The more important significance of understanding customer loyalty is that marketers can obtain specific measures to improve customer loyalty. They can use these measures to enhance the image of products among customers and ensure the stability of their consumer behavior objects. This plays an important role in improving the marketing efficiency and profitability of enterprises.
2.3 consumer psychology can enhance clothing marketers' understanding of sales
successful clothing marketers should not only have a full understanding of products, but also have a correct awareness of marketing behavior. A correct understanding of marketing activities can help marketers to grasp clothing marketing behavior more comprehensively and systematically, thus improving their own clothing marketing skills and abilities significantly. Consumer psychology provides an opportunity for clothing marketers to improve this ability. By understanding and studying consumer psychology, clothing marketers can realize that the sales process is not only a process of selling clothes, but also a process of selling services. [4] This can encourage clothing marketers to pay attention to their service quality and attitude towards customers in the marketing process. In addition, consumer psychology also urges clothing marketers to pay attention to consumers' psychological state. Most clothing marketers only pay attention to consumers' behavior in the sales process, and pay attention to whether they pay attention to products. However, little attention is paid to their psychological mechanism in the process of consumption. For example, some marketers pay less attention to the real psychological motivation of consumers to buy clothes. This leads to their blindness in the process of promoting products and reduces the efficiency of marketing. On the contrary, under the guidance of consumer psychology, marketers can pay attention to consumers' purchase motives, product attention, consumer emotions and other psychological contents, which can further improve the pertinence of their marketing behavior and greatly improve the efficiency of their marketing behavior.
3. application measures of consumer psychology in clothing sales
3.1 create a good clothing sales environment
consumer psychology believes that a good sales environment can keep consumers in a relatively pleasant psychological state and enhance their purchasing motivation. [5] According to this theory, clothing marketers should pay attention to creating a good clothing sales environment in the process of selling clothes, and enhance consumers' interest in buying from two aspects: store design and service attitude. In store design, marketers should design clothing stores according to the specific groups for which clothing is sold. This design should attract consumers' attention in order to attract more customers. For example, some marketers will add interesting patterns to the store design according to children's psychological characteristics of curiosity and fun, so as to raise the attention of children consumers. For example, some marketers draw cartoon characters that children like, such as Pleasant Goat and Big Big Wolf, on the storefront to increase children's interest in going to the store. This has effectively expanded the marketing channels of clothing. For another example, when some salespeople sell young people's clothes, they can design the storefront according to their psychological characteristics of liking fashion and pursuing fashion. They can add more Korean and Japanese elements to the decoration and layout of the store to attract more young people to the store for consumption activities. In addition to storefront design,