A complete analysis of the psychological characteristics of consumers

Analysis of the psychological characteristics of male consumers

The psychological and posture characteristics of male consumers Compared with women , the range of goods purchased is narrow, and they generally buy "hard goods", they pay attention to rationality and emphasize masculinity. Its main characteristics are clearly shown as follows:

(1) Pay attention to product quality and practicality. Male consumers mostly purchase goods rationally and are not easily affected by product appearance, peripherals and other people. Pay attention to the activation effect and popularization quality of the product, and don’t pay much attention to the details.

(2) Male consumer psychology-confidence of the purpose of purchasing goods and quick and decisive decision-making. Men have strong logical thinking and favor passing magazines and other media to collect complete information about products and make quick decisions.

(3) Fire-minded self-esteem and competitiveness, and do not pay much attention to gold value when shopping. Because men themselves are more aggressive and have a strong desire for results, they tend to buy high-end products when shopping, and they are unwilling to bargain. They are taboo with outsiders saying that the quantity they buy is small or that the products they buy are "not of high quality." When considering gender variables, there are two points to note: First, it is the "gender attribute" of the product, that is, the gender difference of the product itself. For example, lipstick is of course aimed at the female market, and ties are of course aimed at the male market. The gender distinction of products inevitably affects marketing strategies. Although you can find ways to encourage men to buy lipstick for their girlfriends, or help women buy ties for their boyfriends, this can only be used as a temporary measure to expand the market. Lipstick and ties' primary marketing strategies must still be tailored specifically to the gender of the enabler.

Male consumer psychology—Second, it is the “gender attribute” of the market, that is, the gender distinction of the market itself. Many products, such as a credit card, are actually "unisex" and can be used by either men or women. To develop a marketing strategy for a "neutral" product, you need to consider the gender differences in the market. For example, in a city where the output of working women is rapidly increasing, the female market is clearly a market with great potential, and some "neutral products" are labeled "female" (for example, it is emphasized that small cars are suitable for women to drive.

Male consumer psychology - By controlling the "gender attributes" of products and markets, the most appropriate marketing strategies can be adopted and determined based on the abnormal psychology of men and women

Analysis of consumer purchasing behavior

Need is the basis for consumers’ purchasing behavior. It affects the entire process of consumer purchasing behavior. The entire purchasing process of consumers is divided into six stages. In each stage, there is a guide to guide consumers downward. The password of a stage of development.

1. Know stage: This is the existence of the product that consumers personally discover that they really need. At this stage, a real product that can meet the needs of consumers. is the key. When advertising, manufacturers must sincerely communicate real and effective product information to consumers to attract consumers' attention.

2. Realize stage: This is the stage of consumers. Individuals understand the utility of products. The purpose of consumers purchasing goods is to meet their own needs. For this reason, they must truly understand the utility of products.

3. Like (Like) stage: This is when consumers have a good impression of the product. To make the product have a good impression in the minds of consumers, the appearance, performance, utility, etc. of the product must attract enough attention from consumers. At least compared with other products, it has something unique and eye-catching that makes people like it

4. Preference (Partial) stage: This is the consumer's personal good impression of the product. It has been expanded to other aspects. This is a psychological change process of "loving the house and the bird", and it is also a positive attitude generated by his enthusiastic and sincere performance in the previous stage.

5. Certitude stage: Because the consumer has a "preference" for the product or the salesperson and then generates a desire to purchase, he believes that purchasing is a wise choice and continues to strengthen this concept.

6. Purchase (Action) stage: Consumers transform their purchasing attitudes into actual purchasing actions, and always stick to the products they choose. The actual effect of each stage depends on three basic psychological states of consumers: Cognition, which is the consumer's personal understanding and thinking of the product; Heart, which is the consumer's personal emotional preference for the product or the person who sells the product; Desire refers to the purchasing motivation generated by consumers after understanding the effectiveness of the product. We call Cognition, Heart, and Desire the psychological codes of consumer purchasing, or CHD for short.

The factors that influence consumer purchasing behavior are mainly psychological characteristics, product stimulation, utility stimulation and perception. 1. The psychological factors of each individual consumer. It includes factors such as personality traits, past experiences and information, values ??and attitudes.

2. The system stimulation of product information to consumers. Consumer purchasing behavior is the result of being stimulated and influenced by product information in the external sales environment. There are two main types of stimulation generated by these product information: the first is physical stimulation; the second is social stimulation, which is stimulation caused by the needs of the consumer's family, social moral norms, the expectations of the community or friends, etc.

3. The degree of stimulation of product effectiveness in product promotion.

4. Self-reference criterion (abbreviated as SRC). This refers to the different value standards and cultural differences between manufacturers and consumers, which have become important obstacles affecting consumer purchasing behavior.

Including the following aspects: (1) Different behavioral goals between manufacturers and consumers. For example, the manufacturer’s behavioral goal is X, and the consumer’s behavioral goal is Y. There is a lack of connection between the two. (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 proactively communicate with consumers, consumers’ purchasing behavior is affected. (3) Improper cultural coordination. Manufacturers and consumers are in different social and cultural backgrounds. If both parties do not learn from each other and establish a cultural value relationship of mutual trust, consumers will not be able to take the initiative to purchase. (4) Cultural flexibility is not enough. Marketing is not only an exchange of goods, but also a cultural exchange. If both parties do not adjust their behavior during the sale of goods and build a bridge between cultures, then how can consumption produce purchases? What about behavior?

5. Consumers’ personal perception choices. When a consumer's thinking system is stimulated, he will become proactive and alert. However, every consumer will encounter various stimuli during the shopping process, such as language, text, graphics, physical objects, etc. He will use the "comparison process" to selectively absorb or input stimuli. During the selection process, an individual's past experiences or experiences will influence his purchasing decision. When consumers make their own purchase decisions, they not only evaluate the input information and the degree of stimulation they receive, but also choose the stimulation items that are most personally meaningful. Perception is highly selective, and individuals are often willing to accept things that blend with their own values ??or attitudes.

Analysis of automobile consumption psychology

This book focuses on the consumer psychology characteristics of Chinese people and the personality characteristics of Chinese people, and explains the needs and motivations of automobile consumers, automobile consumption It analyzes the objective influence of politics, economy, culture, technology and other factors on automobile consumption, and introduces and analyzes the car consumption in 4S stores. The responsibilities of relevant positions in the marketing major and the psychological impact of relevant personnel on consumers are discussed. The relationship between factors such as car brands, prices, advertising, services, etc. and car consumption is discussed. The purchasing behavior patterns, types, processes and Automobile consumer satisfaction and loyalty issues.

"Automobile Consumer Psychology" written by Zhao Xiaodong and Hu Wei focuses on the consumer psychology characteristics of Chinese people and the personality characteristics of Chinese people, expounding the needs and motivations of automobile consumers, and the characteristics of automobile consumers. Emotions, emotions and attitudes, cognitive psychology of car consumers, group psychology of car consumers, etc. It analyzes the objective impact of politics, economy, culture, technology and other factors on car consumption, and introduces and analyzes the 4S in-store car marketing profession. The responsibilities of relevant positions and the psychological impact of relevant personnel on consumers. This paper discusses the relationship between automobile brands, prices, advertising, services and other factors and automobile consumption, and expounds and analyzes automobile consumers' purchasing behavior patterns, types, processes and automobile consumers' satisfaction and loyalty issues. "Automobile Consumer Psychology" is suitable as a teaching book for automobile marketing-related majors and a study and reference book for 4S store sales personnel.

Advertising Psychology

Successful advertising must be the conscious or unconscious application of relevant psychological principles. As an advertising practitioner, understand the psychological laws of 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 passive acceptance or simple Avoid advertising and become a conscious appreciator and critic of advertising.

Introduction

Chinese name: psychology of advertising

English name: psychology of advertising

Advertising psychology is an applied psychology in advertising A branch of science that studies the impact of advertising on the motivations of consumers and potential consumers' purchasing decisions. Often considered a subfield of market research that studies the effectiveness of advertising.

Advertising psychology and consumer psychology are intertwined. Advertising psychology involves almost all research topics in psychology: attention, perception, association, understanding, memory and even emotions, motivation, needs, personality, etc.

In 1908, American applied psychologist W.D. Scott published the world's first monograph in this field: "The Psychology of Advertising".

Overview

Advertising creativity is advertising conception, which is the process of designing the most appropriate expression method for the advertising theme. Each advertisement has a clear goal, such as making consumers pay attention to new brands, remember existing brands, and persuade consumers to change their attitude towards a certain brand. Advertising creativity must first comply with the laws or laws of advertising psychology that must be followed for various purposes, such as the laws of attention, memory, and persuasion.

Contrary thinking can help sales success

All contrarian things will always bring different feelings to people. For example, when cutting an apple, you have always cut it vertically before, but today you cut it horizontally. Can you see something different? Novel things always easily attract the attention of others.

Perhaps we will make new discoveries. Regardless of whether there is a new discovery or not, this kind of thinking is already new, because it is different from ordinary people's reverse thinking. Reverse thinking can be said to be the basis of innovation, and therefore a prerequisite for development. It is precisely because of this reverse thinking that humans have created many miracles.

Let’s give three examples!

1. The rotating shaft of the dehydrating tank of the washing machine is soft. If you push it lightly with your hand, the dehydrating tank will tilt around. However, when the dewatering tank rotates at high speed, it is very stable and the dehydration effect is very good. During the original design, in order to solve the problem of trembling of the retort and the resulting noise, the engineers and technicians thought of many ways. They first made the shaft thicker, but it was ineffective, and then added a hardened shaft. Still doesn't work. Finally, they abandoned the hard and replaced the hard shaft with a soft shaft, successfully solving the two major problems of vibration and noise. This is a classic example of invention born from reverse thinking.

2. The manager of a fashion store accidentally burned a hole in a high-end wool skirt, and its price plummeted. If he used darning to remedy the problem, he would be getting away with it and deceiving customers.

The manager had a sudden idea and simply dug many more small holes around the small hole, carefully decorated it and named it "Phoenix Tail Skirt". All of a sudden, the sales of "Phoenix Tail Skirts" exploded, and the fashion store became famous.

We are always stuck in conventional thinking. It is precisely because we are accustomed to this conventional thinking that it has always constrained our development. As long as we break this conventional thinking and think reversely, perhaps there will be a smooth road in front of us.

3. Mr. Li is a salesman for a clothing company. Once, he came to a shopping mall to sell products. After entering the door, the other party was busy with his own business and asked coldly: "Which company is it from and what are you promoting?"

But Mr. Li was not in a hurry to hand over his business card or report to the company. , but explained his purpose calmly: "Sir, the peak season is here, I'm here to help you." "Help me?" He stopped what he was doing and looked at Mr. Li in front of him with doubtful eyes. "Yes." "How can you help me?" "I'll help you increase your turnover and profits." "Really?" he asked with interest. "Yes. You see, the peak season is here, and your designs and varieties are still relatively monotonous. Let me help you add new styles and colors."

"Then..." At this time, Mr. Li saw that the time was ripe, So he handed over his business card and brochure, and further said: "This variety has brought considerable profits to merchants in other cities across the country." So Mr. Li made the business easily.

We are all accustomed to the conventional way of thinking, so how can we turn conventional thinking around and conduct reverse thinking? Are there any techniques for reverse thinking? The answer is of course yes.

First, change roles with customers. When you cannot obtain information through direct negotiations with customers, you can change your way of thinking.

When your customer is a company, you yourself Or ask other colleagues in the company to pretend to be new customers of the client company, and negotiate by phone or direct door-to-door visits. Ask a lot of questions. I believe that the customer will not reject a new customer. In this way, a lot of information about the customer will be proactively told to you. You will be able to grasp the situation of your customers. In this way, you can use this important information to "launch an attack" on your customers.

Second, think reversely in terms of titles

When we sell products to customers, the general titles are "General Manager So-and-so, General Manager So-and-so, Mr. So-and-so..." ..." Although such a title may be consistent with the customer's identity, such a title is too serious and makes the relationship between people seem alienated. And if you use a more intimate title instead, like an old friend, the relationship between the two parties will heat up invisibly.

Third, think reversely in terms of your own positioning

General salesmen appear in front of customers as salesmen and take the initiative to sell their products as soon as they meet. , but the result of doing so is just the opposite, because most customers will reject a salesman. But if we position ourselves as customers' friends and consider the interests of customers in everything, then there is no reason why customers should not accept us. Or dress yourself up as an open-minded seeker, an open-minded student, and ask customers a lot of questions. Keep taking notes when asking questions. In this way, customers will gradually trust you, and you will become good friends with customers. At this time, customers will buy your products without you having to sell them.

Customer Consumption Psychology

"Customer Consumption Psychology" believes that under the conditions of consumer-oriented modern market economy, studying consumer psychology and behavior has become an important part of marketing The basis of the activity. The process and characteristics of customer consumption psychology, customer consumption needs and motivations, customer purchasing decisions, analysis of customer purchasing behavior, and the impact of social environment on customers' consumption psychology.

"Customer Consumption Psychology" introduces the basic rules of customer consumption psychology and behavior, and provides basic ideas and methods for merchants to implement customer satisfaction strategies.

The specific contents include: customer consumption psychology activity process and characteristics, customer consumption needs and motivations, customer purchasing decisions, customer purchasing behavior analysis, the impact of social environment on customer consumption psychology, consumer psychology and behavior of customer groups, consumption trends and consumption customs, The impact of product design, product naming, brand, trademark, packaging, price, commercial advertising, shopping environment and sales services on customer consumption psychology. Each chapter is equipped with case discussions and thinking exercises.

This book can be used as a teaching material for undergraduate and graduate students in business administration, marketing and other majors in colleges and universities or other related training churches. It can also be read by enterprises, business operators and customers. ;