1. The main content of consumer purchasing decision-making:

Consumer purchasing decision-making refers to consumers carefully evaluating the attributes of a product, brand or service and making choices and purchasing capabilities. The process of producing a product that meets a specific need. The content of consumer decision-making mainly includes the following five aspects: what to buy, how much to buy, where to buy, when to buy and how to buy, that is, the five W's.

2. The general rules of consumer psychological activity process are:

1. Impulsive buying. 2. Habitual purchasing behavior. 3. Seek diversified purchases. 4. Buy loyally. 5. Promotions respond to purchases.

6. Complex purchases. 7. Reduce dissonance buying. 8. Influence purchase.

3. How to improve the memory effect of customers' advertising information:

In order for consumers to have interest, memory, and purchase desire in advertising information, advertisements need to be reminded and consolidated repeatedly with a certain frequency. Because the audience's attention to an advertisement will decrease over time if it is repeatedly broadcast on one medium, multiple media are needed to extend the audience's attention time to the advertisement.

4. Briefly describe the main characteristics of family consumption during the growth period of children:

Engel’s law is generally expressed as follows:

① As family income increases, for The proportion of expenditures on food purchases in household income will decrease;

② As household income increases, the proportion of expenditures on residential construction and housework in household income will remain roughly unchanged;

< p> ③ As household income increases, the proportion of expenditures and savings used for other aspects in household income will increase.

① Stages of family life cycle;

Several stages of family life cycle

A typical family life cycle can be divided into the following six stages: Formation , expansion, stability, contraction, empty nest and disintegration six stages. The start and end of each stage are usually expressed by the mean or median age of the corresponding population (husband or wife) when the event occurs. The length of each stage of the family life cycle is equal to the sum of the end and the starting mean or median age. Difference. For example, in a certain social period, the average age of a group of women when their last child left home (i.e., the beginning of the empty-nest phase) was 55 years old, and the average age when their husbands died (the end of the empty-nest phase) was 65 years old. Then the empty nest stage of this group of women is l0 years.

(1) Young single period:

The period from starting work to getting married, usually 1-5 years. At this time, income is relatively low and consumer spending is high. This period is a great stage to improve yourself and invest in yourself. The focus of this period is on developing future acquisition capabilities. The financial situation is one with few assets, possibly liabilities (such as loans, borrowings from parents), or even negative net worth.

(2) Family formation period:

Refers to the period from marriage to the birth of a newborn, generally 1-5 years. This period is the main consumption period for households. Economic income has increased and life is stable, and families already have certain financial resources and basic daily necessities. In order to improve the quality of life, large household construction expenditures are often required, such as purchasing some higher-end supplies; families that buy a house with a loan also need a large expenditure - monthly payment.

(3) Family growth period:

Refers to the period from birth until the child goes to college, usually 9-15 years. In this stage, the number of family members is no longer increasing, and the age of family members is increasing. The biggest expenses of the family are health care expenses, preschool education, and intellectual development expenses. At the same time, as their children's ability to take care of themselves increases, their parents are energetic and have accumulated a certain amount of work and investment experience, so their investment capabilities are greatly enhanced.

(4) Children’s education period:

Refers to the period when children go to college, usually 4-8 years. During this stage, children's education and living expenses soar, and the financial burden is usually heavy.

(5) Family maturity period:

Refers to the period from when children join the workforce to when parents retire, generally about 15 years. At this stage, one's own work ability, work experience, and economic status have all reached their peak, their children have become completely independent, debts have gradually been reduced, and the focus of financial management is to expand investment.

(6) Retirement pension period:

Refers to after retirement.

The main content of this period is to spend your old age peacefully, and investments and expenses are usually conservative.

The above is the division of the life cycle of an ordinary family. This approach is imperfect because we do not take into account forms such as single-parent families, childless families, etc.

5. How to apply the principle of perceptual consumption to formulate corporate marketing strategies:

In formulating perceptual marketing strategies, there are two points that companies need to pay special attention to: one is to improve product communication; Strengthen on-site management of product sales terminals.

Methods of perceptual marketing strategies, 1. Continuously innovate products. 2. Let the brand and packaging convey emotions.

Case analysis of perceptual marketing strategy

Case 1: Perceptual marketing strategy of children's clothing stores [3]

For children's clothing stores, perceptual marketing is not only Sellers are required to launch perceptual products in a targeted manner in response to consumers' consumer psychology and emotional needs, and they must also comprehensively use visual, auditory, smell, taste, touch and other senses to receive information, and implement diversified, An emotional and family-friendly marketing mix sells products to "God" while selling emotions, so as to achieve the purpose of pocketing "God"'s pockets by selling emotions. I focus on promoting the perceptual marketing of children's clothing stores from the following aspects.

1. Window design of children's clothing store

Window design gives customers the first impression. The comprehensive factors in the window include lighting, product density, mannequin displays, and advertising paintings. The products displayed in the window must be the most touching products. Its purpose is to establish a personalized image, attract customers' attention, and then come to visit. This is the key to creating consumption opportunities in the entire shopping process. The window is an important part of the appearance of the store. The window layout must achieve the purpose of message transmission and impression retention, accurately convey the product information in the store to customers, and at the same time, it must reflect Brand image to achieve a high degree of recognition. By displaying new clothing, it is shown that the brand is able to keep up with the development of the times; through artistic design, it attracts the attention of passers-by and displays an elegant style, so that consumers can continuously deepen their impression of the product and brand. The window display design must not be disconnected from the products in the store. It requires the effect of publicity and attraction, but strives to ensure the harmony and unity with the entire store, so that people will not feel disappointed after entering the store after being excited about the display window.

The design of the display windows of children's clothing stores should be arranged according to the psychology of parents and children, so as to attract their attention at a glance. Nowadays, many children's clothing brands are defined and named after small animals, children and some beautiful things. The brand name itself gives people a cute and easy-to-accept impression, so the window design of children's clothing stores must also be consistent. , made lively and cute, making parents and children feel like they are in a child's world.

The color design in the windows is very important. You can use bold colors used by children in painting and bright colors with high purity to enhance the visual effect. The children's clothing displayed in the window should be the best of the brand, and should be constantly changed as new products are launched. The models can be cute cartoon-style children, or of course, unique clothes supports can be used for hanging display. Children's clothing should be illuminated with warm lights to highlight the main body. The background and decoration of the windows can be designed using scenes from cartoons that are familiar to children and parents, or using nature, rainbows, windmills, small animals, colorful balls, etc., which can give people a friendly feeling and also Dynamic window displays can be used to make the scene in the window move and attract consumers' attention at once.

2. Clothing display in children's clothing stores

Clothing display design in specialty stores is an important part of the sales activities of clothing companies. Specialty stores are the key to direct contact between clothing and consumers. place. Clothing display design includes clothing display rules, placement requirements, color matching, etc. The main purpose is to create a good sales atmosphere. When displaying clothing in children's clothing stores, special attention should be paid to easy handling and placement. Use less stacked clothing and try to use hanging or model displays. This is because some parents bring their children to buy children's clothing. They have to take care of their children, so don't let them When choosing clothes, I find it troublesome to put them away. Hanging clothes should be arranged appropriately according to styles and colors. Short sleeves should be arranged first and long sleeves should be arranged later. Style numbers should be sorted first and colors should be sorted. Round collars should be arranged first and then lapels. Thin ones should be arranged first and then thick ones.

The colors are arranged from light to dark. Of course, the clothes hanging on the wall should be illuminated by lights, so that customers can see the clothes clearly and find it very convenient when selecting. When it comes to style matching, attention should be paid to displaying clothing in the same series in a matching way for the upper and lower bodies, so that customers can make matching purchases. For newly arrived goods, they should be placed according to the type of goods in a position that is more attractive to consumers. They should be displayed for about a week and then the positions of the goods should be changed. When placing shelves, you must be careful not to crowd them and make it easy for parents and children to move around. The shelves should not have sharp edges and corners, preferably rounded corners, to prevent children from being injured when they touch them.

3. The store atmosphere of children's clothing stores

The lighting, color, temperature, fragrance and music in the store can not only give customers a beautiful enjoyment, but also stimulate consumers to purchase. desire. The color selection of lighting in children's clothing stores should be combined with the change of seasons and the feeling of the brand. Scientifically configured lighting can help highlight clothing, enhance the shopping atmosphere, and attract and guide consumers to make purchases. The lighting in children's clothing stores should pay attention to basic lighting, accent lighting, and decorative lighting. At the same time, be careful not to be too complicated, because children's world is simple and simple, so don't let them feel confused as soon as they enter the store. The colors in children's clothing stores can be bright colors, and dark colors should be used sparingly or as far as possible. The types of colors should not be too many and should be moderate to avoid dazzling the eyes. The purpose of using background music in the store is to create a relaxed and pleasant shopping environment for consumers, relieve the fatigue of customers and shopping guides, enable customers to purchase clothing in beautiful music, and extend the time customers stay in the store. The music in children's clothing stores can use the melody of children's songs or gentle light music, and the volume should be moderate. The temperature in a children's clothing store is also very important, because taking into account the child's feeling of temperature, generally around 20°C to 25°C is appropriate in summer, and 25°C to 28°C in winter. The fragrance in children's clothing stores is preferably fresh and elegant. Children will like it if it has a light fruity fragrance.

4. Facilities and service attitude of children's clothing stores

Taking into account the presence of parents, the fitting rooms of children's clothing stores should be spacious and bright, and the seats must be comfortable , and the height should be suitable for the child, and seats of two heights can be set. It is necessary to place some mascots or animal toys related to the brand in the store, which can strengthen customers' impression of the brand. The cashier counter or some display cabinets made into cartoon characters will have a good effect. It is very important for children's clothing stores to open up another leisure area, where children can play and wait for parents to finish shopping. For example, place a sofa or a thick and soft carpet with toys on the carpet, and place a table next to it. If some cartoons are shown on the TV and some cartoons are shown in the leisure area, do not play other music in the store to avoid conflict and poor effect. You can also set up bookshelves in the leisure area and place some children's books or books about family and children for mothers.

5. The service attitude of the salesperson

The image of the salesperson in a children's clothing store is very important. The clothes should be dressed to make customers feel approachable, and the color of the clothes should be clean, elegant and busty. You can wear the brand's mascot logo in front of you. If you want to do something more on the headwear, such as a cute mascot hat, etc. The salesperson's service attitude cannot be ignored. He should greet people kindly, explain patiently, sincerely, and speak with a sense of rhythm. He should be kind and patient with children. He should be a qualified shopping guide for parents and be familiar with clothing common sense. , washing common sense, etc., be familiar with all aspects of each children's clothing, and introduce appropriate clothing according to the needs of customers. Establish a correct service awareness, put customers first in everything, be enthusiastic and generous, but do not force customers, so that customers can buy without pressure and feel comfortable. Communication starts from the heart, and the interactivity between people is unmatched by any other form of communication. The "human concern" shown by the product and the salesperson during the sales process is the biggest weight for the success of personal selling, and it is also the most aggressive move. The design of the product itself, the respect and care for customers shown by the language, attitude, and sincere behavior of the personnel are the easiest to move the consumer. Maybe he does not need the product, but he may also buy the product because of it. Not for anything else, just for the momentary touching of the soul.

6. Promotional strategies for children's clothing stores

Use advertising to "sensation". If the advertising can fully consider the specific mentality of the target consumers, choose the appropriate angle, and use good art forms , grasp the positioning of emotions well, and use effective means to strengthen and render the unique emotional color of the brand, so that it can quickly enter the hearts of consumers, win their favor, and achieve success. For example, in children's clothing stores and inside the store, you can use bright colorful flags, balloons or cartoon images to advertise, and write tempting promotions or sensational language. For example, tell customers in advertisements, "Every time you buy a piece of clothing, you will donate a dime to the Hope Project" and so on. It is a very effective marketing method to seize the psychology of customers and carry out preferential promotion activities, such as discounts, gifts, membership cards, etc. For example, customers who can accumulate a certain amount of purchases will be given a special birthday card for their children. Offering the best prices on birthdays makes parents feel that the merchants are really humane. Another example is the activity of buying clothes and giving toys as gifts. While children get clothes, they can also get toys, which will have a certain impact on their next purchase. Organize a children's clothing exhibition during holidays, let children sign up for performances, and allow parents, children and stores to interact, which not only enhances the relationship between both parties, but also achieves a good publicity effect. Countless business war facts tell us that in In the era of perceptual consumption, whoever can make a fuss around the word "emotion" and endow products with emotion and soul can win the trust of consumers, own a broad market, and make the enterprise invincible. But everything has a degree. In the process of emotional marketing, you must avoid overusing emotions at the same time. If you are not affectionate enough, you cannot communicate with consumers, but if you are too enthusiastic, it will lead to consumers' avoidance and will not achieve the desired effect. Therefore, degree should be grasped in emotional marketing.

6. Briefly describe the objective factors that affect consumer memory:

The objective factor that affects memory is whether the audience can receive hints, a condition for induction, and hints are a kind of induction. Tools, as long as they are continuously consolidated and repeated, the memory will naturally be profound.

7. Briefly explain the law of changes in consumer demand:

The decreasing propensity to consume is caused by the human nature of caution, foresight, greed, calculation, improvement, independence, enterprise, pride and other characteristics. decided. In developed industrial countries, the national income is relatively high, but the propensity to consume is relatively low, which leads to insufficient effective consumption demand and leads to underemployment. During periods of economic upsurge, residents' incomes increase significantly, consumption tendencies decline, and the lack of effective consumer demand becomes increasingly serious, thus causing cyclical economic fluctuations.

8. Briefly describe the impact of temperament on consumer behavior:

Brand employees are the main body of brand production, operation and management activities, and are the direct shapers of brand image. Employee image refers to the overall image of brand employees, which includes the image of managers and employees. Manager image refers to the impression left by the knowledge, ability, courage, quality, style and business performance of brand managers, especially brand owners, on brand employees, brand peers and the public. The brand owner is the representative of the brand, and the quality of his or her image directly affects the image of the brand. For this reason, many brands today attach great importance to the shaping of the brand owner's image. Employee image refers to the overall image of the brand's employees to the outside world in terms of their service attitude, professional ethics, behavioral norms, mental outlook, cultural standards, work skills, internal qualities, and appearance. A brand is a collection of employees, so the words and deeds of employees will definitely affect the brand's image. A good manager's image can enhance the brand's centripetal force and the public's trust in the brand; a good employee's image can enhance the brand's cohesion and competitiveness, laying a solid foundation for the brand's long-term and stable development. Therefore, many brands attach great importance to the image of their employees in the process of building a good image.

9. What are the general characteristics of consumers’ price psychology:

① Habituality. Repeated purchasing activities will allow consumers to form a rough idea of ??the price of a certain commodity. This price is also called a habitual price. When consumers judge the price of frequently purchased goods, they often use customary prices as the standard. If the price is within the customary price, it is considered reasonable and normal. If the price exceeds the upper limit, it is considered too expensive. If the price is lower than the lower limit, the quality will be doubted.

②Sensitivity. The strength of consumers' psychological response to commodity prices and the magnitude of price changes of the commodity usually change in the same direction. But violations of this psychological change often occur.

Even if the price adjustment of some commodities is large, consumers will not have a strong psychological reaction. The reason for this difference is that consumers have different sensitivity to price changes of various commodities. Generally speaking, consumers are very sensitive to price changes of daily necessities that need to be purchased frequently, but are relatively slow to price changes of high-end consumer goods that are purchased less frequently.

③Receptivity. Consumers' judgments about the price of goods are not entirely based on absolute prices, but are also affected by other factors, including the weight, size, trademark, packaging, and color of the goods; the use value and social value of the goods; the placement of goods and the way of service , the atmosphere of the sales place, etc. Due to the illusion caused by stimulating factors, the absolute price of some goods is relatively high, and consumers will feel that it is cheap; the absolute price of some goods is relatively low, and consumers will feel that it is expensive.

④ Tendency. Consumers tend to choose either high prices or low prices for goods. The former are mostly consumers who are in relatively good economic status and are motivated by seeking fame, status and showing off; the latter are mostly consumers who are in average economic status and are motivated by seeking benefits.

10. How to make pop advertising eye-catching:

1) Special attention must be paid to the psychological offensive of on-site advertising. 2) Simple shape and eye-catching design. 3) Pay attention to display design. 4) The design of POP advertising must not only have a distinctive personality, but also be consistent with the image of the company. It must start from the main body of the company and the product, and take an overall consideration from the standpoint of the advertising activity. 5) The design of POP advertising must not only have a distinctive personality, but also be consistent with the image of the company. It must start from the main body of the company and the product, and take an overall consideration from the standpoint of the advertising activity. The overall design requirement for POP advertising is to be unique. No matter what form it is, it must be novel and unique, able to quickly attract customers' attention and stimulate their desire to "want to know" and "want to buy". 6) Emphasize the effect of on-site advertising. We should strive to design advertisements that can best impress consumers based on the characteristics of the products sold in retail stores, such as the level of operation, the popularity of the retail store, various service conditions, and the psychological characteristics and purchasing habits of customers. 7) Image-led.

How to understand and apply psychological strategies in trademark design?

Brand image is an important component of brand asset value and one of the most important links that cannot be ignored in the development of brand life. As a brand image, trademark is a symbol of the brand and represents a brand. A force, sometimes even represents a culture. Some people believe that corporate brands have strong appeal to consumers of brand products, firstly, economically, and secondly, spiritually and morally. This means that consumers have formed a fixed preference for certain brands. They do not allow or accept the image changes of certain brand products. In order to emphasize self-protection, companies violate the wishes of consumers and are bound to suffer a disastrous failure. .

(1) Coca-Cola: Tastes better than ever Coca-Cola is a beverage with a century-old history in the United States. Later, in order to compete with Pepsi-Cola, Coca-Cola announced on April 23, 1985 that it would abandon its unchanging traditional formula and launch "Coca-Cola No. 1" in line with brand consumers' preference for a sweeter soft drink. Pepsi-Cola seized this opportunity and publicized: "Everyone knows that if something is good, there is no need to change it. Pepsi-Cola's achievements forced Coca-Cola to take this step."

The clamor of competitors is not terrible. What is terrible is that consumers are strongly dissatisfied with Coca-Cola's formula change. Within 4 hours of New Coke being launched, it received 650 protest calls. By mid-May, the company received as many as 5,000 critical calls every day; some consumers of traditional Coke formed organizations and prepared to boycott New Coke nationwide. Cola. Even the father of Coca-Cola's president criticized New Coke and threatened to disown his son; distributors everywhere demanded the sale of traditional Coca-Cola. In this case, the company decided to comply with the traditional habits of customers and restored the original formula, thus avoiding Coca-Cola's misfortune.

What is the relationship between the psychological level of consumer culture and consumer behavior

Cultural consumption refers to a kind of consumption that uses cultural products or services to meet people’s spiritual needs, mainly including education, Culture and entertainment, sports and fitness, tourism and other aspects. Under the conditions of knowledge economy, cultural consumption has been given a new connotation, and cultural consumption has shown the characteristics of mainstreaming, high-tech, popularization and globalization.

The so-called consumption behavior refers to all brain activities performed by consumers to find, purchase, use and evaluate goods and services to meet their needs. Their relationship is, on the one hand, the conflict between foreign culture and the national culture, and some consumers do not agree with foreign culture and resist consumption; on the other hand, the influence of foreign cultural products on the cultural identity and ideological concepts of some Chinese consumers makes them enthusiastic Consumption of foreign cultural products reduces domestic cultural consumption, weakens the development foundation of the domestic cultural industry, and causes a vicious cycle.