Business experience of opening a store: all kinds of store business optimization and management deta

Chapter 21 Business Manual Eight: Winning the Heart of Customers and Operating Well (2)
1 The purchase motivation has a sense of the times

Young consumers are the consumption leaders of popular commodities, and they play a leading role in promoting the upgrading of commodities, which is determined by their psychological characteristics in adolescence.Typical manifestations are rich in heart, keen sense, full of fantasy, courage to innovate, dare to break through old traditional concepts and secular prejudices, easy to accept new things, and follow the trend of the times.It is reflected in their buying behavior that they tend to seek novelty and beauty, and they like to buy commodities with the characteristics of the times to decorate themselves and their families, and show a modern lifestyle to win the approval and envy of others.Therefore, a new product that is put on the market or a certain commodity that is popular in society will arouse their great interest and desire to buy, and the purchase motivation will also be formed accordingly.We found in the actual survey that among the consumers who did not have a clear purchase goal in advance but realized their purchase behavior, young people are the majority.The reason is that they are often attracted by new and popular products, and realize unplanned purchases.

2 Wide range of purchases and strong purchasing power
The young consumers we are talking about are mainly young consumers with independent purchasing power.They have certain financial resources and purchasing experience, and they do not have a heavy financial burden, so they can purchase a wide range of commodities.All kinds of goods, no matter high-end, low-end, general or special, are the objects of their purchase.As people's consumption concepts change from conservative to open, young people's sense of the times in consumption is also becoming stronger, manifested in the pursuit of modern lifestyles in clothing, food, housing, transportation, and education, focusing on enjoyment, entertainment, and even luxury. sexual consumption.Therefore, any commodity that can satisfy their consumption in this aspect can arouse their interest and demand, and stimulate their purchase motivation.

3 is obviously impulsive

The characteristics of young people are physical strength, vigor, and vigor. On the one hand, their psychological characteristics are decisive, quick and responsive; on the other hand, they are also impulsive and rash.Therefore, its purchase motivation has obvious impulsive characteristics.First of all, pay attention to the beauty and novelty of the product, and then pay attention to the quality and price, but cannot calmly analyze the various pros and cons of the product. Many people judge whether the product is good or bad based on their feelings about the product and their intuition, and form a perception of the product. Likes and dislikes tendencies.Therefore, the randomness and volatility of motives are large. It is manifested as liking one kind of commodity sometimes, and pursuing another kind of commodity sometimes.

4 Purchase motivation is easily affected by social factors

Young people are not only the backbone of social activities, but also members of families and certain groups, with a strong sense of collective and honor.Therefore, the behavioral standards and rules of these groups have an important impact on their behavioral activities, and provide them with a certain consumption pattern, so that the purchasing behavior tends to be consistent.In particular, the social popularity of commodities directly determines their purchasing behavior.For example, when it became popular to wear suits, young people were the first to bear the brunt and became the leaders in the consumption of suits; jeans, which came with the reform and opening up, have become a feature of young people entering the modern society, and many people are proud to buy real brand-name jeans.In more cases, the hairstyles, clothing, and even shoes and hats of famous film and television stars and sports stars will become the objects of their imitation consumption, forming a whirlwind buying boom.For example, "Jane Eyre" hats, "Guangfu" shirts, "Oshima Shigeru" trench coats and "Sachiko" dresses, etc., were once all the rage in the society and were favored by young consumers.

What are the characteristics of the purchasing psychology of elderly consumers

What is the elderly?Common sense is that people over the age of 60 are elderly.With the development of my country's modern science and technology and health care, the age structure of my country's population is gradually aging.The number and proportion of the elderly in the total population is growing rapidly.In order to meet the needs of elderly consumers in terms of clothing, food, housing, transportation, culture, rest, medicine, hygiene, and spiritual life, it is of great significance to study their purchasing motivations.

The purchasing motivation characteristics of elderly consumers are mainly manifested in the following two aspects.

1 The purchase motivation is formed in the psychological state of pursuing comfort and convenience

We know that human aging has certain rules.Adolescence is the most vigorous period of energy and physical strength in a person's life, and all parts and organs of the body are in good operating condition.With the growth of age, the physiological functions of organs in various parts of the body will change, and they will decline in an all-round way in old age.It is common for the elderly to have obvious decline in vision, hearing, taste, smell, touch and other abilities, slow response, memory loss, sleep loss, sensitivity to external stimuli such as cold and warm, and easy fatigue and boredom.This makes their demand for consumer goods gradually focus on the products they need and are most interested in from a wide range and variety.The main function of these commodities is to make up for some physical defects and deficiencies of the elderly, contribute to the health of the elderly, and bring more convenience and comfort to the life of the elderly.For example, if you eat food that emphasizes longevity, what you wear is generally limited to exchanging new ones for old ones, and what you use is mainly daily consumption and special products that can satisfy the hobbies and interests of the elderly.At the same time, most of the elderly are retired workers and retired cadres, and their economic conditions are generally relatively good.Their consumption of enjoyment and entertainment will also continue to increase, and the formation of purchase motivation often depends on the degree of convenience and comfort these commodities bring to them.They are also particularly concerned about the quality, performance, and convenience of loading and unloading of the products, but they ignore the appearance, style, color, and price of the products.In addition, determined by the physiological characteristics of the elderly, their demand for labor services has also increased significantly.Such as medical treatment, personal insurance, travel services, etc.

2. Purchasing motivation has strong rationality and stability

Although the physical energy of elderly consumers declines with age, the mental activity process is relatively stable.Because they are well-informed and experienced, they often show strong self-confidence and self-esteem.When purchasing products, they like to evaluate the pros and cons of products based on past experience and experience, and have deep memories of old-brand and famous-brand products.The fixed consumption habits developed over the years make their purchase motivations more rational and stable, less susceptible to interference from external factors, and not affected by a certain feature of the product, but comprehensively evaluate and analyze the product Various pros and cons factors before making a purchase decision.Once the motivation is formed, it is not easy to change, sooner or later it will always lead to the purchase action.It should be pointed out that in our country, many elderly couples have been separated from their married children, but they still rely on and support each other.They are old, have extensive experience, have high seniority, are respected by their surroundings and family members, and their authoritative status in the family network is relatively stable.Therefore, their buying psychology often affects family members.

What is the relationship between social culture and consumer psychology

1. The concept and characteristics of culture
The concept of culture has a broad sense and a narrow sense.Culture in a broad sense refers to the sum of material wealth and spiritual wealth created by human beings in the process of social and historical development.It includes customs, behavior norms, religious beliefs, lifestyles, values, and material products created by people, etc.In a narrow sense, culture refers to the ideology of society, as well as the corresponding systems and organizations.What we are talking about here is the influence of culture in a broad sense on consumer psychology.

Culture is a historical social phenomenon.Every society has its corresponding culture, which keeps developing with the development of social material production.

Culture has two fundamental properties:
culture is national

Every nation has its own culture. With the emergence and development of the nation, it forms the national language, national character, national tradition, and way of life.

The development of culture has historical inheritance

Every social culture is based on the development of previous culture, and bears the imprint of previous culture.

In addition to the above-mentioned basic characteristics, culture is also divided into subcultures and subculture groups.

2. The impact of social culture on consumer psychology
Social culture (including subculture) inspires and educates people and is the basic "ruler" of human desires.People in different social and cultural backgrounds have great differences in their lifestyles, hobbies, behavior patterns, and moral norms.Here, several main aspects are introduced:

First of all, different social cultures form different aesthetic concepts and produce different consumer psychology.

For example, European and American women like to wear white wedding dresses when they get married. In their opinion, white symbolizes purity and beauty; while Chinese women mostly like to wear red wedding dresses when they get married, because red symbolizes good luck and happiness.

Secondly, different social cultures form different values.In developed capitalist countries, most people are keen on the comfort and enjoyment of life, and their consumption expenditure often exceeds their income level.Correspondingly, installment payment and credit sales are very popular.When people buy big-ticket items, such as cars and housing, they can either pay in installments or borrow money from the bank to pay, and the more money they borrow, the higher the reputation.In our country, the situation is just the opposite.People are used to saving money to buy things, but not to borrowing money to buy things, because borrowing money will be regarded as not being able to live.Therefore, people's purchase of goods is often limited to the scope of money payment ability.

Thirdly, under different social and cultural backgrounds, differences in lifestyles will result in different consumer psychology and purchasing behavior.For example, in western developed countries, due to the fast pace of life, people like to eat in fast food restaurants. Even if they eat at home, they still buy semi-finished food for cooking. Therefore, fast food, instant food and semi-finished food are very popular and have a great influence. Market demand.The Chinese, on the other hand, like to buy all kinds of main and non-staple food raw materials and cook them by themselves, which is both palatable and economical.In contrast, fast food and instant food are only consumed occasionally when people are out on errands or when conditions do not permit.

What is the relationship between social popularity and consumer psychology?

1. The concept and characteristics of social popularity
Popularity refers to something that spreads temporarily in society.Sometimes people also call it fashionable, fashionable, fashionable, etc.Psychology interprets popularity as "a social action initiated with a certain purpose, a psychological coercion that enables some people in a social group to act together within a certain period of time."

Popular content is very broad, it can be divided into three aspects:
substance epidemic

Such as fashion, decorations, cosmetics, hairstyles, furniture, etc.

action pop

That is, it is manifested as the prevalence of people's behavioral activities.For example, in 1950, most of the ballroom dances popular in society were classical dances to show people's taste, elegance and nobility. Disco music was popular in 1980 to reflect the tense and fast life of people.

The prevalence of ideas, concepts, and social ethos

For example, we are currently implementing the policy of invigorating the interior and opening to the outside world. Everyone is proud to devote himself to reform, and advocates learning science and culture.

The popularity of these aspects influence and restrict each other.The popularity of ideas is often the basis of material popularity and action popularity, and the latter is the performance of the former.As far as consumer psychology is concerned, the popularity of substances is more important, and it is a direct factor affecting consumer psychology.

2. Forms of social popularity

This popular social image does not arise and develop in isolation, but has its deep social roots and psychological basis.

The popular form refers to the manner in which the popularity originated.

Although the origin of social epidemics is influenced by many factors, there are two main forms of epidemics:
A fashion is formed and developed from top to bottom.Generally, it is the top leaders who take the lead in advocating and using it, and then spread it downwards to form a social atmosphere.For example, after the Third Plenary Session of the Central Committee of the Communist Party of my country, Chinese leaders took the lead in wearing suits and ties. At that time, they became popular all over the country. Men, women, old and young all regarded wearing suits as beautiful, which caused changes in my country's clothing industry.This situation is not uncommon in foreign countries.According to data records, US President Reagan and his wife are the most influential fashion advocates in the United States.Reagan has won the Best Dress Award in the United States many times because of the decent and generous suits he wore, which are both chic and dignified, and have extraordinary demeanor.People followed suit, and the sales of suits soared, which revived the suit industry in the United States, which had been sluggish in 1970.And Mrs. Nancy has been one of the top ten fashionable women in the United States for many years, and has set the style for fashion styles and hairstyles for several years.There are also Princess Diana of the United Kingdom and Mrs. Thatcher, who are the most influential women in women's clothing in the world.

Another fashion is formed from the bottom up.That is to say, it is first used by ordinary consumers, and then gradually spread to be accepted by consumers from all walks of life and industries.The popular form is also common, such as clothing, daily necessities, cosmetics, furniture, etc.

3. The impact of social epidemics on consumer psychology
Social fashion has an important impact on consumer psychology.It mainly causes changes in people's behavioral activities by causing changes in people's psychological activities.Here we mainly analyze from the following two aspects.

Social epidemics affect consumers' demand motivation

Popularity is a common social phenomenon.Some people call it fashionable, and being fashionable is a manifestation of people's general psychological characteristics.Everyone is fashionable to varying degrees.Because, no matter whether it is popular or fashionable, they all have such a feature: the things that are in fashion give people the impression of beauty, and the pursuit of fashion gives people psychological satisfaction.This is the psychological factor in the formation of social epidemics.It prompts consumers to generate new consumption demands or change the original consumption demands, forming new purchase desires.For example, sofas used to be used in public places, high-end hotels, and offices in my country. With the improvement of people's living standards, they will soon enter household consumption.Moreover, the style of the sofa is constantly refurbished, from single to double, from single to multi-purpose, from simple to luxurious. The constant change of this popular style has prompted people's consumption needs to also constantly change.

Social epidemics affect consumers' purchasing behavior
Social fashion not only affects people's ideology and values, but also affects people's behavioral norms, including consumer purchasing behavior.For example, in the past, people often bought goods in large packages, and the lower the price, the better.But now it requires high quality and low quantity, and it is fashionable to "eat nutritiously, dress high-end, and use ostentatiously".Of course, the emergence of this situation is closely related to the improvement of people's living standards, but it cannot be denied that social epidemics have an impact on people's psychological activities.Some people have lower income levels, but they still have to be on par with most people in the society, or even exceed the consumption standards of ordinary people.This kind of buying behavior is not so much to meet the needs of consumption, as it is to meet psychological needs.

It is of great significance to study the impact of social fashion on consumer psychology.In terms of purchasing and selling business, through the analysis of the impact of social epidemics on consumer psychology, it will help commercial enterprises to further conduct market research and forecast, organize marketable commodities, and ensure supply. In terms of service work, it will help to better understand consumption Changes in consumers' psychological activities and purchasing behaviors, master their laws, improve service skills, improve service quality, and meet the various needs of consumers.

What is the relationship between consumer habits and consumer psychology?

1. The meaning and type of consumption customs
The so-called custom refers to customs and habits.Generally speaking, custom refers to a kind of fashion formed over time through the ages; while habit is consolidated by repetition or practice and becomes a required mode of action.Custom is also a social phenomenon, so its scope is extremely wide, not only in politics, production, consumption, etc., but also in thought, language, emotion, etc.Consumption custom is one of the important customs among people's various customs.It is the customs and habits of various consumptions formed by people in long-term social activities.

We classify them into the following types:
festive consumption customs
This is the most important form of consumption customs.It is the action mode of various consumer demands caused by people to express various good feelings and realize good wishes.For example, during festivals, people decorate with lanterns and streamers, set off firecrackers to celebrate, visit each other, give gifts and consume a lot of food.

monumental consumption customs
It refers to the consumption customs and habits formed by people in order to express the commemoration of people and things.This is a very common form of consumption customs, which varies from country to country.For example, Chinese people sweep tombs to worship ancestors or martyrs on Ching Ming Festival, and Westerners are used to wearing black clothes and sending flowers when mourning.

religious consumption practices
It is a custom of consumption caused by a certain belief.For example, fasting habits caused by religious beliefs, or consumption habits caused by various folk myths and legends.

political consumption practices

It is a certain consumption habit formed by people for some political reasons, such as the consumption activities formed by the National Day (Golden Week) in my country, and various consumption forms caused by the Independence Festival abroad.

national consumption customs

Due to different cultures and lifestyles, different ethnic groups have very different consumption customs.This is manifested in all aspects of consumption, such as food, clothing, consumption rituals and so on.

regional consumption customs

It is a consumption custom formed due to differences in geographical location.Not only are there differences between countries, but even in the same country, customs are also different due to different regions.As far as our country is concerned, as the saying goes, "south is sweet, north is salty, east is spicy, and west is sour", which reflects that consumers in different regions have different tastes and eating habits.For example, northerners like to eat dumplings, southerners like to eat glutinous rice balls, and so on.

2. The impact of consumption customs on consumer psychology
The impact of consumption customs on consumer psychology is the same as that of social fashion, which can cause or change consumers' desire and demand for purchase, thereby causing changes in purchase behavior.However, due to the characteristics of the consumption custom itself, the purchase behavior it causes is different from the purchase behavior under normal circumstances.It mainly shows the following characteristics:

(End of this chapter)