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

Chapter 22 Business Manual Eight: Winning the Heart of Customers and Operating Well (3)
Purchasing behavior caused by consumption customs is universal

The formation of any consumption custom must have certain recipients.It is thus determined that it can arouse consumers' general demand for certain commodities under certain circumstances.For example, during the Spring Festival, a traditional festival in China, people want to buy various commodities, such as meat, vegetables, fruits, cakes, clothing and various gifts.During this period, the demand of consumers has increased several times than usual, almost in every household.This is the universality of buying behavior caused by the universality of the custom of eliminating praise.

Purchasing behavior caused by consumption habits is cyclical

The periodicity of purchasing behavior is caused by the periodic appearance of consumption customs.We know that consumption customs are different from social fashions because they are fixed and appear periodically after they are formed.For example, eating zongzi on the Dragon Boat Festival every year, eating moon cakes on the Mid-Autumn Festival, and so on.So, with the periodicity of these festivals, people also buy periodically.

Purchase behavior caused by consumption customs is unconditional

Consumption customs are social customs or habits, which not only reflect people's action tendency, but also reflect people's psychological activities and spiritual outlook.The reason why a consumption mode and consumption habit can be inherited and form a consumption custom is the herd mentality of people.Everyone is used to doing the same things and thinking the same problems as everyone else.Therefore, there are almost no restrictions on the purchase behavior caused by consumption customs. Although the amount of consumption it causes is large and the cost is high, consumers can overcome many other difficulties and even reduce expenditures in other aspects to meet their consumption needs. Require.This is the unconditional nature of buying behavior.

What is the relationship between social division of labor and consumer psychology?

1. Consumption psychology of farmers

Farmers in our country are greatly influenced by traditional consumption habits.This is due to the long history of my country's feudal society, the long-term dominance of the self-sufficient natural economy, and the long-term low economic income. Therefore, the concept of consumption is frugal and conservative, and the key is to be able to manage the house and live on a budget. Rong, if you can make it yourself and don’t buy it, it is also the creed of most people.Therefore, the biggest characteristic of their consumption psychology is that the products should be economical, durable and durable.In recent years, with the transformation of my country's rural economic policies, the great development of the rural commodity economy, and the general increase in farmers' income, after farmers have become rich, their consumption concepts have changed a lot, and their consumption psychology has also changed. is open.Now a large number of high-end commodities and popular commodities have entered the rural market, making the consumption of many farmers have entered the forefront of the times, and the gap between urban and rural areas has been greatly reduced.

2. Workers' consumption psychology

The division of labor in the industrial sector is relatively fine, such as mining, metallurgy, machinery manufacturing, textiles, printing and dyeing, garment processing and so on.Workers have different consumption psychology depending on the type of work.

For example, mining workers have a large amount of labor and relatively high income, and their consumption beliefs belong to the "luxury type". They don't care much about gains and losses when purchasing commodities, and pay attention to the inherent quality and nutritional value of commodities.However, the workers in the textile and garment processing industries are different. In particular, there are many lesbians engaged in this industry. Their purchasing psychology is characterized by the fact that they like to use commodities to dress themselves and their families beautifully.They not only like to buy economical and affordable products, but also like to follow trends and buy all kinds of fashionable and popular products.As far as workers are concerned, their consumption patterns are greatly influenced by social atmosphere.They are the main buyers of popular commodities and popular commodities.In the survey, it was found that 30% of people like popular and fashionable products.New products are also more attractive to them.

3. Consumer psychology of intellectuals

Intellectuals are characterized by a high level of education.The biggest feature of their purchase and use of commodities is that they require commodities to conform to their own identities and can show that they have a certain knowledge, culture or accomplishment.For example, university teachers are often affected by the nature of their work and other members of the group, and their requirements for clothing are decent, elegant and unconventional.The criteria for such consumers to purchase products are artistry and practicality, and they have higher requirements for the overall coordination of products.At the same time, they are also buyers of brand-name products, high-end products, new products and some popular products.

4. Consumer psychology of commercial workers

Because of the nature of their work, commercial workers, especially salespersons, deal with commodities all day long. Therefore, they are often very familiar with the performance and characteristics of the commodities they deal in, and the psychology of seeking novelty, beauty, and cheapness is common.They like to buy all kinds of popular products and some high-end products such as clothing and high-end cosmetics, and some of them are also consumers of new products.

5. Consumer psychology of students

The students we are talking about here mainly refer to college and middle school students.Although they are not employed, they all have certain purchasing power and are incomplete consumers.In particular, they are affected by the learning environment, and most of the commodities they buy are related to the learning content and fully reflect the characteristics of young people.For example, books, stationery supplies, newspapers and magazines, tapes, records, musical instruments, and fashion, etc., all have greater appeal to them.

To sum up, there are generally two differences in the consumption psychology and purchase behavior of consumers engaged in different occupations. The consumption intentions of government cadres, intellectuals, and college and middle school students are more inclined to satisfy spiritual, social, and self-designed ones. Consumers such as workers, farmers, and commercial service workers pay more attention to satisfying material, personal, and traditional consumption needs.

Studying these differences will help companies to better produce marketable commodities and provide various services according to the different characteristics of consumers.

What is the relationship between family and consumer psychology

1. The concept and type of family
A family is a form of social life organization or a social unit formed on the basis of marriage, blood and inheritance.Parents and children are the basic members of the family.

Due to the great differences in ethnicity, culture, and living habits in different countries, family structures and types also vary greatly.From the perspective of our country, there are mainly the following types of families:
Single family: that is, a family where one person lives independently, including unmarried young people and middle-aged and elderly people who have lost their spouse and have no children.

Married couples without children: mainly refer to newly married young couples.

Elderly couples living apart from their children.

Married couples and families with children.

A married couple with parents and children.

A family of generations.

2. The characteristics of consumer psychology at different stages of family development
At different stages of family development, due to different family members and different lifestyles, their purchasing psychology and behavior are also different.
early family formation
This period refers to married couples who have no or one child under the age of 5.Families in this period have a relatively stable source of income and have little or no additional burden. In addition to daily necessities, families have great influence on fashion, furniture, cosmetics, various decorative arts, children's products, and popular commodities. need.Now, many newly married families have a great demand for high-end durable consumer goods.Consumers in this family period are often impulsive, coupled with lack of experience in housekeeping and financial management, their purchase behavior is highly volatile and random.

middle stage of family development
It refers to the period when there are children in the family who are over 5 years old or have reached the age of entering school or participating in work.During this period, household consumption demand increased significantly, mainly for daily necessities and high-end durable consumer goods.At the same time, parents not only have to pay for the expenses of their unemployed children, but also save for them.Therefore, household consumption expenditure is more planned and regular.Its purchase behavior also has rich experience and is not easily affected by external factors.However, it should be noted that in the proportion of household consumption expenditure, the expenditure of parents has changed to that of children.

late family development
It mainly refers to the period when children leave the family to work or form a new family.At this time, although the family members reverted to being husband and wife again, the situation changed a lot.The demand for wear and other luxury goods has decreased significantly, and the demand is mainly reflected in food, medicine, medical care supplies, labor services, and commodities that can bring people various comforts and conveniences, such as hearing aids, flower glasses, soft chairs, etc.Its buying behavior is also gradually decreasing.

To sum up, when a family grows from its formation to its gradual aging, its consumer demand and purchasing behavior will undergo great changes.Studying these changes is of great significance for enterprises to do a good job in marketing activities.

3. Consumer psychology of families with different decision-making types

Different households have different purchasing behaviors due to different types of decision-making.From the perspective of our country, family decision-making types can be divided into four types.

Independent

That is, each member of the family has the right to make purchase decisions about commodities relatively independently.This type of family is open.Generally, the level of education is relatively high, and the economic income is relatively affluent, and they have no special preference for the commodities they buy.

Husband dominant

That is to say, the main commodity purchase decision of the family is made by the husband.This type of family belongs to the traditional Chinese family form.The educational level of both parties is relatively low, and the main economic income of the family is provided by the husband.In some cases, because the husband does the housework, he has rich experience in purchasing decisions.

Wife dominant

That is, the decision to purchase the main commodity in the household is made by the wife.There are many reasons for the formation of this type of family, either because the husband is busy with work and other affairs, and most of the housework is done by the wife; or because the wife is smart and capable, has rich purchasing experience and strong decision-making ability.

co-dominant

That is, the purchase decision is made by the husband and wife through mutual consultation.This form is most common in modern homes.This is due to the fact that modern people have a higher level of education, enlightened and progressive thinking, and adapt to the trend of the times, and both husband and wife have equal status in the family.With the progress of society and the improvement of women's status, the family with joint control will become the main form of family decision-making.

Different types of household decision-making will have very different purchasing behaviors.For example, in a husband-dominated family, since the husband decides to buy the main commodities, he often chooses and judges commodities according to his own vision and preferences, and has obvious psychological characteristics of male consumers.That is to say, they pay special attention to the performance, quality and practical value of the goods when purchasing goods, and are not too picky about the appearance, style, color, etc. of the goods.As long as the product generally meets your requirements, you are satisfied.But if it is a wife-dominated family, the purchase behavior has the psychological characteristics of female consumers.They have strict requirements on the purchased products, pay attention to the appearance, shape and color of the products, and like to buy affordable, high-quality and low-priced products.

In addition, the main decision maker or authority in the family often has a great influence on the purchasing behavior of other members of the family.If parents prefer to buy and consume a certain commodity, it will also affect their children's preference and purchase of a certain commodity.In addition, the social status of the family and the occupation of the main members will also affect the purchasing behavior of other members of the family.

What is the relationship between related groups and consumer psychology?

1. Relevant groups and consumer psychology

Related groups, also known as reference groups, refer to social relationships that have a certain impact on the formation of consumers' thoughts, attitudes, and beliefs.It may be a group organization, it may be an administrative department, or it may be a few people, such as film actors, athletes, etc.Broadly speaking, neighbors, friends, schools, institutions, political parties, etc. all belong to the category of related groups.

Psychological research shows that a person's habits, hobbies, and even the principles of thought and action are not born with it, but are gradually formed in acquired activities and influenced by the outside world.In this external environmental influence, the influence of relevant groups plays a role that cannot be ignored.The standards, goals, and norms of the relevant groups are often the guides for people's actions and the standards that people strive to achieve.In an individual's life, he compares his behavior to the standards of the group and corrects his behavior if it does not meet these standards.

Because the range of relevant groups is very wide, consumers are affected by it all the time.Because a consumer can participate in multiple groups in different identities, different relevant groups can have very different influences on it.We can divide these different influences into those of primary groups and those of secondary groups.For example, a teacher works in a school group, is a team player in his spare time, joins a league organization as a youth, joins a trade union as a member, and can join various groups in academic research, etc.In this case, the opinions, experiences and impressions of basic group members can have a decisive impact on individual consumption behavior.The experience of a secondary group reflects a specialized interest, belief, or special need in a certain area, and its influence cannot be ignored.

Relevant groups can also be divided into participating groups and hope groups. Participating groups are groups that consumers have actually joined and have a direct impact on consumer behavior.Desired groups are groups that consumers do not yet belong to but would like to join.It has an indirect impact on consumer behavior, and it can prompt consumers to change their original consumption behavior through comparison and pursuit.Such as imitating the dress and hairstyle of the actors on the screen.

Groups can also be divided into conscious groups and avoidant groups.Conscious groups are consumers who automatically attribute themselves to a certain group according to age, gender, ethnicity, occupation, etc.Such groups are often hypothetical, but individual consumers consciously use the characteristics of this type of group to restrict their consumption behavior.Avoidant groups are groups that consumers personally try to avoid belonging to.Some of them want to change their identity and status, some of them try their best to reject their influence on their own consumption behavior, or adopt different consumption behaviors from members of this group because of their subjective understanding of the group or public opinion.For example, many girls don't like to wear cheongsam, thinking that it is a dress for married women.

The impact of relevant groups on consumers' consumption behavior also depends on consumers' status in the group, loyalty and trust to the group.If a person is in a high status in the relevant group, or is extremely loyal to the relevant group, then he will make his behavior conform to the norms of the group as much as possible.In addition, the credibility, attractiveness, and authority of the relevant group also affect its influence.

2. The impact of relevant groups on consumer psychology
The impact of related groups on consumer psychology is mainly manifested in the following aspects.

Groups of interest provide consumers with alternative consumption behavior or lifestyle patterns

Social life is colorful and diverse.People in different groups behave very differently.For example, when serving customers, salespersons are required to have neat appearance, generous clothing, and elegant manners, but they should not dress too fashionable and gorgeous.Movie actors have to adapt to the requirements of the characters in the play and change various popular costumes and hairstyles when performing.These different consumption behaviors are transmitted to consumers through various forms, providing them with models to imitate.Especially for people who lack consumption experience and purchasing ability, they often have difficulty determining which product is more suitable for them.In this case, the consumer's dependence on the relevant group exceeds the dependence on the business environment.

Related groups arouse consumers' desire to imitate, thereby affecting their attitudes towards commodity purchase and consumption
Imitation is the most common social psychological phenomenon, which reflects the behavior of individuals influenced by society.But imitation must have an object, that is, what we usually call an example.The more representative and authoritative the imitated role model, the more it can arouse people's desire to imitate, and the more universal the imitated behavior is.However, in the purchasing activities of consumers, the evaluation of the good or bad of the goods is often relative. When there is no specific imitation model, they cannot fully affirm their own attitudes towards the goods.But when some relevant groups provide them with specific models, and consumers appreciate them very much, it will arouse their strong desire to imitate, thus forming a positive attitude towards the product.

Related groups drive people's behavior toward a certain "consistency"

(End of this chapter)