This chapter focuses on analyzing the theme of the consumer market and will discuss the following issues:
1. How do consumer characteristics affect consumers' buying behavior?
2. What are the main psychological processes that affect consumers' reaction to marketing activities?
3. How do consumers make purchase decisions?
4. How do consumers deviate from the prudent and rational decision-making process?
First, the factors affecting consumer behavior
(1) culture.
(2) society.
(3) individuals.
(4) psychology.
Second, the important psychological operation process
This diagram is called consumer behavior pattern diagram, which is the starting point of studying consumer behavior and the core structure of this chapter. The stimulation of marketing and environment enters consumers' consciousness, and then a set of psychological processes that integrate consumers' personality characteristics leads to decision-making process and purchase decision. The personality characteristics of customers have been mentioned in the previous section. This section introduces in detail four key psychological processes that affect customers' consumption: motivation, cognition, learning and memory.
1, behavioral motivation
Motivation: when the need reaches a certain intensity and drives people to participate in the action, the need will become motivation. For example, if I am hungry and want to eat, then hunger alleviation is the motivation to eat. There are three most famous theories of human motivation:
(1) Freud. The psychological factors that form people's behavior are mostly unconscious, and it is impossible for a person to fully understand his own motives. It may be that some attributes of the product, such as color and smell, cause some associations and feelings of consumers, thus affecting the purchase decision. For example, nostalgic packaging, literary packaging, scented gel pens and so on. , or classic copy, give consumers passion, nostalgia, firmness and many other emotions.
(2) Maslow people's needs are hierarchical. People always meet their most urgent needs first, and then meet their secondary needs. The most important order is survival needs, security needs, social needs, respect needs and self-realization needs.
(3) Herzberg. There is no perfect product. For a product, we can always find satisfactory parts and unsatisfactory parts. Herzberg's theory distinguishes between dissatisfied factors and satisfied factors. It is not enough to just eliminate the dissatisfied factors, but also to actively show the satisfied factors.
Step 2 know
(1) selective attention.
(2) selective distortion.
(3) selective reservation.
(4) Subconscious cognition.
Step 3 study
(1) drive.
(2) clues.
(3) generalization.
(4) discrimination.
Step 4 remember
(1) brand association.
(2) Memory coding.
(3) Memory extraction.
Third, the purchase decision-making process: five-stage model
Problem cognition → information search → scheme evaluation → purchase decision → sufficient behavior.
(1) problem cognition. Be aware of your own problems or needs and hope to solve them by spending money.
(2) information search. Search information from various channels, such as family, friends, websites, advertisements, media, etc. , but in fact only very limited information can be collected, and most of the information sources are commercial sources, that is, news source provided by merchants.
(3) Scheme evaluation. According to the collected information, there may be several options, all with different attributes, which can meet some requirements. Consumers are most concerned about those attributes that can realize the preferred interests. For example, as long as the computer is fast enough, I am willing to spend more money.
(4) purchase decision. What kind do you want? Where can I buy it? How much to buy? When did you buy it? How to pay? , corresponding to brand decision, supplier decision, quantity decision, time decision and payment method decision respectively.
(5) post-purchase behavior. My friend is a real estate agent. Every time the buyer and the seller sign a contract, I will call the buyer and the seller, saying that the purchase is really suitable, and it is late to start. While saying that it was a good deal, it sold 50 thousand yuan more than the average price. This is for fear of going back on our word after buying, and giving some encouraging information to support our original purchase decision.
In addition, we should also pay attention to the satisfaction of customers after purchase, the use of products, whether there is referral, vomiting and so on.
Four, other theories related to consumer decision-making
(1) Consumer participation.
(2) Jess's decision-making and prejudice.
(3) Psychological accounting.
(4) Studying the customer purchase decision-making process.
-the end.