In today's market economy, I'm afraid no one will object to the truth that "consumers are always right", because a considerable number of consumers' consumption behavior belongs to rational consumption, not impulsive consumption, so their status is also improving day by day. In some areas of China, in some industries, there is even a phenomenon of "kneeling on the ground to serve", which makes consumers tend to be gods, which can also prove that businesses under the modern economic system are a little sad and helpless.
I remember a philosopher once said, "All changes come from the mind". Yes, all the major events in history come from the depths of human hearts. Therefore, consumers' consumption psychology has a far-reaching impact on the development of market economy. So how to grasp this kind of psychology and make it serve the market construction?
An indispensable market survey.
Some enterprises shake their heads when they talk about market research. They think it is a waste of money to collect some unnecessary information. With their experience, why waste people and money? It is better to use this part of the funds directly to give back to consumers. Indeed, market research can't bring 100% information, but enterprises need information in every link of market management, such as analysis, planning, implementation and control, the latest situation of consumers' psychological competitors, feedback and corresponding treatment, followed by the investigation of consumers' own situation, such as consumers' understanding of brand image concept, price grade and related services of a product. And this information is extremely important for grasping consumer psychology.
Second, perfect after-sales service.
Many enterprises believe that once consumers and enterprises have completed their consumption behavior, enterprises have completed their sales, and it is time to turn their attention to the next consumer. Actually, it is not. When consumers end a consumption behavior, they often consider whether to make a second consumption according to product quality and after-sales service. In the process of a child's growth, there are many examples of drinking a certain brand of milk powder, so whether the after-sales service is perfect or not determines whether the customer base will be lost. After all, maintaining the relationship with old customers is better than
1. Product quality survey.
Consumers may encounter some problems when using products, such as quality problems and functional problems, so the after-sales investigation of quality should bear the brunt.
2. Consumer satisfaction survey.
If there is no big problem with product quality, it is very important for enterprises to investigate customer satisfaction. Enhancing consumers' sense of being valued after consumption will positively affect their consumption psychology, thus strengthening customer loyalty and playing a more positive role in consumers' secondary consumption and word of mouth.
In addition, consumers' consumption psychology is inextricably linked with factors such as product quality, price, competitive relationship and brand. Therefore, effectively grasping consumers' consumption psychology plays an irreplaceable role in both the enterprise itself and the construction of a harmonious socialist market economy.