有趣的消费心理

有趣的消费心理有趣的消费心理第1页5/14/2023ContentFacepsychology

GrouppsychologyBargainMentalityComparisonpsychology

PsychologyofshowoffCuriouspsychology有趣的消费心理第2页5/14/2023FacepsychologyChina'sconsumershaveverystrongfacecomplex,drivenbythefacepsychology,Chineseconsumptionwillsurpassevenfarmorethantheirabilitytopayorbuy.中国消费者有很强面子情结，在面子心理驱动下，中国人消费会超出甚至大大超出自己购置或者支付能力。Marketerscantakeadvantageoftheconsumers’facepsychology,tofindmarket,obtainpremiumandachievethesales.营销人员能够利用消费者这种面子心理，找到市场、获取溢价、达成销售。有趣的消费心理第3页Intheterminalsales,shopassistantsoftenthroughpraiseconsumersvisionareunique,andhowtomatchtheproductandconsumers,letconsumersfeeltheyhavethehonour,thusachievethesales.

终端销售中，店员往往经过称赞消费者眼光独到，而且产品怎样与消费者相配，让消费者感觉大有脸面，从而达成了销售。MELATONINuseChinesefacepsychologywhentheysendgifts,foundthemarketinthecityeventhecountryside.

脑白金就是利用了国人在送礼时面子心理，在城市甚至是广大农村找到了市场;

Facepsychology有趣的消费心理第4页5/14/2023FacepsychologyInthoseyears,

TCLinlaidpreciousstonesonthephone,obtainedthepositioninhigh-endmobilephonemarket,soastoobtainedhighprofits;

当年TCL凭借在手机上镶嵌宝石，在高端手机市场获取了一席之地，从而获取了高利润。

有趣的消费心理第5页5/14/2023有趣的消费心理第6页5/14/2023GrouppsychologyGrouppsychology

referstoaphenomenonthatindividual'sideasandbehaviorsduetothegroups’guidanceorpressure,andtendtobeconsistentwithmostpeople.Onmanypurchasedecisions,

consumerswillshowconformitytendency.从众心理指个人观念与行为因为受群体引导或压力，而趋向于与大多数人相一致现象。消费者在很多购置决议上，会表现出从众倾向。Inpracticalwork,wecanalsotaketheinitiativetotakeadvantageofpeople‘sherdmentality.

在实际工作中，咱们还能够主动利用大家从众心理.有趣的消费心理第7页5/14/2023GrouppsychologyWhenshopping,peopleliketogotoshopswherehavealotofpeople.Whenchoosingbrands,theyfavorthehighmarketshareofbrand;Whenchoosingtouristspots,theypreferchoosehotspotsandtourismhot-line.

购物时喜欢到人多商店;在品牌选择时,偏向那些市场拥有率高品牌;在选择旅游点时，偏向热点城市和热点线路。Incomputerstores,shopassistantsoftensaidtodaytheyhasalreadysoldalotofcomputersaccordingtosomekindofpriceandsomeconfiguration,soastospurconsumerstomakemarketingdecisionsassoonaspossible.

电脑卖场中，店员往往经过说某种价位以及某种配置今天已经卖出了好多套，从而促使消费者尽快做出销售决议有趣的消费心理第8页5/14/2023GrouppsychologyNow,inthesupermarket,clerksdeliberatelyleavesomespacewhentheydisplayproducts,thusgivestheimpressionoftheproductssellwell.

现在超市中，业务员在产品陈列时有意留有空位，从而给人以该产品畅销印象。有趣的消费心理第9页5/14/2023有趣的消费心理第10页5/14/2023BargainMentalityChineseoftenspeak"cheapandfine",infact,therealcheapandfinegoodsalmostdon'texist,justapsychologicalfeeling.中国人经常讲“物美价廉”，其实，真正物美价廉几乎是不存在，都是心理感觉物美价廉。Consumersnotonlywanttotakeadvantageof,alsohopemonopolize.

消费者不但想占廉价，还希望“独占”，这给商家有可乘之机有趣的消费心理第11页5/14/2023BargainMentality

Ladiesshoppingintheclothingmarket,underthethreatofcustomersdon'tbargaindon'tbuyit,Businessmenoftenmake"compromise":“Todaymyshophasjustopened,tofigureageely,sellittoyouaccordingtothepurchaseprice!"

女士在服装市场购物，在消费者不还价就不买威胁之下，商家经常做出“妥协”:“今天刚开张，图个吉利，按进货价卖给你算了!”

"Thisisthelastone,sellittoyouaccordingtotheclearanceprice!"

“这是最终一件，按清仓价卖给你!”

"Weareabouttogetoffwork,don'tearnapennytoselltoyou!"

“马上要下班了，一分钱不赚卖给你!”

有趣的消费心理第12页5/14/2023有趣的消费心理第13页5/14/2023PsychologyofshowoffConsumers’psychologyofshowoff,whenbuyinggoods,moreperformancefortheproductsonconsumers'psychologicalingredientsfarexceedtheitsusefulingredients.

消费者炫耀心理，在购置商品上，多表现为产品带给消费者心理成份远远超出实用成份。Thispsychology,inthecaseofChinaisnotrich,createdthehigh-endmarket.Atthesametime,Chineseusethiskindofpsychology,inthecaseofdomesticenterprises

generallackofcoretechnology,canhelptoobtainmarket,thispointisespeciallyapparentinthefashiongoods.

正是这种心理，在中国当前并不富裕情况下，创造了高端市场，同时利用炫耀心理，在我国企业普遍缺乏关键技术情况下，有利于获取市场，这一点在时尚商品上表现得尤为显著.有趣的消费心理第14页5/14/2023ComparisonpsychologyConsumers’comparisonpsychologyisacustomerbehaviorbasedontheconsumersoftheirownclass,identityandstatustochoosethesameclasspeopleasreference.

消费者攀比心理是基于消费者对自己所处阶层、身份以及地位认同，从而选择所在阶层人群为参考而表现出来消费行为。Comparedwithpsychologyofshowoff,thecomparisonpsychologyofconsumerscaresmoreabout"own

"-youhavesohaveI.

相比炫耀心理，消费者攀比心理更在意“拥有”——你有我也有。

有趣的消费心理第15页5/14/2023ComparisonpsychologyPsychologyofshowoffWomenlovehandbags,someverywealthyladiesinordertoshowofftheirstrongabilitytopay,oftenspendthousandsoreventensofthousandstobuytheworldfamousbrandhandbag.女士都钟爱手袋，一些非常有钱女士为了炫耀其极强支付能力，往往会买价值几千甚至上万世界名牌手袋。Whenbuyingcomputers,manystudentsoutofthepsychologythatsomestudentshavecomputers，alsocallsfortheirparentstobuycomputerforthem.在购置计算机时候，许多学生出于同学们都有心理，也要求父母为自己购置计算机。有趣的消费心理第16页5/14/2023有趣的消费心理第17页5/14/2023CuriouspsychologyEveryonehascuriosity,inthebusiness,businessmanskillfullyusethecuriosityofconsumers,usenovelanduniqueoriginalitytoattractconsumers'attentionandinterest,oftencanbringlucretomerchants.

好奇心人所共有，在经营中巧妙地利用消费者好奇心，用新奇独到创意引发消费者注意和兴趣，往往会给商家带来滚滚财源。Inday-to-daymanagement,retailmerchantsalsocanusereversethinking,anduseopportunelyconsumers'"curiouspsychology"toexpandsales.

在日常经营中，零售商户也能够试着利用逆向思维，巧用用户“好奇心理”扩充销路