As a businessman, the main research object is the buyer. Only by mastering the psychology of consumers can we promote their consumption according to their psychology, and we also have a certain understanding of their psychology, which can be roughly divided into five points. In order to facilitate how these five key nodes affect the consumption process, next, take a takeaway consumption as an example.

1) Demand is the driving force:

At noon 1 1 on weekdays, prepare some takeout, because you are hungry and have a need for food.

2) Category thinking:

Are you working hard? What to eat today? When it comes to this difficult life problem, there is no way to give an accurate answer. Instead, we must first narrow the scope of choice through some standards and conditions, simplify complex problems, and disassemble big problems into small ones.

Are you online? There is still PPT to do, and the meal time is tight? Under this restriction,? What to eat at noon? The question becomes? What can you eat to solve satiety quickly and simply? ,? Fast food? This choice is the best. The choice of what to eat is limited to fast food, but this category is still very large.

Because fast food is also divided into Chinese fast food, western fast food and creative simple meals. Due to personal preference (category subdivision and selection will be written here in subsequent articles, and this is just a process combing and explanation, which will not affect the whole), I set it directly? Western fast food? This category.

3) brand selection:

Because there is no time (most consumers don't want to spend it even if they have time), they can't stroll slowly and choose patiently, so they immediately think of McDonald's and KFC (the top brands of foreign fast food).

4) Price decision:

Even at this stage, I still have no choice. Because in a sub-category, the products of the head brand are actually similar in terms of products, let alone fast food. At this time, I saw that McDonald's was free of delivery fee today and had an advantage in price, so my lunch ended up at McDonald's.

5) Where did the cognitive starting point go?

In the whole process, it should be noted that eating can solve the hunger demand, which is a potential cognition of human beings (not necessarily to know). Because it is too basic, so in? Cognition? This link is easily overlooked, just as air is seen every day without being perceived.

If your product or service is not the basic demand of eating and drinking water, the first thing you should consider is the user's cognition. Sometimes, users don't buy your products, but simply don't know that such products can solve his problems. For example, when I order take-out, I default to a cognitive premise, that is, take-out is more efficient than in-house food, and fast food saves time than dinner.

Through the above five points, I believe everyone has their own ideas for consumers after reading it. Now people have different understandings of different human bodies, but Bian Xiao thinks that everyone has gained something.

Editor:

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