Keywords: consumer psychological demand marketing management
Psychology is a subject that studies people's psychology, consciousness and behavior, and how individuals as a whole relate to their surrounding natural and social environment. Its research object is people, who are the main body of marketing activities and one of the research objects of marketing. Because the research objects of psychology and marketing are similar, their relationship is very close, and the application of psychology runs through the whole process of marketing management.
It is generally believed that successful marketing depends on the quality, performance and price of products, the popularity and reputation of enterprises, and the advertising and marketing skills of marketers. However, it often ignores a potential and most important deep-seated factor-consumer psychology. Market research is often used to study the psychology of consumers. First of all, market research makes full use of psychological research methods. In market research, the commonly used methods, such as observation, experiment, questionnaire, in-depth interview and projection, are all psychological research methods. Secondly, in the analysis of consumer buying behavior, the cognitive theory and motivation theory of psychology are applied. By analyzing consumers' cognitive processes such as perception, attention, attitude, interest, experience and memory of products and services, as well as consumers' purchasing motives, this paper explains why consumers are willing to buy this product instead of other products. Successful marketing is generally to fully understand consumers' psychological needs and their influence on consumers' buying behavior through market research and analysis, so as to understand the sales market of products and carry out product design, packaging and sales.
Psychological needs of consumers
Psychology tells us that need is an inevitable requirement for human beings to maintain their lives and continue their races, and it is an inner state in which people feel some kind of deficiency in their lives and try their best to satisfy it. People sometimes have to make great efforts to meet their own needs and overcome various difficulties. It can be seen that need is a positive psychological phenomenon and the internal source of people's enthusiasm.
American psychologist Maslow (A? h？ Maslow) believes that all human behaviors are caused by needs, and needs are hierarchical. He divided human needs into five levels, from low to high, namely, physiological needs, security needs, love and belonging needs, respect needs and self-realization needs. Maslow believes that the above five needs are interrelated. Consumers at different levels have different requirements for goods. Therefore, only by understanding and mastering the characteristics of consumers' demand psychology can any enterprise be targeted, better meet the requirements of consumers and meet the different needs of consumers at different levels, so as to promote commodity sales and survive and develop in fierce competition.
The influence of consumers' psychological needs on their buying behavior
Consumers' buying behavior is generated by certain buying motives, and buying motives are generated by some unsatisfied needs, which include both physical needs and psychological needs. With the continuous improvement of people's living standard and demand level, the influence of psychological demand on purchasing motivation and behavior is more important than physiological demand. Just like Maslow's hierarchy of needs theory, after people's physical and safe material needs are met, it becomes more and more important to meet the spiritual needs of socialization, self-expression and self-expression.
At present, consumers' values on commodities have changed. They not only pay attention to the use value and exchange value of goods, but also pay more attention to the psychological enjoyment and spiritual satisfaction of buying goods. Nowadays, consumers pay more attention to personal satisfaction, spiritual pleasure, comfort and superiority through consumption. These characteristics show that people's buying behavior has changed greatly, and the buying hotspots have shifted. This is illustrated by the curiosity, novelty, fame and beauty of consumers when they buy goods.
Curiosity and novelty. Usually, people are always curious and fresh about new things and are easily attracted by them. Novelty commodity trading can make consumers have a strong interest and desire to buy, and new things can easily achieve a "preconceived" effect in people's minds, but they often feel accustomed to what they already have and don't pay too much attention to it. I'm afraid it's hard to change this kind of psychology of "liking the new and hating the old", but it is this kind of demand psychology that has become an important force to promote the progress of human society. Consumers with this kind of psychology advocate personalized and unique style. As an operator, it only meets the psychological needs of consumers, not violates them. This requires operators to have the courage to lead the market and the spirit of pursuing the first, rather than imitating behind the leaders, that is, business operators should have the spirit of innovation and the determination to "always strive for the first".
Psychology of seeking fame. With the increase of consumers' income, many high-income earners and fashionistas pursue, trust and even be loyal to famous brands when buying goods, while often dismissing other similar goods that are not famous brands. At the same time, they are often very sensitive to the brand of goods. Once the image of famous brands is damaged, they may give up buying such goods and buy other famous brands instead. The brand awareness of the new generation of consumers is strong, and the psychology of seeking fame is generally manifested in people's pursuit of brands such as automobiles, clothing, tobacco and alcohol. Once consumers have formed their cognition of a brand, they can meet their needs in self-image and social status from the brand, and at the same time, through empathy,