From elementary school, junior high school, high school to university and even work, everyone has dealt with papers. A thesis refers to an article that conducts research in various academic fields and describes the achievements of academic research. Do you know how to write a good paper? The following is my model essay on consumer behavior theory. Welcome to reading. I hope you will like it.
Consumers purposefully and consciously control and adjust their behavior in their purchase activities, and strive to eliminate the influence of various internal and external factors in order to achieve the established purchase purpose.
Content summary:
With the development of society, the income level of Chinese residents has been greatly improved at this stage, and consumer demand tends to be diversified, socialized, personalized and complicated. By analyzing consumers' purchasing psychology, we can effectively grasp and stimulate customers' purchasing psychology, successfully turn customers into customers, sell products to consumers and promote consumption. And by expounding what kind of strategies enterprises and salespeople use to promote products, in order to achieve the maximum consumption of products and customers. The birth of consumer discipline is the product of the interaction of psychology, consumer economics and other disciplines.
Key words:
Consumer psychological promotion strategy
Text:
The goal of consumers' behavior is to maximize utility under limited budget conditions. Utility is the degree of satisfaction consumers get from commodity consumption. Utilitarianism comes from people's desire, which is a subjective psychological feeling. The greater the satisfaction, the greater the utility; Low satisfaction and little utility. And the effect varies from person to person, from place to place and from time to time.
The definition of consumer behavior by foreign marketing associations is: "The dynamic process of perception, cognition, behavior and environmental factors is the behavioral basis for human beings to fulfill their trading ability in life." In China, consumer behavior is defined as: "Consumer behavior refers to a kind of thinking activity of consumers in the process of buying goods. Consumer behavior is complex and changeable. From purchase to consumption, consumers' psychological changes are generally divided into six stages, namely, cognitive stage, knowledge stage, evaluation stage, trust stage, action stage and experience stage.
The process of consumers buying products goes through the following three stages.
(1) Understand the process of the product. That is, the process of consumers' acceptance, analysis and understanding of product information. From a psychological point of view, this process includes consumer's psychological processes such as feeling, perception, memory, attention, imagination and thinking.
(2) the emotional process of the product. In real life, consumers' buying behavior is not all rational. be born
Management needs and social needs dominate, thus forming the emotional color of products. This attitude experience about whether the objective reality meets their own needs is the emotional process of consumers' purchasing psychology.
(3) The process from will to product. That is, consumers purposefully and consciously control and adjust their behavior in the purchase activities, and strive to eliminate the influence of various internal and external factors, so as to achieve the established purchase purpose.
These three processes are interdependent and promote each other, which can arouse people to carry out certain consumption activities. However, in terms of consumption motivation, interest, mood and will, it contains more elements of consumers' own needs.
The characteristics of consumer behavior emphasize three important meanings:
(1) Consumer behavior is dynamic, that is, individual consumers, consumer groups and the whole social environment are constantly changing with time. Consumer behavior will be influenced by a specific period, a specific product and a specific environment.
(2) Consumer behavior includes the interaction of perception, cognition, behavior and environmental factors. To study consumer behavior, we must understand consumers' perception, cognition and behavior, as well as the events and environmental factors that interact with them. It is one-sided to study these factors in isolation. In order to better understand consumer behavior, we must comprehensively study these factors.
(3) Consumer behavior includes transactions between people. Consumer behavior is the behavioral basis of trading function, which makes consumers
The definition of behavior is consistent with that of marketing.
Consumer psychology is also one of the important factors affecting consumer behavior.
1, Beauty Psychology
Consumers pay attention to the character and individuality of goods, emphasizing the artistic beauty of goods, rather than the use value. The core of starter is to pay attention to "decoration" and "beauty", not only to the price, performance, quality and service of goods,
But also pay attention to the physical value of commodity packaging, style, color and modeling.
Main consumers: young urban women.
2. Chasing for fame
When consumers buy goods, they pay special attention to the credibility and symbolic significance of the goods. Goods should be expensive and brands should be loud, so as to show their status and uniqueness, or to show off their extraordinary abilities. The core of their motivation is to "show off" and "show off" while having a sense of security and trust in famous brands and feeling that the quality is trustworthy. Smart businessmen are always good at using consumers' fame worship psychology to do business. First, strive to make your products a brand. The second is to use various celebrities to promote their products. Main consumers: urban young men and women.
3. Realistic psychology
When purchasing goods, consumers will not overemphasize beauty and pleasing to the eye, but pay attention to simplicity and durability, pay special attention to the price of goods, and like cheap or discounted goods. The core of its motivation is "practicality" and "material benefit".
Main consumers: housewives and low-income people.
4. Innovative psychology
Consumers pay special attention to the styles of goods and the current popular styles when purchasing goods, and pursue new trends. I don't really think about whether the goods are durable and the prices are reasonable. The core of this motivation is "fashion" and "strangeness".
Main consumers: teenagers and children.
5. Curiosity psychology
The psychological tendency, or curiosity, of consumers to care about and like new things and phenomena. Driven by curiosity, consumers all over the world like new consumer goods, pursuing new quality, new functions, new patterns and new styles, and pursuing new enjoyment, new fun and new excitement. Main consumers: teenagers and children.
6. herd mentality
Women are easily influenced by others when buying. If many people are snapping up a commodity, they are likely to join in the snapping up. Usually, I always pay attention to the clothes of people around me. Like to inquire about the information of other people's shopping products, resulting in imitation psychology and suggestion psychology. Women are easily persuaded by others and others say yes. She is likely to make up her mind to buy it. If others say it is not good, she is likely to give up. Major consumers: women.
7, the pursuit of spiritual satisfaction
In modern society, people not only want to pursue material enjoyment. Many people also value spiritual "satisfaction".
refer to
[1] Su Qin; Li Zhao; Cui; Chen Ting; ; Analysis and empirical study on influencing factors of online consumer behavior [J]; System engineering; 2007 02 issue
[2] Li Baoling; Li qi; ; Analysis of perceived risk of network consumers and its sources [J]: economic management; [3] hole in February 2007; Chen; ; The influence of consumer characteristics on their online shopping attitude and behavior intention [a]; Abstracts of the 12th National Conference on Psychology [c]; In 2009
[4] Gong Yiqing; A Study on the Decision-making Style of China Consumers Based on Online Shopping Situation [D]: Xiamen University; [5] Meng 2009; Thunder; ; The relationship between Internet users' shopping orientation, special Internet self-efficacy and online shopping [a]; Abstracts of the 12th National Conference on Psychology [c]; In 2009
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