5 Doors for shopping behavior

Perhaps these doors can pass, and may be closed at any time, let's see what these doors are.

5 Doors for shopping behavior

The first door is the cultural gate, is the so-called collective unconscious. A person from small to large life experience left him a cultural brand, this cultural brand is subconscious, such as Northerners like pasta, and Hunan people like Chili Peppers, many preferences unreasonable also no logic can speak, is a feeling. So people buy products will first look at the culture with their own brand is consistent, such as the main color, brand slogan, packaging design, product composition, etc. whether it is their own heart like, if not, this door must be closed.

The second door is the family door, is that some things to buy not only to consider their own preferences, but also to consider buying home after the family's opinions, such as parents ' views, wife's views, children's views, to consider their different needs and preferences. Therefore, the general personal consumer goods advertising appeal is aimed at individual tendencies, but the family durable goods advertising appeal is aimed at the whole guest, to consider the needs of different members of the family, of course, or buyers preference, but can not cause the family's special taboo and disgust, if there is a hard conflict, this door closed.

The third door is a friend of the door, is what you buy, around people will talk about, for example, is too extravagant or too low-grade, is too trendy or too old-fashioned, what kind of people around you, such as classmates, colleagues, relatives and so on, they may become your choice to consider one of the factors, at least not let them have to criticize.

The fourth door is a class door, China has gradually formed a social class or even called Class, is what class they belong to buy which class of goods. For example, the class will generally be divided into the upper, upper-middle and lower and lower classes, the four main categories, it is obvious that all sectors of concern and care about the factors are significantly different, may shopping venues are very different, if this product and your class inconsistent, this door is closed.

The fifth door is the self-image door, is the personal image you have long wanted to create, what you want to be in the eyes of others, this wish may only be clear to you, perhaps you do not know it is a feeling, a subconscious, but this door will really affect your judgment and purchase behavior, It may just be a little awkward, so close the door.

The production of Desire

Through these five doors, consumers come to the world of desire, people will begin to nervous. Before the various stages are still in the periphery, belong to the stage of wandering, people's brain did not enter the deep state, to this stage, the goal has been more focused, it will produce decision-making, this time people began to worry, have the desire, there is emotion, nervous. It's good to be aware of this tension, and the promoters are focused and working at this stage.

In the face of their favorite products, people's tension comes from want to occupy it, because like to occupy is people's greed, is the natural response; On the other hand, the tension comes from spending money, because it is also people like, to give up the likes of things will be anxious, this kind of love to continue to occupy the fear of losing the mentality is also greedy, Because the pros and cons are greedy, so the desire and anxiety and tension coexist is natural.

This stage is divided into four stages, knowing, feeling, meaning and line. Cognition may reach the action directly, the emotion may reach the action directly, or it will arrive at the action by the will, in short, the conclusion of the final action may pass through several stages.

Cognitive is the rational analysis of this product is my favorite, whether it is suitable for me, the price is right, the cost of the OK? Perhaps the problem has basically been solved in the previous stages, so many people are acting directly at this cognitive stage. Of course, some people will confirm with the promoter, of course, the promoter is to support the encouragement, "you can rest assured that this product you have used will be very satisfied, I am sure you will again to buy the", it is the kind of words, also completed the whole process.

Also some customers enter the emotional stage after the cognition, some people are very excited, feel this thing good ah, where the happy feeling, this time the promoter is waiting, don't interrupt him, don't rush him, perhaps he this sentiment will bring other harvest, such as to call friends to share and so on. Some people are anxious and not happy, feeling that this thing is good but reluctant to buy, this time the promoters can give some comfort and guidance. There are some people will be angry accusations of regret, such as their own before buy expensive buy wrong, accusing their family wrong, anger shopping malls services, is a kind of tense emotional performance, promotional staff as far as possible not to participate, he will soon calm down.

Many customers in the emotional vent after the purchase, because shopping is generally the best way to relieve stress and nervousness, many people can not stand the pressure of this tension, buy.

There are also some customers will enter the will stage, that is, emotional tension, indecision, will not firm, wavering, such people are often not decisive, difficult to make decisions, especially this kind of things like money also like the double conflict, it is even more difficult. The promoter should intervene in time to encourage him, in addition to continuing to emphasize the advantages of products, focus on the urgency, that is, this promotion will expire tomorrow, this promotion is once a year, if Miss will not have a chance, you see others just bought a few, create this sense of urgency to this kind of lack of willpower of the customer is generally useful, Let him establish his will and act as soon as possible.

Comparison and judgment

Consumers have desires, but they subconsciously compare and judge. Why is there a desire to compare judgments? It depends on what kind of goods it is.

General merchandise can be divided into three categories, the first category is the daily necessities of life, the value is relatively low; the second category is the purchase of goods, we must find the feeling through comparison; the third category is durable goods, relatively long time and high value. Generally speaking, the first kind of daily necessities more is a human impulse consumption of products, have the desire to buy directly, but for the purchase of goods, such as clothing, as well as durable goods, such as home appliances, desire is only the beginning of serious purchase, or to make comparisons and judgments.

Comparison and judgment is to put people from the right brain image thinking to pull to the left brain logical rational thinking, to re-examine and consider what kind of products to buy. People tend to walk away from the shelves of the favorite goods, to other brand shelves for research, but also to ease the tension and anxiety of their emotions, such a rational process can make people more relaxed.

The comparison of a variety of competitive brands, around, so that can make a more rational choice, but when the rational choice is completed, and then back to the real procurement time, and then back to the right brain channel, and finally came to purchase payment this step.