How many six kinds of psychology do consumers know

Is the consumer really a fool? Sometimes silly forbid, sometimes fine disowned. Fool is the happiest people in the world, where there will be so many fools, but is a time of the IQ of sleep only, as to what period of sleep, it is entirely dependent on consumers out of what psychology. So we invented all kinds of marketing, and the essence of marketing is the psychological game with consumers. What psychological characteristics do consumers usually have?

1, a cheap cover hundred ugly

Nowadays, after the price of the hammer T1 the advertisement all over the subway, the elevator and so on, the sentiment starts to return to the sales demand, 3000 yuan's pricing strategy has declined.

In this era, not only mobile phones, in fact, the last line of consumer resistance of any class is price. Even, the mass consumer is to choose the product with the limit of price. So "a cheap cover hundred ugly" is the most basic Law. Because "a cheap cover hundred ugly", so ugly clothes will be someone to wear, and then a bad restaurant will also be someone to eat, and then wither the vegetables will be someone to buy home.

The world needs perfectionists, but it doesn't need that much. Any category has a suitable for high, medium and low three categories of people's "marketable price point." Try to control the cost to make the product pricing at a marketable price point, which will increase the experiential consumption probability of the new product listing.

Of course, the maintenance costs within a reasonable range, but also to make the core value of the product at the core of the pain point. There is a prominent differentiation advantage, the other level is mediocre. If there is no outstanding differentiation advantage, it is necessary to support the comprehensive performance with a variety of values. It is because of this contradiction, "small packaging", "fast fashion", "small batch", "Supply Chain", "pre-sale" and so on the concept began to blossom.

In the absence of Internet thinking, China's health wine is not a profitable brand, the use of reducing the price of the way to sell small wine is one of the strength of wine. Because the cost of experiential consumption is reduced, product sales come up, consumption habits, manufacturers and terminals have increased the right to speak, forming a virtuous circle. The sense of participation in the millet behind, but also proud of the low price. Therefore, when there is no market base of the product market, pricing factors than positioning strategy is more important.

2, beautiful and very

In this era of looking at the face, technical barriers are becoming weaker, product function assimilation, in the category of the core pain point is difficult to have a great breakthrough, product appearance (or interface) the importance of design more and more prominent.

A product from scratch, is from bone to semblance process, and products in the face of the market, for consumers, the first sight is semblance. If it is not pleasing to the eye, it is likely to be eliminated in the first round of the contrasting selection. In particular, many of the categories without functional differences.

The price is not expensive, looking at again pleasing to the eye, the consumer's inclusiveness will expand, if the category function is also not bad, that basic Qi live. However, in the wave of Internet thinking, to do the basic technology to the ultimate experience end of the compromise, is not an easy thing, really can "from outside to inside" to think, to carry out, it is more rare. And subversion is from this reverse thinking and behavior.

We are in ultra for consumer behavior observation, it is easy to find: Consumers choose Shampoo, such as daily necessities, in price, function, capacity similar to the case, most of them are good looking for the basis of choice.

3, the most important right now

There is a saying, called: "An emergency does not save the poor." This applies to products as well. Stare at the pain point of the anxious. Your product can meet the consumer pain point more urgent, consumers are anxious to buy. In this case, the consumer becomes simple and less picky, and asking for a lower nature can easily lead to sales.

"Now" is the most important time concept of Buddhism, the most important thing is the present (now refers to the next period, such as from the beginning of the development of the product to the product listing of the interval is now). To grasp the present is the truest. If the development of a product obsessed with the solution of future problems, it will be through long-term market cultivation, so that consumers pay attention to this problem, can pay attention to your products. It's a time-consuming and laborious affair.

The author has made a strategy for a female brand, more than 10 product function demand again according to the urgency of the logic of the order, the freckle wrinkle removal of this urgent need to solve the problem in the first place, whitening nourish placed in the secondary position. Although whitening is strong demand, but freckle wrinkle more urgent, whitening can wait, freckle wrinkle do not want to wait. The more urgent consumption resistance is weaker, the easier it is to promote sales.

4, difficult to leave practicality

"Forced lattice" this word in the Internet business era was held up to the altar, but the beginning of the JI thought: forcing the grid is no more than the atmosphere is not the spirit. In addition to individual categories, the vast majority of products have no practical value, "forcing lattice" is not the mainstream of high.

The core value of the product must be based on the practical basis (if the spiritual needs are the first, can meet the strong spiritual needs is also practical). Solving 100 marginal problems is better than solving a core problem.

There is one of the most obvious categories on this issue: women's clothing.

Some women's brands are also very large, but we rarely see anyone wearing them on the street. Because the design deviated from the practicality, the consumer buys back puts in the wardrobe inside, does not have the suitable occasion to wear, also does not have the suitable shoe bag to match, only is looks. Such brands can also have Guixing hundreds of millions of sales a year. But it's hard to compete with a more practical brand that will easily touch the ceiling.

5. The fear of all

The masses of consumers are blind letter, the pursuit of their own that little poor personality, in fact, there is no opinion, all tendencies are based on public opinion. The vast majority of people will comply with social opinion, the minority rebellious social opinion, very few of the public opinion.

Subversive industry, must lead the speech. People give up their appreciation for the common speech of society.

Guiding public opinion, advertising and public relations is equally important, especially in the era of online media-led social speech, we see that the brands on the altar have a strong PR strategy and implementation. The biggest difference between advertising and PR is that negative ads can have positive value, and negative PR can have negative value. In other words: advertising does not do well will not be the brand to die, even if the advertising reputation is worse, than the brain platinum, Heng more annoying, and PR do not make the brand die, even if the PR cost more strong.

The best word of mouth to make this is not wrong, but it is definitely not a good product can be done.

6, like watching lively

Less money and more business in the social marketing, watching the lively is the majority, the fun is the minority. Communication mainly depends on watching lively, sales mainly by the fun. We pursue the fun to pay, we must first let the fun of the crowd. Looks very complex, summed up is: first lively. The excitement creates more possibilities and increases the sense of participation.

There are many latitude, such as in a very lively industry, to join the very lively media, the marketing is very lively and so on.

If there is no special channel, the possibility of the sound of a large fortune is minimal. Loud marketing, from the lively touch of curiosity, triggering the spread of public praise on the line. Consumers ' resistance to familiar products also weakens.

Consumer psychology around behavior. The basic strategy of weakening consumer psychological defense is to find the marketable price point, pay attention to the design, solve the problem, do not give up the practicality, the advertisement public relations parallel, the marketing do lively. To do this 6 points, the consumer is "fool".