How to improve sales skills - Analysis of customer's consumer psychology
Consumption is a necessary condition for the survival and development of people, which is the act of consuming material information to meet the needs of people's material and cultural needs. Demand is the desire or demand of the people for a particular thing.
People's clothing consumption demand is divided into two aspects of physical and psychological needs. Physiological demand, also known as the instinctive demand or natural demand, is the human development process, in order to maintain life, to maintain the body's physiological balance and the formation of the demand. Such as wearing clothing in order to keep warm or to protect the body. And psychological needs in order to improve the material and spiritual life of the high-level requirements. It is affected by the restriction of the historical conditions and social system, national customs and, reflecting the social nature of man, as a result of the development of human society.
1 what are the characteristics of consumer demand
Consumption has a lot of characteristics, understanding these characteristics is conducive to understanding the consumer demand, it is possible to facilitate the purchase. Demand is the trend of clothing, social progress, economic prosperity and other factors, and constantly changing, although the consumer demand affected by a variety of factors, but it has a certain regularity and characteristics.
(1) driving when a need after initiation, a psychological tension and discomfort, this tension will become a driving force, driving people seeking to meet the goals and Countermeasures of the new demand, forcing people to engage in a variety of activities to buy, to meet this demand. This feature is most prominent in impulsive consumers.
(2) diversity due to the differences in the physical, psychological, economic, cultural, ethnic, customs, and other aspects of the consumer. Therefore, consumer demand is also different, even if it is the same clothing, different consumers have different requirements on their specifications, colors, quality and so on. With the continuous improvement of people's living standards, the aesthetic concept of consumers gradually to the personalized development, more requirements of the diversity of clothing market. The era of popular consumption by a single style is gone forever.
(3) selective people's needs are diverse, and the need for experience has been formed to enable consumers to choose the content of demand. Consumers will be based on their own consumer experience, personal hobbies, cultural training, economic income, etc., to re choose their own consumer demand. The selective enhancement of clothing merchandise also puts forward higher requirements for the professional quality of the garment shop assistant.
(4) fashion with the continuous development of society, the height of material civilization progress, so that consumer demand is constantly changing and updating. Clothing is a fashion commodity, it changes with the prevalence of. Consumers to buy clothing, first of all will consider its fashion. When the basic functionality is fully satisfied, the style of fashion or not will become the main factor in the purchase.
(5) continuous consumption demand of continuity, also known as periodic, infinity, and so on, is refers to the consumer demand will continue to "meet a repeated again and again to meet" the cycle to cycle state. People's needs are endless, because the needs of people's lives will never be completely satisfied, and thus to promote people to continue to carry out activities to meet it. Once the old needs are met, it will produce a more advanced demand, reaching the goal of the consumer will be to determine their own higher goals. The clerk observed by customers who dress quality, will consider whether to let the customer to change the new proposals put forward.
(6) the satisfaction of satisfying consumer demand is relative, and never satisfied is absolute. The satisfaction of demand is to meet the requirements of the requirements in a specific stage. The relative satisfaction of consumer demand depends on the level of consumer spending. People's consumption demand is accompanied by the development of society, the change of the economic situation, the improvement of the aesthetic idea and so on. This relative satisfaction has hindered the new consumer, clothing store all kinds of promotional activities is to hope that through the desire to stimulate and constantly pull.
(7) the formation and development of the development of consumer demand is closely related to the level of social productivity. The change of demand is changed with the improvement of social productivity and progress, the demand from lower level to higher level, from the material to the spirit, from simple to complex and constantly changing. Personalized consumption and consumption the inevitable tendency of the development needs, consumer content more rich, greater levels of change in the consumer demand, the higher level of demand, the stronger selective consumption, the more promote the individualization of consumer life. Demand is endless, unlimited development. Development also enables commercial competition to continue to upgrade.
(8) the target people's needs always include a certain content or some specific things, left the specific things and specific content, will not produce the demand. But for the specific needs, and has a very clear target. Consumer demand has a certain object, not imagined the demand object. Clothing store in order to meet the needs of the consumer, will try to help customers find the object of demand.
(9) competition in a certain period, there will be a variety of consumer demand, but only the most strong, the most urgent needs to be converted into motivation to become the main force of action. Therefore, there is a kind of competition between the various demands of the consumer, and the competition will be satisfied. For example, in the case of limited economic conditions, the purchase of clothing for a family, the elderly, children, wives, husbands will have a certain demand for competition, the result of competition is a kind of