Store consumers are the main body of store consumption activities. Therefore, store managers must understand their consumption motivation and psychology, which will help stores grasp the overall consumption decisions of store consumers, and design and provide store products that meet the needs based on the consumption psychology of store consumers.
1. The desire for fairness
The pursuit of fairness is a universal psychological need of people in modern society and also the result of the development of social civilization.
Modern store service reflects the development of social civilization.
The concept of privilege and hierarchy are not feasible in store service.
A consumer in a store will feel fair and comfortable if his service in a store is in line with the service he pays, or if the ratio of the service he receives to his expense is in line with the ratio of the service he receives to the expense of others.
Otherwise, he will feel unfair, which will lead to dissatisfaction, anger and even complaints, and even resort to mass media, which will bring huge reputation and economic loss to the store.
Because fairness will bring human dignity to store consumers. If store consumers feel that they have been treated unfairly, for them, it is not just a question of money, but also that their personal dignity has been hurt.
2. A balanced mind
People sometimes seek a balance between simplicity and complexity, between familiarity and novelty, between stability and change, which is called "balance mind".
The "balance mentality" of store consumers is manifested in two aspects: one is to correct the imbalance in daily life through store consumption; the other is to maintain the necessary balance in the process of store consumption.
(1) Store consumers use store consumption to correct the imbalance in their daily life.
For the vast majority of people, there are too many familiar things in daily life and too few new things, so they need to leave their habitual place.
Get exposed to lots of new things to correct imbalances in your daily life.
For example, many people who are busy with their work would like to live in the surrounding city for two days at weekends or when they have spare time to relax themselves and recover their physical strength.
Of course, the opposite is also true. Some people have jobs that make their lives too complicated.
So instead of "complexity," they need "singleness" to restore balance.
Some people may only think of a quiet place to live for a few days, or they may be content with just a few days in a hotel where they can leave work behind.
Some people need to go to a restaurant for a change of taste, while others need to go to a shopping mall.
At this point, the store operator should find a way to make these "helpful people" become the store product buyers.
(2) Store consumers should maintain a necessary balance in store consumption.
Novelty is certainly attractive, but it is not that the more novelty the better, nor is it that the more novelty the better. Beyond a certain limit, "attraction" turns into "repulsion".
Therefore, while the store attracts the store consumers with many novel things, it should also provide some familiar things to the store consumers, so as to ensure the psychological balance of the store consumers in receiving the store services.
3. The psychology of enjoyment
Store consumers are consumers who come to the store to "buy convenience" and "buy enjoyment", and they are the objects of service.
Because store consumers come to the store to "spend money to buy services", so, as a store staff, we must remember "store consumers are the objects of services".
In addition to "buying convenience" in the store, the store consumers often spend money to buy enjoyment, or more often, to buy enjoyment.
Enjoyment, of course, includes not only material enjoyment, but also spiritual enjoyment, and an important part of spiritual enjoyment is the experience of relaxed interpersonal communication.
In this sense, "service is communication".
In fact, we can also say "communication is a service", because the store staff can let the store consumers experience a relaxed and pleasant interpersonal communication, in other words, let the store consumers get a valuable "spiritual enjoyment".
As a store staff, to play the role of "service provider", we should remember: "Store consumers are my service target;
Providing service to store customers is all I can do in my customer interaction!"
4. The desire for liberation
Modern store consumers generally have the psychology of "seeking relief" in store consumption.
"Seeking relief" is to get rid of the mental tension in daily life in the store consumption.
People have the psychological tendency of "avoiding harm", when "avoiding harm" is not spared, there will be the psychological tendency of "seeking relief".
Store consumers do "psychological subtraction" in store consumption, that is, "seek relief".
5. The psychology of compensation
In the store consumption, although people may not be willing to speak frankly, or even realize what kind of needs they are entering the store to meet, it can be concluded that modern store consumers not only generally have the mentality of "seeking relief", but also have the mentality of "seeking compensation".
'Compensation' refers to the desire to gain freshness, intimacy and pride that are lacking in everyday life in the store.
People have the psychological tendency of "seeking satisfaction", and if the "seeking satisfaction" fails to get the satisfaction it deserves, there will be the psychological tendency of "seeking compensation", which is actually the "psychological addition" done by door shop consumers in the store consumption.
For example, if someone has a very monotonous job and does the same thing in cycles every day, his life lacks freshness, intimacy and pride. It is natural for him to seek to fill this spiritual gap in the store consumption.
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