(A) the psychological needs of customs
Due to different geographical climate, different races and nationalities, different religious beliefs, different history and culture, and different traditional concepts, consumers will have different psychological needs for customs. For example, in terms of housing, Mongolian herders in China are used to living in yurts, which are composed of a circular frame and an umbrella-shaped top frame, covered with thick felt around and at the top, and tied with wool ropes around. The climate in Yunnan Dai inhabited areas is warm and humid. Most Dai residents build two-story bamboo buildings, with things under them and people living on the second floor. For another example, taking washing your face as an example, people from the north and the south of China often wash their faces in different ways. When most northerners wash their faces, they first immerse their hands in water, wet their faces, then put on soap, then wash their faces with water in their hands, and finally dry them with towels. Southerners like to soak towels in water and wring them out before wiping their faces. Two different ways of washing face make southerners and northerners have different requirements on the thickness, softness and water absorption of towels. Northerners require towels to be thick and absorbent, while southerners emphasize that towels should be soft, moderate in size and easy to wring out. The above two examples are just general generalizations, aiming to show that marketing manufacturers should organize the production and sales of different commodities according to different sales areas, different consumption customs and different needs of consumers.
(B) synchronous psychological needs
When people live in society, it is inevitable that people will contact and compare with each other. Neighbors, colleagues, relatives and friends, consciously or unconsciously, have a certain comparison phenomenon, which is not necessarily healthy and reasonable, but it is an objective fact. Among consumers, there is usually a desire to cater to a certain fashion or to be consistent with most members of the group, which is called synchronous psychological demand in consumer behavior. In short, the consumption trend, ethos, consumption habits and psychology in a certain period and the mutual imitation among consumers are the reasons for this kind of psychology.
(C) superior psychological needs
Because they want others to praise and respect their payment ability, aesthetic ability and choice ability, they often have a superior psychological need to be unwilling to lag behind, be competitive and show their superior purchasing conditions and abilities. For example, in China, whether in urban or rural areas, there is a problem of high marriage cost, and there is a style of blind comparison regardless of "national conditions" and "family ties". There is also an upward trend. According to the survey, this expense is not only the pre-marital savings of both men and women, but also part of the money and loans accumulated by parents. "This kind of consumption is not my personal will" and "I have to follow the crowd for fear of jokes under the pressure of public opinion", which is the psychological words of many young people. This kind of psychology, on the one hand, is a manifestation of cultural backwardness, on the other hand, it also reflects the superior psychology of youth consumption.
(4) The psychological needs of beauty.
The pursuit of aesthetic feeling of commodities has been a common consumer demand since ancient times. With the continuous development of social production, consumers are increasingly eager for the beauty of goods. According to the survey of herdsmen in maduo county, Qinghai Province, many herders still live in tents that leak rain and eat rice cakes, but they are willing to spend 1 and 2000 yuan to buy valuable items such as otter skin, agate and coral to decorate their clothes. From this perspective, beauty is what people pursue, but we should try our best to guide this unreasonable consumption habit.
(E) Convenient psychological needs
When consumers buy daily consumer goods, they generally hope to get convenient and fast service, and also require that the goods are easy to carry, use and maintain. It is undoubtedly the requirement of the times to produce products that provide convenience for consumers. Nowadays, commodity design is turning to bring convenience and convenience to consumers. Some people think it is troublesome to tie a tie, so there is a "pull" and "hang"; Some people are too lazy to remember the key of aperture and speed, so they have a "fool" camera; Television can make people sit at home and watch the whole world, which is convenient enough, but even the simple task of changing the channel for you is thought of, so someone invented the remote control. Practice has proved that enterprises only have
Only by opening the door to convenience can we have both the present market and the future market.
(6) Psychological demand of price choice
The income of ordinary urban residents (consumers) mainly depends on monetary wage income, and their consumer goods all depend on purchase. For every family and individual's consumption structure, income level has the greatest influence. Whether the products provided by the production department can become the consumption content of families and individuals mainly depends on the income of consumers. Commodity price is the most important and sensitive factor in consumers' buying activities, and the psychological activities of consumers' buying activities are all related to price. Consumers always want to spend less money and get more material benefits, that is, goods are usually cheap and economical.
(7) the psychological needs of patronage
Due to the habit of long-term use or special affection for a store or a commodity, some consumers often choose a product from a certain place of origin, a certain trademark or a certain brand without thinking, or buy it from a trusted store for a long time. This is due to the psychological need of emotional and intellectual asylum.
(8) Novel psychological needs
For products with advanced and peculiar structure, novel style, novel decoration, or full of scientific interest and novelty, a sense of novelty will naturally arise. I hope I can try it myself to satisfy my freshness and novelty of consumer goods, thus increasing the interest of life.
(9) Psychological demand preference
Some consumers, influenced by habits, knowledge, professional characteristics, living environment and other factors, will pursue and prefer a certain commodity steadily and continuously. If someone has a special interest in stamp collecting, collecting and fishing, they will always pay attention to it and buy this kind of goods repeatedly.
(10) psychological needs of seeking a name
Brand-name goods are well-known and reputable goods, which have been tested by the market and recognized by consumers. Trust and pursuit of brand-name goods and loyalty to famous trademarks are a psychological demand of many consumers.
The above psychological needs constitute consumers' different purchase motives. The psychological needs of consumers are intertwined, and there may be several psychological needs, or they may have different priorities.
Need is the power that determines sales and consumption. Being familiar with and mastering consumers' psychological needs plays an important role in understanding social consumption phenomena, predicting consumption trends, carrying out elaborate commodity design and thoughtful sales service in commodity production and commodity management, and promoting marketing activities. Hualian Department Store, located on Nanjing East Road, opened a special exhibition hall with an area of 108 square meter in the clothing mall on the second floor. In this exhibition hall, clothes changed once a week are generally fashionable products one season in advance. Ask for directions and test consumers' preferences and needs. When the peak season comes, you can organize the supply of goods and do enough business. Based on this consumption trend forecast, the annual clothing sales of this clothing mall exceeded 654.38 billion yuan.
In addition, the psychological activities of people's needs will never stop, so the needs will never be met. It is very important for marketing to realize this, because the unsatisfied demand of consumers often exists. From the marketing point of view, the unsatisfied demand of consumers is the first step of marketing strategy. In the early 1980s, a footwear and headwear company in a certain place timely introduced a new female velvet hat, which was very popular in the market, and it was estimated that 200,000 hats were needed. However, the company sold 6.5438+0.5 million hats first, which caused a shortage of supply. As a result, 654.38+0.2 million hats were sold out. This example fully illustrates the role of studying consumer demand psychology in formulating marketing strategies.