Receiving method

Salary class

Pursuing economy, convenience and practicality, 90% of consumers value price, 10% pursue fashion, conformity and pay attention to emotion.

When introducing goods, we should pay attention to the price, performance, effect, convenience and respect for others, use the methods of praise and comparison, attach importance to the use value or novelty of related gifts, and stimulate their decision-making power.

White collar layer

Pursuing quality, brand fame, being tired of fame, pursuing fashion, self-expression, feeling and impulse of self-realization, and paying attention to service skills and quality.

The products introduced include China well-known trademarks, national inspection exemption, company advertising popularity, advertising stars and so on. Praise gives consumers the psychology to enhance their own value. Such people pay attention to quality, fame and their own grades, but not to high prices. This kind of people don't pay much attention to the way of giving gifts, only pay attention to freshness and novelty, and most of them don't consider the practical value of their own gifts.

Family level

Pay attention to practicality, economy, convenience, strong habit, emotion and service quality.

When introducing goods, we should give priority to affordable large packages as far as possible, introduce them with affection and conformity psychology bought by someone nearby or neighbors, improve the quality with services, and stimulate them with related gifts. Consider the actual use value of relevant bonuses.

By analyzing the differences of different customers, we can better understand and grasp the customer's buying behavior and explore the service law.

First, the analysis of psychological differences among customers of different ages.

Facts show that there are great differences in purchasing psychology among customers of different ages.

1, the performance of elderly customers is:

(1) likes to buy things that are used to, and is often skeptical about new products;

(2) The buying habits are stable and not easily influenced by advertisements.

(3) I hope to buy it conveniently and comfortably.

(4) Be sensitive to the attitude of the clerk.

(5) Interested in health care products.

2. The performance of middle-aged customers is as follows:

(1) Most of them are rational purchases, so they are more confident.

(2) Pay attention to economy and practicality.

(3) I like to buy excellent products with high practical value.

(4) Interested in products that can improve family economic conditions and save housework time.

3. Young customers behave as follows:

(1) is sensitive to consumer fashion and likes to buy new and fashionable goods.

(2) obvious impulse to buy.

(3) The purchase motivation is easily influenced by external factors, regardless of the price factor.

(4) Become the first buyer of new products.

Second, the analysis of psychological differences between customers of different sexes.

1, male customers are as follows:

(1) The purchasing motivation is often passive.

(2) Purchases with purpose and rationality.

(3) the choice of goods is mainly based on quality and performance, regardless of price.

(4) I am confident and don't like the introduction of salesmen.

(5) I hope to complete the transaction quickly and lack patience with the queuing phenomenon.

2. Female customers are as follows:

(1) The purchase motivation is impulsive and flexible.

(2) The choice of goods is very meticulous.

(3) The purchasing psychology is unstable and easily influenced by external factors.

(4) The buying behavior is greatly influenced by emotion.

(5) Pay attention to appearance, quality and price when choosing goods.

Thirdly, the psychological differences of customers with different personalities are analyzed.

1, rational buyers are as follows:

(1) Buying decisions are based on goods and knowledge.

(2) I like to collect commodity information, think independently, and don't want others to intervene.

(3) Be good at comparison and choice, and don't rush to make a decision.

(4) quietly in the purchase process.

2. Impulsive buyers behave as follows:

(1) has a quick psychological reaction and is easily influenced by external stimuli.

(2) the purchase purpose is not obvious, and it is often purchased in a hurry.

(3) Choose goods by intuition and appearance impression.

(4) Be able to make a purchase decision quickly.

(5) like to buy new products

3. Emotional buyers are as follows:

(1) The purchase behavior is usually based on personal emotions and emotions, and there is no obvious purchase purpose.

(2) Rich imagination

(3) Emotional fluctuation in the purchase process

4. Habitual buyers behave as follows:

(1) Purchase according to past habits and experience.

(2) Not easily influenced by advertisements or other factors.

(3) The purchase is usually purposeful and the purchase process is rapid.

(4) indifference to new products

5. The suspicious buyers behave as follows:

(1) introverted, cautious in action, slow in response and keen in observation.

(2) Lack of self-confidence, lack of trust in sales staff, and doubts when buying.

(3) when buying goods, the action is slow, and it takes more time to repeatedly select.

(4) hesitating when buying, and going back on our word afterwards

6. The temporary buyer's behavior is as follows:

(1) lacks purchasing experience and is often at a loss in purchasing.

(2) Trust the sales staff, be willing to listen to their suggestions and hope to get help.

(3) Don't be too picky about the goods

Fourthly, the analysis of psychological differences among customers of different occupations.

Customers of different occupations also have huge differences in purchasing psychology, as follows:

1. Workers and farmers show that most of them like economical, durable and colorful goods.

2. Intellectuals are as follows: Most of them like products with elegant shape, elegant appearance and soft colors.

People in the literary and art circles said that most people like goods with beautiful shapes, unique styles and modern artistic beauty.

4. The performance of soldiers is as follows: buying things for others, or doing things according to the map, or asking a salesman for advice.

5. Students mainly buy cultural goods and souvenirs, and they are the main buyers of New Year cards, birthday cards and Christmas gifts, with strong purchasing psychology.

Analysis of several kinds of customer psychology;

1, conformity psychology

The herd mentality in consumption is universal, which is determined by women's own special requirements. The so-called "conformity" and "following the feelings" are the obvious manifestations of this psychology.

For example, when we were young, we heard the story of "Wolf coming". One man shouted "Wolf", and the second man also shouted "Wolf". Then, the third person and the fourth person both cried. In fact, it is not known whether the wolf really came.

For another example, if someone looks up at the sky in the street, it will attract several people, dozens or even hundreds of people to watch, but no one knows what he is looking at! From a psychological point of view, what most people are willing to do must be right! Following became their conscious choice.

Driven by this herd mentality, women who love beauty are unwilling to lag behind and blindly imitate others, so eyebrow tattoo fever, weight loss fever, aromatic SPA and so on are on fire.

2. The vanity of comparison.

From the perspective of gender psychology, women's vanity is generally stronger than men's, especially the vanity of comparison, which often affects people's normal emotions and dampens their enthusiasm for work and life.

But from the vanity psychological characteristics of comparison, it is also a comparison psychology, that is, an upward desire, hoping to make yourself more beautiful, younger and more attractive through beauty.

3. The psychology of small farmers who love to take advantage.

Influenced by thousands of years of traditional feudal ideas and determined by some consumption concepts in their own personality, it is difficult for most female customers to make some "big" consumption actions quickly in the aesthetic process.

In view of this group of people's mentality, shopping malls can make use of Christmas, New Year, Spring Festival, "March 8" Festival, "March 15" and other festivals to engage in some social welfare products promotion and charity sale activities. For example, a consumer card from 300 yuan is usually sent to 360 yuan, and a set of imported cosmetics 1200 yuan, at a discounted price of 680 yuan, etc. If the price is appropriately reduced, customers can benefit, shopping malls can be more crowded, and multi-dynamic and multi-grade passenger flow can be formed, which shows the maturity of market economy and the effective role of using price leverage to enliven supermarkets.

At the same time, we should see the small-scale peasant psychology of consumers. It mainly comes from the unity of opposites between the limited economic conditions and the unlimited demand, hoping to enjoy the best service at the most favorable price, or spend less money to consume more services. This is also the empathy of ordinary consumers.

4. Popular psychology of seeking novelty and difference.

From ancient times to the present, "popularity" has always been a research topic of general concern to sociologists and psychologists. If we carefully observe the relationship between "fashion" and people, its psychological state will be immediately displayed like a relief.

Popular curiosity psychology is a consumer psychology whose main purpose is to pursue novelty, strangeness, fashion and uniqueness of commodities and non-commodities, and its core is "fashion" and "fashion".

Customers with this kind of consumption psychology generally pay more attention to the comfort, scale and grade of shopping mall decoration, or the characteristics of products in terms of brand, quality, function, packaging, effect and service, and pursue comfort, economy and convenience.

They don't want to care about old and backward local brands, and their economic conditions are better. They are imaginative, eager for change, eager for beauty, quick to accept new things, and generally pay little attention to the value and price of goods. This kind of novelty-seeking and novelty-seeking consumer psychology mostly belongs to young women with better economic conditions and emotional (impulsive) consumers.

5, yearning for the comparison psychology of the upper class.

For example: beauty customers. These people have no social background and low education since childhood, and the party's reform policy has made them rich quickly. I started to patronize beauty salons. They are not people who do beauty or buy cosmetics because it is necessary, but are mostly driven by the comparison psychology of longing for the upper class and wanting to be a powerful wife.

For them, walking into a beauty salon is not necessarily just for consumption, but for interacting with people who have the ability to apply for gold and silver cards and enjoy high-end services. This is the customer we should catch, because they are the people who buy high-priced goods.

At the same time, they are very sensitive to the subtle changes of brand-name goods, which is also the general psychological state of these consumers.

The main purpose is to show their identity, status and prestige today. Some people with economic or social status are more common. The core of their motivation is "showing off" and "showing off".

In fact, this kind of person's psychology is very empty. The reason why she can spend high-grade money generously is precisely to make up for her psychological or emotional emptiness.

Because, beauticians must grasp this kind of people's comparison psychology, give them emotional care, and at the same time, consult them on high-end consumption in different places to improve their consumption level and quality.

6, the pursuit of spiritual satisfaction

In modern society, people not only want to pursue material enjoyment, but also attach great importance to spiritual "satisfaction". Therefore, in the process of service, we must not ignore the customer's "heart" problem. When many customers enter the shopping mall, what they really expect is not only the improvement of "their own actual use", but the spiritual carefree and psychological satisfaction brought by consumption. This is also the basic thing that promoters must give to consumers.

For example, Shiseido in Japan and Lancome in France have similar performance, and each set is cosmetics worth several thousand yuan. So, do customers choose Shiseido or Lancome? The biggest determinant should be the "psychological" factor mentioned above.

For example, the price of a Shiseido is more than 1000 yuan, and the price of Lancome is more than 3,000 yuan. Customers with high-end consumption levels often choose Lancome of 3,000 yuan. It seems that consumption at this price can find a balance between psychological self-worth and spiritual satisfaction.

7. The crisis psychology of youth has passed away.

Take female beauty as an example:

For women, 35-45 years old is a specific period of beauty-loving psychology. During this period, they are very concerned about the subtle changes in their appearance and form, and miss their lost youth very much. They often feel psychologically uneasy about their aging appearance, even sad and sad.

Especially when women of the same age, her husband's female classmates, colleagues and girlfriends are still young, or look younger than themselves, this sense of psychological crisis is even stronger, and even there is a feeling of low-paid work.

Therefore, they went into beauty salons for help, hoping to delay aging and shape "second youth" with the help of modern beauty products and superb plastic surgery techniques and means.

This part of customers in the beauty consumption, the in the mind is generally more urgent. This can be felt from her manner, tone and expression. For example, a customer came to ask how to delay aging, and the beautician introduced her to a care product that can "lift, tighten and smooth" eye wrinkles, and enthusiastically said, "This is a new French product that we just launched, which is completely different from the products you used before. It has a magical effect on delaying aging ... Don't believe you can try it first? "

This kind of psychological stimulation will definitely attract customers' attention. She would say, "Really? Is it really so good? " The expression on the customer's face may not be believed or refuted. Some people will smile hopefully and say softly, "Really? Great! "

Everyone in life, especially women, no matter what job they are engaged in, there is always an emotional line running through their lives. This may be affection, friendship, love, or ...

In short, the faster the pace of life, the more complicated the interpersonal relationship and the stronger the business atmosphere, the more people (especially those women who often walk into beauty salons) need emotional nourishment and spiritual comfort.

This requires our beauticians to give them not only physical and physical beauty, but also psychological beauty. There is a real feeling: walking into a beauty salon is like "returning to my parents' home".