The role of psychology in business

Customer value is the driving factor of satisfaction. Satisfaction is the evaluation of the customer's satisfaction with the value obtained. To improve satisfaction, it is necessary to find out the value interest point that customers are most concerned about, and then find out the attributes of the products or services provided by the enterprises corresponding to this value point. By improving products or services, customers' value perception and satisfaction can be increased. The product service attribute->; Customer value-> customer satisfaction-> customer loyalty

Consumer psychology is an important branch of psychology, which studies the psychological phenomena and behavior laws of consumers in consumption activities. Consumer psychology is a new discipline, whose purpose is to study the law of psychological activities and individual psychological characteristics in people's daily purchase behavior in the process of life consumption. Consumer psychology is an integral part of consumer economics. Studying consumer psychology can improve consumer benefits for consumers; For operators, it can improve operational efficiency.

Consumer psychology is one of many factors that affect consumers' consumption behavior, but not all of them.

Not all consumer psychology can be transformed into consumer behavior;

Not all consumer behaviors are caused by consumer psychology.

What desire is a personal problem can be studied by the method of consumer psychology; For example, why or how to demand the opposite sex;

How to choose 6W (when, where, by what means, etc. ) and 2H (what cost, etc. Satisfying desire is a problem of consumer behavior, which should be studied by "consumer behavior" based on cultural anthropology. For example, it is to meet the demand for the opposite sex by robbing marriage, or it is arranged by heaven, or it is ordered by parents, or it is free to fall in love;

"Consumer Behavior" believes that the factors that affect consumer behavior are:

Cultural factors (culture, subculture, social class);

Social factors (related groups, families, roles and status);

Personal factors (age, life cycle, occupation, economic environment, lifestyle, personality, self-concept);

Psychological factors (motivation, cognition, study, belief, attitude).

Consumer psychology is only a part of the factors that affect consumers' consumption behavior, not all.

The difference between the two is not dispensable;

A hair's breadth, a thousand miles away. In the history of marketing, the success or failure of most enterprises, promotion plans or planners' own judgments are often based on the differences between the two.

Correct promotion purpose: consumer behavior VS consumer psychology

It should be a pricing strategy.

The following is what I found on the internet, which is better than what I said, so I quoted it and there are cases.

Pricing strategy refers to the enterprise marketing tactics that enterprises adopt different pricing methods according to the influence degree of different changing factors on commodity prices in the market, formulate commodity prices suitable for market changes, and then realize pricing objectives.

(A) new product pricing strategy

The pricing of new products is a very important issue in marketing strategy. It is related to whether new products can enter the market smoothly, gain a firm foothold and obtain greater economic benefits. At present, there are three pricing strategies for new products at home and abroad, namely, fat pricing strategy, penetration pricing strategy and satisfaction pricing strategy.

1, adopt the fertilizer price strategy.

Skimming pricing strategy, also known as skimming pricing strategy, refers to a pricing strategy in which an enterprise takes advantage of consumers' psychology of seeking novelty and novelty during the investment period or growth period of the product life cycle, seizes the favorable opportunity when fierce competition has not yet appeared, and purposefully sets the price high, so as to obtain as much profit as possible in the short term and recover the investment as soon as possible. Its name comes from skimming milk fat from fresh milk, which means extracting essence.

Case 1:

How Kodak entered Japan?

In the early 1970s, the price of color film produced by Kodak was suddenly announced, which immediately attracted many consumers and crushed the counterparts in other countries. Kodak even monopolized 90% of the color film market. In the mid-1980s, the Japanese film market was monopolized by Fuji, and fujifilm overwhelmed Kodak film. In this regard, Kodak conducted a careful study and found that Japanese people generally tend to value quality rather than price, so they formulated a high-priced policy to promote brands and protect their reputation, and then implemented a strategy of competing with Fuji. They developed a trade joint venture in Japan to sell Kodak film at a price higher than Fuji L/2. After five years of hard work and competition, Kodak was finally accepted by the Japanese, entered the Japanese market, became an equal enterprise with Fuji, and its sales volume soared.

2. Penetration pricing strategy

Infiltration pricing strategy, also known as small profits but quick turnover strategy, refers to the enterprise's intention to set the price very low by taking advantage of consumers' consumption psychology in the early stage of product listing, so that new products can attract customers and occupy the market with the image of good quality and low price, so as to seek long-term stable profits.

3. Satisfied price strategy

Satisfied price strategy, also known as parity sales strategy, is a pricing strategy between fat pricing and penetration pricing. Because the pricing method of fat extraction is too high, it is unfavorable to consumers and easy to cause competition, which may be rejected by consumers and has certain risks; Infiltration pricing method is too low, which is beneficial to consumers, unfavorable to the initial income of enterprises and has a long payback period. If the strength of an enterprise is not strong, it will be unbearable. Satisfied price strategy adopts moderate price, which can basically satisfy both supply and demand sides.

(B) differential pricing strategy

The so-called differential pricing, also known as price discrimination, means that an enterprise sells a product or service at two or more prices that do not reflect the difference in the proportion of costs and expenses. There are four forms of differential pricing:

1, customer differential pricing

That is, enterprises sell the same products or services to different customers at different prices. For example, a car dealer sells a certain model of car to customer A at a target price, and at the same time sells the same model of car to customer B at a lower price. This kind of price discrimination shows that the customer's demand intensity and commodity knowledge are different.

2, product form differential pricing

That is, enterprises set different prices for different models or forms of products, but the difference between the prices of different models or types of products is not proportional to the difference between the costs.

3. Differential pricing of product parts

In other words, enterprises set different prices for products or services in different places, even if there is no difference in the cost of these products or services.

For example, although the cost of different seats is the same, the fare of different seats is different, because people have different preferences for different seats in the cinema.

4. Differential pricing of sales time

That is to say, enterprises set different prices for products or services in different seasons, different periods and even different time periods.

Case 1:

Mumma is famous for its non-overstocked goods in Italy, and one of its secrets is to price fashion in multiple stages. It is stipulated that new fashions will go on the market in three days, each set of fashions will be sold at a fixed price, and the price will be reduced every other round 10% of the original price, and so on. Then, after 10 round (one month), the fashion price of Ma Meng company will be reduced to only about 35% of the cost price. At this time, Mumma Company sells fashion at cost price. Because fashion has only been on the market for a month, the price has dropped to 1/3. Who hasn't come to buy it yet? So it's sold out. Ma Meng company finally settled down and made a profit? Bypass? Cheap? Diameter? Thank you? The acyl group is а 9? What's the matter with you? : Jia Qin suffers from donkey-leaning? Nona phlegm? Are you tired and tired of taking over the altar? What's the matter with you? What's the matter with you? Barium contrast 4 Su Xing Huai Yi? Is it small?

Case 2:

According to the regulations of Harbin washing machine shopping mall, the price of goods in the shopping mall will be reduced by 10% every hour from 9: 00 am. Especially during the lunch break and after work in the evening, the commodity prices have been greatly reduced, attracting a large number of office workers and consumers, which has brought about a good effect of greatly increasing sales without extending the business hours of shopping malls.

(C) Psychological pricing strategy

Psychological marketing pricing strategy is a strategy to formulate corresponding commodity prices according to different consumer psychology to meet the needs of different types of consumers. Psychological marketing pricing strategies generally include mantissa pricing, integer pricing, habit pricing, prestige pricing, solicitation pricing and minimum unit pricing.

1, mantissa pricing strategy

Mantissa pricing, also known as fractional pricing, refers to the fact that enterprises deliberately set a price that is different from the integer for the sake of consumers' honesty when pricing goods. This is a psychological pricing strategy with strong stimulating effect.

Case:

Psychologists' research shows that small differences in price mantissa can obviously affect consumers' buying behavior. It is generally believed that the last digit of goods under five yuan is 9, which is the most popular; The last digit of the goods above five yuan is 95, which has the best effect; /kloc-The last digits of goods with a price of more than 0/00 yuan are 98 and 99, which are the best sellers. The mantissa pricing method will give consumers a psychological feeling of the lowest price after accurate calculation; Sometimes it can also give consumers a feeling that the original price is discounted and the goods are cheap; At the same time, customers may find and buy other goods while waiting for change.

For example, a brand of 54cm color TV set costs 998 yuan, giving people a feeling of cheapness. I think you can buy a color TV for only a few hundred dollars, but it's only 2 yuan less than 1000. The mantissa pricing strategy also gives people a feeling of accurate pricing and trustworthiness.

Mantissa pricing method often uses odd numbers as mantissas in Europe, America and China, such as 0.99 and 9.95. This is mainly because consumers have a soft spot for odd numbers, and it is easy to produce a concept of low prices. However, due to the homophonic sound of 8, the adoption rate of 8 in pricing is also high.

2. Integer pricing strategy

Integer pricing, contrary to mantissa pricing, is aimed at the psychology of consumers seeking fame and profit, and deliberately sets commodity prices as integers. Because of the same type of products, there are many producers and different colors and varieties, in many transactions, consumers often can only use price as an indicator to judge the quality and performance of products. At the same time, among many mantissa-priced goods, integers can give people a convenient and concise impression.

3. Habitual pricing strategy

Some commodities need to be purchased repeatedly, so the prices of such commodities have been fixed in consumers' minds and become customary prices.

Many commodities, especially the daily necessities of family life, have formed established prices in the market. When consumers are used to consuming this commodity, they are only willing to pay such a big price, such as buying a bar of soap and a bottle of detergent. The pricing of these goods should generally be determined according to habits, and the prices should not be changed casually, so as not to cause customers' disgust. People who are good at determining product prices according to this habit often benefit a lot.

4. Prestige pricing strategy

This is the further development of integer pricing strategy. Consumers generally have the psychology of seeking fame. According to this psychological behavior, enterprises set the price of prestige goods higher than that of similar goods in the market, which is the prestige pricing strategy. It can effectively eliminate the psychological barriers to purchase, so that customers can form a sense of trust and security in goods or retailers, and customers can also gain a sense of honor from it.

Case:

When Microsoft Windows98 (Chinese version) entered the China market, it was priced at 1998 yuan from the beginning, which was a typical prestige pricing. In addition, suits, dresses, ties and other commodities used in formal occasions should be priced by prestige, and the service targets are professional consumers such as business presidents, famous lawyers and diplomats. Otherwise, these consumers will not buy them.

Prestige pricing often adopts integer pricing method, and its high price can make customers generate a point? Quot feeling, so as to get spiritual enjoyment in the purchase process and achieve good results.

Case:

For example, as soon as Goldlion ties are listed, they are positioned at high quality and good price. For Goldlion ties with quality problems, they will never go on sale, nor will they be reduced in price. Give consumers this information, that is, Goldlion ties will never have quality problems, and Goldlion sold at a low price is by no means a real Goldlion product. Thus, the image and status of Goldlion are well maintained.

For example, Mercedes-Benz in Germany, 200,000 marks; Swiss lux watch, the price is five digits; Clothing in the Rio Fashion Center in Paris generally costs 2000 francs; This pricing method is also adopted by some domestic fine products. Of course, we must be cautious in adopting this pricing method. If ordinary shops and commodities abuse this method, they will lose the market if they do not do well.

5. Attractive pricing strategy

Solicitation pricing, also known as special price pricing, is a pricing method that deliberately lowers the prices of a few commodities to attract customers. Commodity prices are set below the market price, which can generally attract consumers' attention and suit consumers' psychology of seeking honesty.

Case 1:

There is a Tiantian Mall in the Beijing subway, and a one-yuan auction will be held on holidays. All the goods in the auction will start at 1 yuan, and the price will be increased by 5 yuan every time, until the final decision is made. However, because the reserve price of this auction held by Tiantian Mall is set too low, the final transaction price is far lower than the market price, so it will give people a feeling that the more you sell, the more you lose. Don't you know, this shopping mall adopts the method of soliciting pricing, enlivens the atmosphere of the shopping mall with low-price auction, increases the passenger flow and drives the sales of the whole shopping mall to rise. What needs to be explained here is that the price-reduced goods selected by this method must be what customers need, and the market price is well known.

Case 2:

When a Japanese creative drugstore sold a bottle of tonic made in 200 yuan at an ultra-low price in 80 yuan, a large number of people rushed into the store every day to snap up the tonic, which should have been a loss, but the financial accounts showed that the surplus increased sharply month by month, because no one came to the store to buy only one medicine. When people see that tonics are cheap, they will think that other drugs must be cheap, leading to blind purchase.

When adopting the inquiry pricing strategy, we must pay attention to the following points:

(1) The goods with reduced prices should be commonly used by consumers, and it is best to suit every household application, otherwise it will be unattractive.

(2) There should be more varieties of goods priced by touting, so that customers have more choices and buying opportunities.

(3) The price reduction of commodities should be large, which should generally be close to or lower than the cost. Only in this way can consumers' attention and interest be aroused and their purchasing motivation be stimulated.

(4) The quantity of products at reduced prices should be appropriate. Too many stores lose too much, and too few stores are easy to arouse consumers' disgust.

(5) Products with reduced prices should be clearly distinguished from products with reduced prices due to disability.

6. Minimum unit pricing strategy

The lowest pricing strategy refers to the enterprise packaging the same commodity in different quantities, setting the base price with the minimum number of packaging units, and collecting money with reference to the base price and purchase quantity of the minimum packaging units when selling. Generally speaking, the smaller the package, the higher the price of the actual unit quantity of goods, and the larger the package, the lower the price of the actual unit quantity of goods.

Case:

For high-quality tea, this pricing method can be adopted. If a certain tea is priced at 150 yuan per 500g, consumers will think the price is too high and give up buying. If we lower the pricing unit and adopt the pricing method of 50g 15 yuan, consumers will feel that they can buy it and try it. If this kind of tea is priced at 125g, it will be too troublesome for consumers to convert how much they should spend per 500g, so it is impossible to compare the price of this kind of tea.

The advantages of the minimum unit pricing strategy are obvious:

First, it can meet the different needs of consumers on different occasions, such as small packaged foods and small packaged drinks that are easy to carry;

The second is to take advantage of consumers' psychological illusion, because the price of small packages is easy for consumers to mistakenly think that it is very cheap, but in real life, consumers are difficult and unwilling to convert the price of goods into actual weight units or quantity units.

(D) discount pricing strategy

Discount marketing pricing strategy is a strategy to win customers by reducing some prices, which is widely used in real life. Discount pricing method is a sales method to win customers' purchase by reducing prices or discounts.

Case 1:

Meijia suit shop in Ginza, Tokyo, Japan sells goods at a discount, which is quite successful. The specific methods are as follows: first, make an announcement to introduce the quality and performance of a commodity, then announce the sales date and the specific discount date, and finally explain the discount method: 10% off on the first day, 20% off on the second day, 30% off on the third and fourth days, 60% off on the fifth and sixth days, and so on, and 10% off on the fifteenth and sixteenth days. The actual result of this sales method is that customers gradually increase on the first day, the second day, the third day and the fourth day. On the fifth and sixth days, when there is a 60% discount, customers flock to the counter like a flood. It was full in a few days, and the goods were sold out before the 10% discount date. This is a successful discount pricing strategy. The trick is to accurately grasp the customer's purchasing psychology and effectively use the discount sales method to sell. Of course, people want to buy good quality and cheap goods, and it is best to buy goods that are sold at a 20% or 10% discount, but who can guarantee that you will have them when you want to buy them? So there was a scene where customers hesitated a few days ago, snapped up in the middle of the day, and felt sorry that they could not buy it in the last few days.

Case 2:

Wal-Mart can develop rapidly not only because of its correct strategic positioning, but also because of its original discount sales strategy. Every Wal-Mart supermarket has a big slogan "Cheap every day". The same product is cheaper in Wal-Mart than in other stores. Wal-Mart advocates the business philosophy of low cost, low cost structure and low price, and advocates that it is their goal to give more benefits to consumers and save every dollar for customers. Wal-Mart's profit is usually around 30%, while the profit margin of other retailers such as Kmart is around 45%. The company holds a manager meeting every Saturday morning. If a branch reports that a product is lower than Wal-Mart in other stores, it can immediately decide that it is healthy. Low price and reliable quality are one of Wal-Mart's competitive advantages, attracting crowds of customers.

1, quantity discount strategy

The quantity discount strategy is a pricing method that gives different discounts according to the quantity of goods purchased by agents, middlemen or customers. The larger the quantity, the more discount. Its essence is to distribute some of the savings in sales expenses to buyers in the form of price discounts. The purpose is to encourage and attract customers to buy the products of this enterprise for a long time, in large quantities or in concentration. Quantity discount can be divided into cumulative quantity discount and non-cumulative quantity discount.

(1) Cumulative quantity discount

Cumulative quantity discount refers to the discount given by agents, middlemen or customers when the total purchase amount reaches the discount standard within the specified time. Cumulative quantity discount pricing method can encourage buyers to buy their products frequently and become reliable long-term customers of enterprises; Based on this, enterprises can grasp the sales law of products, predict market demand and arrange production reasonably; Dealers can also guarantee the supply of goods.

When using the cumulative quantity discount pricing method, we should pay attention to the influence of buyers on the production of enterprises in order to obtain a higher discount rate in a short time.

(2) Non-cumulative quantity discount

Non-cumulative quantity discount is a pricing method based only on the quantity of products purchased each time instead of cumulative discount. Its purpose is to encourage customers to buy in large quantities and save labor costs in sales.

Cumulative quantity discount and non-cumulative quantity discount can be used separately or in combination.

2. Cash discount strategy

Cash discount strategy, also known as payment term discount strategy, is a preferential strategy developed under the specific conditions of credit purchase, that is, different discounts are given to customers who pay on the agreed date. Cash discount is essentially a disguised way to reduce prices, sell on credit and encourage early payment. If the payment term is one month, the cash discount will be 5% immediately, 3% within 10 days, 2% within 20 days, and there will be no discount for payment within the last ten days. Some retail enterprises often use this discount to save money and expand their business, so that sellers can recover funds in time and expand their business.

3. Trading discount strategy

Transaction discount strategy is different discounts given by enterprises according to the different roles of various middlemen in marketing, which is also called commercial discount or functional discount. The purpose of adopting strategies is to expand production and strive for more profits, or to occupy a broader market and use middlemen to promote products. The amount of trading discount varies with different industries and products; In the same industry and product, it depends on how much commercial responsibility the middlemen bear. If middlemen provide transportation, promotion, financing and other functions, give more preferential treatment; Otherwise, the discount will decrease with the decrease of functions. Generally speaking, the discount for wholesalers is large and that for retailers is small.

4. Seasonal discount strategy

Seasonal discount strategy refers to the discount given by companies and enterprises that produce seasonal goods to buyers who come to purchase in the off-season. The purpose of seasonal discount is to encourage buyers to purchase goods in advance or off-season to reduce the storage pressure of enterprises. Reasonable arrangement of production, so that the off-season is not weak, give full play to production capacity. Seasonal discount is essentially the specific application of seasonal price difference.

5. Promote concession strategy.

Promotion discount is a kind of subsidy or price reduction discount given by production enterprises to middlemen to actively carry out promotion activities, also known as promotion allowance. Middlemen are widely distributed, influential and familiar with the local market, so enterprises often use them to carry out various promotional activities, such as publishing local advertisements and arranging special windows. For the promotion expenses of middlemen, manufacturers will generally subsidize or supply at reduced prices as compensation.

6. Freight preferential strategy

Freight concession means that manufacturers make concessions to customers in distant markets in order to expand the sales scope of products to make up for part or all of their freight. Enterprises generally adopt the strategy of preferential freight rates for distant markets.

(E) Regional pricing strategy

Generally speaking, the products of an enterprise are not only sold to local customers, but also to foreign customers. It takes a certain freight to sell to foreign customers and transport the products from the place of origin to the customer's place. The so-called regional pricing strategy means that enterprises have to decide whether to set different prices or the same price for a product sold to customers in different regions (including local and foreign regions). In other words, enterprises have to decide whether to formulate regional price differences. The forms of regional pricing are:

1, FOB origin pricing

FOB origin pricing means that customers (both parties) buy a certain product at ex-factory price, and the enterprise (seller) is only responsible for transporting this product to a certain means of transportation (such as trucks, trains, ships, planes, etc.). ) delivery at the place of origin. After delivery, all risks and expenses from the place of origin to the destination shall be borne by the customer. If the price is set according to the delivery of a means of transport at the place of origin, it is very reasonable for each customer to bear the freight from the place of origin to the destination. But such pricing also has disadvantages for enterprises, that is, customers who are far away may not want to buy the products of this enterprise, but buy the products of nearby enterprises.

2. Unified delivery pricing

This form is just the opposite of the former. The so-called unified delivery pricing means that enterprises price a product sold to customers in different regions according to the same ex-factory price plus the same freight (calculated by average freight), that is to say, customers in different regions of the country, regardless of distance, are priced at the same price. Therefore, this kind of pricing is also called postage pricing (at present, China also adopts unified delivery pricing for postage, for example, the postage of ordinary mail is in 0.5 yuan, regardless of the distance between the sender and the recipient).

Case:

At the beginning of this century, cloth socks were popular in Japan, and Shiqiao specialized in the production and distribution of cloth socks. At that time, due to the different sizes, fabrics and colors, there were more than 100 kinds of socks, and the price was the same, so it was very inconvenient to buy and sell. Once, Shiqiao took a tram and found that the fare was 0.05 yen regardless of the distance. From this, he was inspired that if socks were sold at the same price, they would definitely be expensive. However, when he tried this method, all his colleagues laughed at him. I believe that if the price is the same, big socks will be bought and small socks will be unsalable, so Shiqiao will undoubtedly lose money. But Shiqiao has a well-thought-out plan and insists on unified pricing. Because unified pricing is convenient for buyers and sellers, it is well received by customers, and the sales volume of cloth socks has reached an unprecedented volume.

3. Partition pricing

This form is somewhere between the first two. The so-called zoning pricing means that enterprises divide the whole country (or some regions) into several price regions and set different regional prices for a product sold to customers in different price regions. In the price area far away from the enterprise, the price is set higher; In the price area close to the enterprise, the price is set lower. Execute a price within each price range. There are also problems when enterprises adopt zoning pricing:

(1) In the same price area, some customers are close to the enterprise and some customers are far away from the enterprise, the former is not cost-effective;

(2) Customers on both sides of two adjacent price boundaries are not far apart, but they want to buy the same product at different prices.

4. Basis point pricing

That is, enterprises select some cities as the focus, and then price them according to a certain ex-factory price plus the freight from the base city to the customer's location (no matter which city the products are actually shipped from). In order to improve the flexibility, some companies choose multiple cities with base points and calculate the freight according to the customer's nearest base point.

5. The freight is free.

Some enterprises bear all or part of the actual freight because they are eager to do business with certain regions. These manufacturers believe that if the business expands, the average cost will be reduced, which is enough to pay for these expenses. Free pricing of freight can enable enterprises to deepen market penetration and gain a firm foothold in the increasingly competitive market.

(VI) Step pricing strategy

The so-called hierarchical pricing refers to hierarchical pricing. Two situations need to be emphasized here: one is to consciously set different prices for goods with little difference in value or the same model but slightly different quality.