Customer Purchasing Psychology In Clothing Marketing Psychology

Have a thorough understanding of customers' purchasing psychology. As the saying goes, "know your enemy, know your enemy, and fight for all battles". clothing In the process of visiting customers, salesmen must have a clear understanding of customers' purchasing psychology, because fully understanding and mastering the purchasing psychology of customers is an important factor contributing to sales. Generally speaking, customers generally have the following purchasing psychology:

　 I. profit seeking psychology

This is a purchase mentality of "spending less money and doing more", and its core is "cheap". When customers are interested in choosing products, they often compare the price discrepancy between similar products, and prefer to buy discounted or processed products. Customers with this purchase mentality are more likely to have lower income. Of course, there are also high income thrifty customers who like to budget carefully and spend as little as possible. Some customers want to get more benefits from the products they buy, and are satisfied with the color and quality of the products, but they can't put their hands to it. But because the price is more expensive, they can't bargain at the moment.

For example, customers always want to make sales staff discounted and get psychological satisfaction, so many salesmen deliberately raise prices, and then let customers bargain, so that customers feel cheap.

Two, realistic psychology

Realistic psychology is a common purchase psychology of customers. When buying products, they first require the product to have practical use value and practical. Customers with this purchase mentality pay special attention to the quality and utility of the product when they choose to buy products, pursues simplicity and generosity, and is durable. Instead of overemphasizing the novelty, beauty, color, line and personality characteristics of the product.

　　 Three, seeking new psychology

Yes, we have Clothes & Accessories Customers purchase products to pay attention to "fashionable" and "strange", so as to catch up with the trend. In cities with better economic conditions, such customers are more common among young men and women.

Four, the psychology of seeking fame

This is a purchase mentality based on a display of their status and prestige. They buy famous brands to show off themselves. Customers with this purchase mentality are common in all walks of life, especially in modern society. Because of the influence of famous brand, choosing famous brands for clothing, food, shelter and housing not only improves the quality of life, but also reflects the social status of a person.

Five, seeking beauty psychology

Everyone loves beauty. Customers who seek beauty are fond of pursuing the artistic value and appreciation value of products. They are mainly middle-aged and young women and people in the literary and art circles, and are also more common among customers in economically developed countries. When choosing products, they pay special attention to the beauty and color of the products themselves, pay attention to the beautifying effect of products on the human body, and decorate the environment, so as to achieve the purpose of artistic appreciation and spiritual enjoyment.

Six. Authority psychology

Nowadays, many TV advertisements and newspaper advertisements will invite celebrities to speak for others. The reason is that people praise highly of authority, which leads consumers to introduce products to the authorities without reason, and achieve sales of products. For such customers, if there are celebrity endorsements, the salesperson can tell the customer who the product is endorsed by the celebrity.

　 Seven, face psychology

Many customers are good face, sometimes buy products and never start from real needs, but more consider buying things, in front of relatives and friends have a face, under this kind of purchase psychology drive, customers' consumption will exceed or far exceed their purchasing power. During the visit, salesmen should praise the customers' unique vision, how to match their products with customers, and so on, so that customers can feel face and fully meet the customers' face psychology, so as to achieve the purpose of sales. For some valuable customers, we should give more care to them, and let them feel valued in their hearts.

Eight, psychological price

Customers have a "psychological price" for the products they buy. If they are higher than the "psychological price", customers will feel expensive and unbearable, so salespeople sometimes need to understand the target customers' consumption level and psychological price, which will help you design the appropriate product price and speed up the sale of products when designing the proposal. To determine the customer's psychological price, we can analyze the budget level of the purchase product through the questionnaire method or the observation method according to the customer's disposable income.

　 Nine. Preference psychology

This is a purchase mentality to satisfy personal special interests and interests. Customers who have a preference for buying psychology prefer to buy a certain type of product. For example, some people like flowers, some like stamp collecting, others like photography, some people like calligraphy and painting, and so on. This preference is often related to a certain profession, knowledge and interest in life. Therefore, the preference for buying psychology is often more rational, directivity is also more clear, with the characteristics of regular and continuous.

Ten, imitating psychology

This is a crowd buying mentality. Its core is "not backward" or "better than others". They are very sensitive to the social atmosphere and the surrounding environment. They always want to follow the trend. Customers who purchase this kind of purchase are often not for urgent needs, but for catching up with others and seeking psychological satisfaction.

Eleven, safety psychology

Customers with this purchase mentality must be able to ensure the safety of products to be purchased. Especially, such as food, medicine, washing products, sanitary products, electrical appliances and transportation, there is no problem. Therefore, they attach great importance to food in the preservation period, whether there are any side effects of drugs, whether washing products have chemical reaction, whether electrical appliances leakage or not. After sales staff commentary and guarantee, such customers can buy products safely.

　 Twelve, self-esteem

Customers who have such a buying mentality pursue the value of their products while pursuing their elegant spirit. Before buying, they hoped that his purchase behavior would be welcomed by the sales person and warm and friendly recommendation.

Thirteen. Hidden psychology

People who have such purchasing psychology do not want to be known to others when buying products, and often take "secret action". Once they choose a product, and no one else around to watch it, they quickly deal. Young people buy sex related products often this situation, some well-known celebrities in the purchase of high-end products, there are similar cases.

　 Fourteen, worry psychology

This is a kind of buying mentality that looks ahead and behind. Its core is fear of "being fooled". Such customers are skeptical about the quality, performance and efficacy of products when they buy products, and are afraid of not being able to use them. Therefore, ask the salesperson repeatedly, check the products carefully, and care about the after-sale service very much, until the doubts in mind are lifted, then they will pay for the purchase. In short, customers purchase any product has a complex psychological process. The ancients said: "attack the heart, attack the city for the next", "the battle for the heart, the battle for the lower" has become the heart of the sales staff. If the salesperson knows the buying psychology of the customer well, then, in the process of visiting the customer, the sales personnel will greatly enhance the sales success rate.

Expert advice

In the process of visiting customers, in addition to the above common customer purchases clothes Psychology, but also because of everyone's economic conditions, habits, hobbies, cultural level, national religion and so on, showing different buying psychology. Therefore, sales personnel should continue to do research and Analysis on customers' purchasing psychology in practice, adopt different sales methods according to different situations of different people, and make corresponding packaging for products so as to produce the best results.