How To Improve The Pleasure Of Consumers In The Purchase Process

If price is the most concerned factor for most consumers when shopping, there will probably be no objection. But more often than not, price is only a limiting factor. Consumers will not buy a product that is useless to themselves for being cheap. On the contrary, if consumers feel that a product is worth, even if it is. Price More than the scope of their own economy, they will try their best to break through the price restrictions. For example, many girls spend months or even half a year to save their food and clothing. The purpose is to buy a favorite handbag or a high priced mobile phone. In fact, deciding whether or not a consumer buys a product is not a commodity itself, but a consumer who thinks it is not worth it. As long as it is within its own economic scope, consumers will not hesitate to buy a product that they think is worth. The value is entirely a subjective feeling of consumers. Therefore, consumers are not only buying a product while shopping, but buying a feeling. For a product with low consumption frequency, this sense of value directly determines whether the consumer bought at that time. For a product with high consumption frequency, this feeling also affects the subsequent repeat purchase behavior, that is, brand loyalty. If consumers feel that they have bought a very valuable product, besides having a sense of pleasure at that time, they will also be eager to share the joy of shopping with the people around them and actively recommend it, which will bring strong word of mouth effect to the brand.

The formation of this sense of value depends on two aspects. On the one hand, the value conveyed by the product itself and its sales process satisfies the degree of individual demand of consumers, and the two is the cost that consumers pay for commodities, including time cost, energy cost and price cost, and the most important one is price cost. Therefore, we should improve consumers' sense of value, or improve consumers' perception of the value of their products, or reduce their perception of cost.

Products and brand Under the basic conditions, we can improve consumers' perception of product value from the following aspects:

1., from a consumer perspective, we can more vividly illustrate the benefits of products to consumers. Consumers often have such experience when shopping. When shopping guides come to chatter, they introduce the product advantages with a lot of language or professional words that consumers do not understand. They do not consider what these advantages have for consumers. value Or use some large and empty words to explain how the product fits the consumer. The result is that after half a day, the consumers' understanding of the advantages of the product is still not deep. Smart market players and guide buyers always explain the benefits of products to consumers from the perspective of consumers' actual use, and guide consumers to use Lenovo scenarios to enable consumers to feel the real benefits of products and increase the value perception of products.

2., to increase the degree of individuation of products. Consumers have different preferences for the physical properties of products such as shape, color, taste, smell, size and specification, and consumer products are difficult to be completely customized because of their scale requirements. For fully standardized products, they can meet the needs of most people as much as possible by increasing product models and styles. For non standardized products, some individual parts can be customized to meet the individual needs of consumers. Small changes usually give consumers unexpected surprises. Furniture industry is a typical example, because the size and pattern of Huxing are different, consumers are always limited by size and shape when they buy furniture, and consumers want to make full use of space and reflect their taste. Finally, they have to make a suboptimal choice regretfully. If a product is better able to meet the individual needs of consumers through small range changes in the process of purchase, it will greatly increase consumers' perception of value.

Nowadays, it is said that consumers are God, but the reality is that it is difficult to experience God's feeling in the shopping process. Even if the sales staff are enthusiastic, the shopping environment is elegant and the budget is abundant, they can not guarantee a good mood after shopping.