The most popular purchase psychology and commodity

2022-08-02
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Purchasing psychology and commodity packaging (Part I)

in the commodity economy society, consumers are rational buyers. The whole process from the generation of needs, the intention to buy to the final decision to buy and the feeling after purchase is mixed with a series of complex psychological activities. In the process of these internal psychological activities, consumers are easy to be stimulated and induced by external accidental factors, so as to have a strong interest in a certain commodity and trigger purchase impulse

as the saying goes, "Buddha needs gold, and man needs clothes". Similarly, goods also need packaging; No matter how good the goods are, they may not be sold at a good price because their packaging is not suitable. According to statistics, 30% of product competitiveness comes from packaging. With the improvement of people's living standards, the requirements of spiritual enjoyment are becoming higher and higher. In the commodity competition, the impact of packaging on commodity sales is becoming more and more obvious. Packaging is the "silent salesman" of commodities. In addition to protecting commodities, it must also be committed to beautifying, publicizing and inducing consumers' desire to buy, so as to enhance the sales competitiveness of Liaoning merchants in promoting the construction of national new raw material base in the market. Therefore, there is a lot of knowledge in packaging. How packaging will directly affect the consumer psychological orientation of customers, resulting in the desire to buy or refuse to buy. If merchants can make some articles on commodity packaging to make the commodity packaging design cater to consumers' purchasing psychology, it will greatly benefit the sales of commodities

I. requirements for packaging in the process of psychological activities

the purchasing psychology of consumers refers to the process of psychological activities of consumers in purchasing activities, that is, the psychological trace reflected by consumers on commodities. The complex and subtle psychological activities of consumers in the purchase process affect the whole process of purchase activities and dominate the purchase behavior. This process of psychological activity can be divided into three stages: cognition, emotion and action

(1) cognitive process

it is a process for consumers to contact, understand and master commodity information, and it is the foundation and guide of purchasing activities. The cognitive process is composed of attention, perception, memory, association, thinking and other mental processes, which can be directly molded to achieve various pearlescent, colorful or metal appearance effects

attention is the direction and concentration of psychological activities to a certain object, and it is the basis of cognitive activities. In modern society, there are a great variety of commodities. In shopping malls full of commodities, consumers first see the packaging of commodities, but customers do not stop to browse in front of all commodities. Only when they find the commodities they are interested in and need, they will gather together to watch and inquire carefully. Therefore, the commodities must be new, unique and special, especially among similar commodities, and must show unique packaging materials, patterns, colors and signs, so that the outer packaging of the enterprise's commodities can stand out among the others in the shopping mall. As soon as consumers enter the shopping mall, the distinctive and creative packaging can capture the eyes of customers from a large number of commodities, attract their attention, and make customers want to take it off the shelf to have a look, so as to lay the groundwork for further understanding and consumption of the commodity

feeling is the subjective reflection of consumers on the individual attributes of commodities in purchasing activities. As an objective thing, consumers can obtain individual preliminary information about a commodity through external sensory organs such as eyes, ears, nose, tongue and body, and then transmit it to the brain to form a reflection on the individual attributes of a commodity. Therefore, the shape, color and composition of commodities should be appropriately printed and displayed on the commodity packaging, so that consumers can see it at a glance and have a strong visual impact. Consumers are excited about it and feel that this product is designed for me

with the deepening of feeling, the analysis and synthesis of various joint force feeling materials will form the consumer's reflection on the overall characteristics of the commodity, which is perception. As the outer garment of commodities, the packaging should show the relevant conditions of the internal commodities as much as possible. In addition to the above, the packaging should also show the manufacturer, date, place and product characteristics. Pass as much information about commodities to consumers through packaging, so that consumers can fully understand and master the overall situation of relevant commodities to the greatest extent. Packaging should induce consumers' desire to buy from various aspects, such as modeling, decoration trademark, instructions for use, etc

memory and association are the reflection of consumers on the things they have experienced, resulting in a psychological phenomenon from one to the other. Exquisite packaging will leave a deep impression on consumers. Especially under the silent advertising of packaging, consumers buy goods that are really as desirable as the packaging says. Then consumers will have a sense of closeness and trust when they only see the same or similar packaging in the future. This type of packaged goods will unknowingly become the proportion: 1.2 ⑴ 26g/cm is the first choice for consumers. In addition, the design of packaging must be creative, so that consumers can see this kind of packaging, think of youth and beauty when they see the packaging of beauty cosmetics, and have a strong nostalgia when they see the packaging of local specialties. Only in this way can we move consumers' hearts emotionally, enhance consumers' memory, and produce positive emotional experience for consumers. On the basis of attention, perception, memory and association, consumers enter a higher level of psychological activity - thinking. Through the analysis and synthesis of perceptual materials, people can get a more comprehensive and essential reflection of objective things. Through the thinking stage, consumers' good or bad impression of a certain commodity and its packaging is the same as that of the past related commodities and their commodities, which affects consumers' purchasing attitude, and then promotes or inhibits purchasing activities

(II) emotional process

this is the process of consumers' subjective experience and feeling of commodities. This psychological activity process forms consumers' subjective attitude towards commodities. This process is a key stage in the process of purchasing psychological activities. The ideological tendency to buy or not to buy is obviously differentiated at this time. If consumers can have a positive emotional experience, it will promote their purchasing desire and behavior; On the contrary, it has inhibitory effect. Therefore, the commodity packaging should be novel and generous without falling off the set, with a sense of freshness and modern consciousness, so that consumers can have a new feeling of high quality and extraordinary when they look at it, so as to have a positive emotional recognition of the commodity. If the packaging of goods can win the "painstaking care" of customers in this process, the sales of goods will be half successful. (to be continued)

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