Iwe unofarira here kuti sei uye sei vanhu vanotenga zvimwe zvigadzirwa kwete vamwe? Wati wambotanga kuziva here kuti mharidzo dzemashupiti dzinobatsira sei kutsvaga kwekutenga shopper? Kana zvakadaro, iwe unogona kunge uchifarira mundima inokura inozivikanwa sevashandi vepfungwa.
Chii Chaicho Chaicho Chevateresi Psychology?
Consumer psychology inzvimbo inokosha inodzidza kuti pfungwa dzedu, zvitendero, manzwiro, nemafungiro zvinokanganisa sei vanhu vanotenga uye vanoratidzira kune zvigadzirwa nemabasa.
Imwe tsanangudzo yakajeka yemunda inorondedzera se "kuongorora kwevanhu, mapoka, kana masangano uye nzira dzavanoshandisa pakusarudza, kuchengeteka, kushandisa, uye kurasikirwa nemishonga, mazano, zviitiko, kana mazano kuti agutse zvido uye zvinogadzirisa izvozvi michina ine mutengi uye sangano "."
Vashandi vari mundima iyi vanotarisa zvinhu zvakadai sekuita sarudzo, kushandiswa kwevanhu, nekukurudzirwa kubatsira kunzwisisa kuti sei vatengi vanozvitenga zvimwe asi kwete vamwe. Muchidimbu ichi chebasa racho, dzidza zvakawanda pamusoro pezvinhu zvinoshandiswa nevarapi vepfungwa uye kupi kwavanoita.
The Science of Consumer Behavior
Maererano neSosaiti ye Consumer Psychology, Chikamu 23 cheAmerica Psychological Association , psychology yevatengi "inoshandisa nzira dzepfungwa dzevfungwa dzekunzwisisa vatengi."
Iyi munda inowanzoonekwa sechinhu chiduku-chinodhaka chemabhizimisi-masangano epfungwa uye anozivikanwawo sehupfungwa yekutengeserana kwevatengi kana psychology yekudhinda.
Vadzidzi vezvemagariro epfungwa vanoongorora nyaya dzakasiyana-siyana dzinosanganisira:
- Vashandisi vanosarudza sei mabhizimisi, michina, uye mabasa
- Pfungwa yekuita uye manzwiro ekugadzirisa kushambadzira kwevatengi
- Kusiyana kwezvakatipoteredza zvakadai sevamwe shamwari, mhuri, vhidhiyo, uye tsika zvinotungamira kutenga zvisarudzo
- Chii chinokurudzira vanhu kusarudza chimwe chigadzirwa pane chimwe
- Maitiro evanhu pachavo uye maonero akasiyana-siyana anoita kuti vanhu vatenge kusarudza
- Ndezvipi vatengesi vanogona kuita kuti vabudirire kune vavanotsvaga
Chii Chinonzi Consumer Psychologists?
Saka chii chinonyanya kufanana nomudzidzisi wepfungwa wezvokushandisa? Aya maitiro anoita basa rinokosha kwete chete mukubatsira mabhizinesi kunzwisisa izvo vatengi vavo vanoda uye vanodikanwa asiwo mukubatsira vatengesi vanokurudzira uye vanotengesa zvigadzirwa nemabasa kune vanotengi.
Vashandi vezvepfungwa vanobatsira Bhizimusi Kunzwisisa Vatengesi Vavo
Nemhaka yokuti mabhizimisi anoda kunzwisisa vatengi vavo kuitira kuti vave nekutengesa michina uye kutengesa mishandirapamwe iyo inofadza kune vavanotarisira, vatengi vezvepfungwa vanogara vachipedza nguva yakawanda vachidzidza zvakawanda pamusoro pezvinoita kuti vatengesi vaite. Izvi zvinowanzotanga kuongorora kutanga kune vavanoteerera pane chimwe chigadzirwa chinosanganisira hutano, makore, uye hukama hwehupfumi hwehuwandu hunoshambadzira.
Zvadaro, nyanzvi yezvepfungwa angangotanga kutsvakurudza mhando yezvinhu zvekutengesa nekudhinda mharidzo inoshusha kune marudzi aya evatengi.
Vashandi vezvepfungwa vanobatsira Kuvandudza Marketing Mifananidzo
Vamwe vashandi vezvepfungwa vanogona kutarisa pakushambadzira kwevanhu, kana kuti mafungiro nemashoko zvakapararira sei pakati pemapoka.
Vatsvakurudzi vangave vanofarira kubudisa ruzivo rwechigadzirwa kana mushumo unokosha wehutano hwevanhu vose. Kudzidza kuti kutenda uye mafungiro zvakapararira sei pakati pemapoka zvinogona kubatsira masangano kudzidza kudzidzira kuwana mharidzo yavo uye kukurudzira shoko-ye-mumuromo kutengesa.
Vashandi vezvepfungwa vanogadzira Tsvakurudzo pamusoro peVatengi Maonero uye Maitiro
Vatapi vezvepfungwa vevatengi vanowanzoita tsvakurudzo kuti vadzidze zvakawanda pamusoro pekutengesa mutengi. Nzira dzekutsvakurudza dzakajairika dzinoshandiswa nevashandi ava dzinosanganisira kuongorora , kuongororwa kwefoni, mapoka ekutarira, kutarisa zvakananga, uye mibvunzo.
Mikana yakanaka kuti wakabatanidzwa mune imwe tsvakurudzo yekuongorora misika mumhupenyu hwako.
Izvi zvinowanzoitwa nefoni, asi zvinogona kuitwawo paIndaneti kana kuburikidza nemavhura chaiwo. Mukutsvaga , vatengi vanowanzobvunzwa kurondedzera maitiro avo epfuura ekutenga, zvikonzero zvakakonzera kusarudza kwavo, uye ramangwana ravo rekutenga zvirongwa.
Vanotsvakurudzawo vanowanzobatanidza mashoko pamusoro pehutano hwemunhu wese, makore, rudzi, nhoroondo yezvidzidzo, uye mamiriro ezvinhu emari aripo. Rudzi urwu rune ruzivo runogona kubatsira zvikuru sezvo rwunobvumira vatsvakurudzi kutarisa mapeti uye kudzidza zvakawanda pamusoro paani anotenga zvimwe zvigadzirwa.
Somuenzaniso, kushandisa tsvakurudzo kunogona kubvumira vatsvakurudzi kuti vaone kuti vakadzi vari pakati pemakore makumi matatu nemakumi matatu nemakumi mashanu vane mari yemhuri pakati pe $ 50,000 kusvika ku $ 100 000 vanowanzozotenga chigadzirwa kana basa. Nokuziva izvi, vanogona kutanga kutanga kugadzira mishandirapamwe ekutengeserana inotarisirwa nechinangwa chevateereri.
Dzidzo uye Kudzidziswa Zvinoda
Saka iwe rudzi rwekudzidzisa chii rwaunoda kana iwe uchida kuva muchengeti wepfungwa? Maitiro akawanda ekupinda-mumasvomhu ekugadzirwa kwepabheji anotoda zvishoma chikamu chechikoro chepfungwa mune zvepfungwa . Mabasa pane iyi nharaunda inowanzobatanidza kuronga, kutungamirira, nekududzira migumisiro yemakambani ekutsvakurudza misika.
Vaya vanofarira mune dzimwe nzvimbo dzakakwirira kana mukudzidzisa pachikoro cheyunivhesiti vachada chiremba kana chiremba yechikoro mune imwe nzvimbo inobatanidza kugadzirwa kwepfungwa. Dhigirii dzakadaro dzinosanganisira kuongorora kwepfungwa, kushandiswa kwemabhizimisi-masangano epfungwa , kushambadzira, uye kuongorora kwevatengi.
Kana iwe uchida kuva nyanzvi yepfungwa, tsvaga kutora zvidzidzo zvichavaka kunzwisisa kwako kwehutsika hwevanhu, kutengesa, hutano hwepabonde , unhu, uye tsika.
Mukuwedzera pakudzidza zvakawanda pamusoro pezvinhu zvinoita kuti vanhu vafunge uye vanozvibata, kuva nehutano hwakasimba mukudhinda nekudhinda kunogona kubatsirawo. Pakupedzisira, zvinokosha kuti uwane ruzivo mune nzira dzekuedza . Nzira dzekugadzira maitiro uye nhamba dzinokosha.
Consumer Psychology Career Options
Nzira yaunofanirwa kusarudza ichagadzirisa zvakawanda pane zvaunofarira uye zvidzidzo. Somuenzaniso, kana iwe uchifarira kuita zvidzidzo uye dzidziso, funga kuwana dhigirii ye doctorate kuitira kuti iwe ugone kudzidzisa zvidzidzo uye kuita zvidzidzo zvepakutanga kuunivhesiti. Kana ukasarudza kushanda kune imwe nzvimbo sekutsvakurudza kwemisika, kushambadzira, kana kutengesa, chiremba chechikoro chinogona kunge chakakwana.
Mamwe masarudzo emabasa anosanganisira kuita sangano kumabhizimisi ega ega kana kushanda kune masangano ehurumende. Mumabasa akadaro, vashandi vezvepfungwa vanogona kubvunzwa kuti vaite mabasa akawanda akasiyana-siyana kusanganisira kukurudzira mishandirapamwe yekutsvaga, kutsvakurudza mhando dzevatengi, kugadzira hutano hwehupfumi, kana kuongorora nhamba.
Shoko Rinobva
Kunzwisisa chii chinoita kuti vanhu vatenge zvinhu zvavanoita zvinopfuura kungofungidzira. Mabhizimusi ikozvino anoshandisa vashandi vepfungwa dzepfungwa kuti vaongorore sarudzo dzevatengi vavo uye zvisarudzo. Nguva inotevera paunotarisa chiziviso kana kutora muongorori wevatengi, funga basa iro vashandi vepfungwa vanogona kuve vachiita mukugadzira iyo mharidzo nemibvunzo.
> Kwakabva:
> Hawkins, DI, Motherbaugh, DL, & Best, RJ. Consumer Behavior (Vol. E, 10th ed.). New York: Irwin McGraw-Hill; 2007.