Variation of pharmacy and consumer shopping needs of the psychological nature of

of: Cai Wenbing

Yancheng Watson Dispensary Co Ltd General Manager,

domestic prestigious medical, marketing, newspaper and magazine columnist category, special commENTator.

by the global economic crisis this year, has been suffering from foreign aggression based situation Drugstore industry has added a dash of"the excellENT" Do not doubt that capacity, the future 2-3 a year will be subjected to all the pharmacies,"ENTrance" is an important time.

pharmacies operating the most basic purpose is to achieve its own survived , then the survival of ENTerprises to make the most fundamental factor is - the consumer.Then the writer's many years of work experience in this special time with you to explore the psychological analysis of consumer buying.

■ consumers into the store with intENT

(omitted)

◆ All objectives type of customer is buying with a clear goal, come prepared for customers.Such customers are generally brisk walking into the shop, eyes focused, find shopping guide signs, and rapidly approached the shelf (the counter), to the clerk to obtain commodities without thinking, quickly asked the price, if the price is satisfactory, they will Now make a purchase decision.

of such We must not over-customers about their ideas, if its too much to tell,"these Drugs" is not good, it will push the sales process into a disadvantageous position, played the role of material and must be opposed.

◆ half goals type of customer is buying a certain goal, but some worried customers.Although some of these customers purchase goal, but what kind of specific Drugs to buy, as well as to understand the effectiveness of drugs are insisting is not very deep, so these customers in a way, is also more easily be translated into non-target type of customer.

◆ No target type of customers, mainly into the store to visit, browse, or stroll to the customers.Prior to these customers into the store to buy are generally not clearly fixed target, or even that the original intENTion of not shopping.

all targets regardless of type of customer, or semi-objective or non- Target customer type, short point, as long as we insist on"Q disease" and then recommended the principle of medicine, and then analyzed the disease, description, and then further decomposition of the corresponding componENTs required for disease, then all the problems , firmware and the solution will be welcome.

vast majority of consumers are taking to meet the Health needs only into the pharmacy, in general, the choice of goods from their evaluation to purchase, generally go through: experience → interested in → Lenovo & rarr ; desire → comparison → decision & rarr ; buy → Experience 8 a psychological change in time.

■ feelings time

customers into the door and into the pharmacy after pharmacy, they usually intENTionally or unintentionally, look around the pharmacy signs, windows, shop decoration style, environmental Health, business order, and the grooming shop, etc., to obtain a preliminary image of the visual experience of the store, at this stage is the experience period.

such as pharmacies decoration is unique, whether the goods neatly placed, the business hall is clean, into the store after the clerk has not given a seat from the heart smile, took the initiative to greet him there, the service is compliant, and so these terms can affect the Customers interested in shopping and their pharmacies agree that, whether the compliance staff's recommendation, and the unit price of shoppers more than the size of a certain amount of impact, therefore, we must not be taken lightly VI image in pharmacy sales among role.

■ interest time

pharmacy customers observe the process of goods, if found with their own demand for commodities like-minded goals, it would be interested in, then they'll relationship to the quality, efficacy reliable? Prices are reasonable and so forth?.When consumers interested in a product, he not only their own subjective feelings to judge this product, but also with the objective conditions to make reasonable judgmENTs.

● smart staff will start to see the following cases ripe for marketing activities:

◆ When a customer before the pace slowed down in the container, and browse products When ┉

◆ When the customer for a long time staring at a particular merchandise ┉

◆ When a customer when you touch a commodity ┉

◆ When a customer raised his head and eyes relative to the salesperson when ┉

◆ When a customer's attENTion in the search when the ┉ Tour ( customers as if looking for something )

Interest Stage is most beneficial to start the timing of marketing activities, especially in the customer looking for but not found when the target category, more motivation to guide customers to buy the products to achieve good high quality marketing purposes; is worth recalling that some staff in the recommended product, do about the benefits and shortcomings of its taboo This is utterly wrong; for quantitative description of product defects, but will make customers more comfortable with the honesty of staff to more that the product quality.

■ Lenovo time

customers interested in the process of goods, naturally, will think of this product can meet their own needs and the quality, efficacy and so on.Lenovo is the process of consumer spending resulting from a mENTal perception of the phenomenon of unknown phenomenon, Lenovo can help consumers quickly understand the product may exist in the course of some phenomenon.

Therefore, in the marketing process, we must not words PENTe, set aside some of the association the opportunity to customers"chatter" recommendation but will make customers wonder how much the medication will spread, how bad quality.

■ Desire time

when consumers of goods after the association, began to consider purchasing this product, but their mindset at this time there will be a concern:"the efficacy of such Drugs in the end what? Is the pharmacist says it is not as good?"That is because of such concerns and desires of the subtle effects arising from staggered so that consumers can not immediately decide to purchase this product.