Ngaba unomdla malunga nokuba kutheni abantu bathengi iimveliso ezithile kwaye kungekhona abanye? Ngaba uye wakha wazibuza ukuba imilayezo yemidiya ichaphazela njani ukukhetha okuthengayo? Ukuba kunjalo, unokuba unomdla kwintsimi ekhulayo eyaziwa ngokuba yingqondo yabathengi.
Yiyiphi i-Consumer Psychology?
Ingqondo yezentengiso yindawo ekhethekileyo eyenza ukuba iingcamango zethu, iinkolelo, iimvakalelo kunye nemibono zithonya njani abantu abathengi kwaye bahambelana nempahla kunye neenkonzo.
Enye inkcazo ecacileyo yentsimi ichaza ngokuthi "ukufundwa ngabantu ngabanye, amaqela, okanye imibutho kunye neenkqubo abazisebenzisayo ukukhetha, ukukhuseleka, ukusebenzisa, nokulahla imveliso, iinkonzo, amava, okanye iingcamango zokunelisa iimfuno kunye neempembelelo ezi iinkqubo zibe nomthengi kunye noluntu "."
Abaqeqeshi beli candelo bajonge izinto ezifana nenkqubo yokwenza izigqibo, ukunyaniseka kwezenhlalakahle, kunye neenjongo zokuncedisa ukuba kutheni abathengi bathenga izinto kodwa kungekhona abanye. Kule ngqungquthela yomsebenzi, funda ngokubanzi malunga naziphi izigqirha zengqondo kunye nalapho zisebenza khona.
INzululwazi yendlela yokuThengwa kwabaThengi
Ngokwe-Society for Consumer Psychology, iCandelo lama-23 le- American Psychological Association , i-psychology zabathengi "isebenzisa iindlela zokwazisa iingqondo zengqondo."
Le ntsimi idlalwa njengecandelo elithile lezengcali zengqondo-nhlangano kwaye iyaziwa ngokuba yi-psychology yokuziphatha kwabaxhasi okanye i-psychology yokuthengisa.
Abathengi beengqondo bafunda iindidi ezibandakanya:
- Indlela abathengi bakhetha ngayo amashishini, iimveliso kunye neenkonzo
- Iingcamango zengcamango neemvakalelo ezithatha izigqibo zabathengi
- Iimeko ezinjani zokusingqongileyo ezifana nabahlobo, iintsapho, abeendaba, kunye nenkcubeko bathonya ukuthenga izigqibo
- Yintoni ekhuthaza abantu ukuba bakhethe umkhiqizo omnye ngaphezu komnye
- Ziziphi iimpawu zobuqu kunye nokuhlukana komntu ngamnye okuchaphazela abantu ukuthenga izinto
- Yiziphi abathengisi abanokuzenza ukuze bafikelele ngokukhawuleza kubaxhasi babo
Yintoni abaThengi bezengqondo zabathengi?
Ngoko yintoni na ngokuqhelekileyo umsebenzisi wezengqondo? Ezi zengcali zidlala indima ebalulekileyo kungekhona nje ekuncediseni amashishini ukuba aqonde oko abathengi bawo abafuna nokufuna kodwa kodwa ekuncediseni abathengisi bakhuthaza kwaye bathengise iimveliso zabo kunye neenkonzo kubathengi.
Iingcali zengqondo zixhaswa ngabathengi
Ngenxa yokuba amashishini adinga ukuqonda abasebenzisi bawo ukuze kuphuhliswe iimveliso kunye nemikhankaso yokuthengisa ezibhenela abaphulaphuli babo, abathengi beengqondo bahlala bechitha ixesha elide lokufunda ngakumbi malunga nezinto ezenza abathengi babhale. Oku kufuthi kubandakanya ukuqala ukujonga abaphulaphuli abajoliswe kulo mveliso kubandakanya ubulili, ubudala, kunye neemeko zentlalo ye-shopper.
Emva koko, umsebenzisi wezengqondo unokuqala ukuphanda iindidi zeemveliso kunye nemilayezo yokumaketha ebhenela kule ntlobo yabathengi.
Iingcali zeeNgcali zengqondo zikunceda ukuphuhlisa imiyalezo yokuthengisa
Abanye abasebenzisi beengqondo zengqondo bangagxininisa ekuthengiseni intlalo, nokuba iimbono kunye nemilayezo isasazeka njani kumaqela.
Abaphandi banokuba nomdla wokufumana ulwazi malunga nemveliso okanye umyalezo obalulekileyo wempilo yoluntu. Ukufunda indlela iinkolelo kunye nesimo sengqondo esisasazeka ngayo phakathi kwamaqela kunokunceda imibutho ifunde indlela yokuphucula ngayo umyalezo wayo kwaye ikhuthaze ukuthengiswa komlomo.
Iingcali zengqondo zabathengi ziqhuba uphando malunga neengqondo zabathengi kunye nezithintelo
Iingcali zengqondo zabathengi zihlala ziqhuba uphando ukuze zifunde kabanzi malunga nokuziphatha komthengi. Iindlela eziqhelekileyo zophando ezisetyenziswe ngaba baqeqeshi zibandakanya ukuvavanya , uphando lweefowuni, amaqela okugxila, ukuqwalasela ngokuthe ngqo, kunye nemibuzo.
Iimeko ezintle ukuba uthathe inxaxheba kwisingeniso esisodwa kwimpumelelo yophando kwimpilo yakho.
Ezi zihlala ziqhutywa ngefowuni, kodwa ingenziwa kwikhompyutheni okanye ngeposi ngqo. Kuphononongo, abathengi bavame ukucelwa ukuba bachaze indlela yabo yokuthenga ezithengileyo, izinto ezathintela izigqibo zabo, kunye nezicwangciso zabo zokuthenga ezizayo.
Abaphandi nabo baqokelela iinkcukacha malunga nobulili bomntu ngamnye, iminyaka, ubuhlanga, imbali yemfundo kunye nemeko yezemali yangoku. Olu hlobo lwazi lunokuba luncedo gqitha kuba luvumela abaphandi ukuba bafune iipatheni baze bafunde kabanzi malunga nabani abathengi iimveliso ezithile.
Ngokomzekelo, ukusebenzisa uphando kungavumela abaphandi ukuba bafumanise ukuba abafazi abaphakathi kweminyaka engama-30 no-45 abanomvuzo wekhaya phakathi kwe-$ 50,000 ukuya kwi-100,000 yee-dollar banokuthenga umkhiqizo okanye inkonzo ethile. Ngokwazi oku, banokuqalisa ukuyila iikhankaso zentengiso ezijoliswe kule phulo labaphulaphuli.
Imfuno zeMfundo noQeqesho
Ngoko luhlobo luni loqeqesho oluyidingayo ukuba ufuna ukuba ngumsebenzisi wezengqondo? Uninzi lwemisebenzi yezinga lokungena kwi-psychology zabathengi lifuna ubuncinane i- bachelor degree in psychology . Imisebenzi kule nqanaba ibandakanya ukucwangcisa, ukuqhuba nokutolika iziphumo zemikhankaso yophando lweemarike.
Abo banomdla kwizikhundla eziphambili okanye ekufundiseni kwiyunivesithi baya kufuna i-master's degree okanye i- doctorate degree kwiindawo ezinxulumene nengqondo yabathengi. Ezi zikhetho zee-degree ziquka i-psychology jikelele, i -psychology-organizational psychology , ukuthengisa, kunye nezifundo zabathengi.
Ukuba unomdla ekubeni ngumthengi wengqondo, jolisa ekuthatheni izifundo eziza kwenza ukuqonda kwakho ukuziphatha komntu, ukuthengiswa, ingqondo yengqondo , ubuntu kunye nenkcubeko.
Ukongezelela ekufundeni ngakumbi malunga neemeko ezichaphazela indlela abantu bacinga ngayo nokuziphatha ngayo, ukuba nesimo esomeleleyo kwintengiso kunye nokuthengiswa kunokuba luncedo kakhulu. Ekugqibeleni, kubalulekile ukuba ufunde kakuhle iindlela zokulinga . Inkqubo yokuqulunqwa kweemvavanyo kunye neenkcukacha zibalulekile.
Izinketho zeCandelo loKhathalelo lweeNgxaki zabathengi
Inkqubo yomsebenzi ekugqibeleni ukhetha iya kuxhomekeka kakhulu kwiminqweno yakho kunye nemvelaphi yemfundo. Ngokomzekelo, ukuba unomdla ekuqhubeni uphando kunye nokufundisa, cinga ukufumana idigate ye-doctorate ukuze ufundise izifundo kwaye wenze uphando lwangaphambili kwiyunivesiti. Ukuba ukhetha ukusebenza kwindawo efana nophando lweemarike, ukuthengisa, okanye ukuthengisa, i-degree ye-bachelor iyakwanela.
Olunye ukhetho lomsebenzi lubandakanya ukusebenza njengomcebisi kumashishini abucala okanye ukusebenza kwiarhente karhulumente. Kwimisebenzi enjalo, abathengi beengqondo banokucelwa ukuba benze uluhlu olubanzi lwemisebenzi kuquka amaphulo okuthengisa uphuhliso, ukuphanda iindleko zabathengi, ukucwangcisa ukuthengiswa kweendaba zoluntu, okanye ukuhlalutya iinkcukacha.
ILizwi
Ukuqonda oko kwenza abantu bathenge izinto abazenzayo kuninzi umdlalo wokuqagela. Amashishini ngoku aqeshe abaxhasi bezengqondo kwizenzululwazi ukuba bahlole isistim zabo neemfuno zabo. Ngexesha elizayo xa ukhangela isibhengezo okanye uthathe uphononongo lwabathengi, qwalasela indima abaxhasi bezengqondo bezentengiselwano abaye babe nayo ekuphuhliseni loo miyalezo kunye nemibuzo.
> Umthombo:
> Hawkins, i-DI, i-Motherbaugh, i-DL, ne-Best, i-RJ. Ukuziphatha koBathengi (iVol. E, 10th ed.). ENew York: McGraw-Hill Irwin; 2007.