"Ukugxila kwakho kuqinisekisa ubunyani bakho", wabhala uDaniel Goleman. Kwincwadi yakhe ethi "Focus" ubhekisele kwisakhono sethu sokuqonda esibaluleke kakhulu kwaye sihlala sijongelwa phantsi: ingqalelo. Ingqalelo yinto esivumela ukuba sizibeke emhlabeni, siqaphele okwenzekayo, kwaye senze izigqibo.
Ngesi sizathu, ayimangalisi into yokuba iivenkile kunye neebrendi zenza yonke into ukutsala ingqalelo yethu. Ukwenza oku, babhenela kwintlaninge ye "zixhokonxa", izivuseleli ezenza imibutho yakudala isebenze kwaye ivelise imeko yeemvakalelo - kwinqanaba lokungazi - esibangela ukuba singene evenkileni kwaye sithenge.
Indlela yokufumana ingqalelo yabathengi abanokubakho?
1. Ukurhweba ukuze sibe kule ndawo sikuyo
Ngaba wakha wazibuza ukuba kutheni iibhegi zevenkile zihlala ziphethe ilogo yevenkile ngokwayo, okanye yekhonkco? Ukuthengisa sesinye sezona zicwangciso zisebenzayo zokubamba ingqalelo, ukwandisa Ulwaziso lwebrand (ulwazi lwebrand) kunye nokutsala abathengi abanokubakho.
Ukuthengisa kubandakanya zonke iimveliso zokuthengisa ezinomfanekiso wevenkile, uphawu okanye ifranchise. Zinokuba zezona bhegi zomntu zakudala ezinelogo yebhrendi, kodwa kwakhona zizipho zantlandlolo ezifana neebhola ezichasene noxinzelelo okanye inkxaso yeefowuni eziphathwayo kunye neetafile.
Ngezi mveliso, ezidla ngokugqama ngokusebenziseka kwazo kunye nokusetyenziswa kwazo, uphawu luyakwazi ukuzihlanganisa kwingqondo yomthengi kwaye kwangaxeshanye lwandise ukufikelela kwalo ngokuzenza lwaziwe kubaphulaphuli ababanzi, yiyo loo nto lurhwebo olusebenzayo kakhulu. iqhinga.
2. Umboniso njengejenereyitha yomdla
Kwi "Lady's Paradise", inoveli ka-Émile Zola malunga nentombazana eyinkedama efika eParis ukuba isebenze kwivenkile yesebe, kunokwenzeka ukuba ubone ukubaluleka kokuboniswa kunye nokuhonjiswa kweevenkile ukutsala ingqalelo yabathengi abanokuba sele bekude kakhulu ngo-1883. Namhlanje isinxibo sefestile sisaqhubeka sibalulekile kwiivenkile nakwiibrendi, ngaphezu kwako konke njengento yokwahlula.
Umboniso woyilo kunye nowokuqala, owenziwe ngokutenxa kwindlela eqhelekileyo okanye ebalisa ibali elinika umdla, yingxelo yenjongo edla ngokungahoywa. Ukufuna ukwazi ukuba umboniso owenziwe kakuhle unokuvusa amathuba okuba singene evenkileni kwaye sigqibe ukuthenga.
3. Amandla omculo njengento yoqhagamshelwano
Ngo-1982, uRonald E. Millman wenza uvavanyo lwengqondo lwakudala apho wafumanisa ukuba xa umculo ongasemva ukhawuleza kwi-tempo, abathengi bathenga kancinci: bahamba ngokukhawuleza, bachola kuphela izinto abazifunayo, kwaye ngokuqhelekileyo bachitha ixesha elincinci kwi-tempo. ivenkile.
Kodwa xa i-tempo yomculo iyancipha, ukuhamba kwabathengi kuye kwanciphisa kakhulu. Bachitha ixesha elininzi evenkileni baza bathenga elingakumbi. Isizathu? Umculo usebenza ngokuthe ngqo kumalungu enkqubo ye-limbic yobuchopho bethu, eyona nto inoxanduva lokusabela kwethu ngokweemvakalelo.
Ngenxa yoko, inempembelelo enkulu kwiimvakalelo zethu, ivelisa utshintsho kwimo yethu kwaye igqibe ekubeni ibe nefuthe kwizigqibo zethu. Ngesi sizathu lelinye lamakhadi exilongo asetyenziswa ngabathengisi ukutsala umdla wethu, asenze sizive sikhululekile kwindawo kwaye asikhuthaze ukuba sithenge.
4. Iaromas njengezivuseleli zeemvakalelo
Ivumba lekeyiki esandul’ ukubhakwa linokusihambisa ebuntwaneni bethu ngelixa ivumba lerozi lisenza sonwabe ngakumbi kwaye nevumba lekofu lisinika imvakalelo eyolisayo yokhuseleko. Ilavenda kunye nesinamoni ziyaphumla, ngelixa ipepilemint inika amandla. Ngokuqhelekileyo asilwazi unxulumano oluveliswa ngala mavumba, kodwa lunempembelelo kwizigqibo zethu zokuthenga.
Ngowe-1993, ugqirha wemithambo-luvo uAlan Hirsch wakungqina oku. Wenze umfuniselo wobuvulindlela kwindawo yokuthengisa iziqholo ezibandakanya ukubeka iperi ezimbini zezihlangu ze-Nike ezifanayo kumagumbi amabini afana ncam. Umahluko kuphela kukuba elinye igumbi lalingenavumba ngoxa elinye lalikhupha ivumba elimnandi leentyatyambo.
U-Hirsch ke ngoko ufumanise ukuba injongo yokuthenga inyuke ngama-84% kwigumbi elinevumba elimnandi. Ukuthengisa ngevumba "kubamba" ukungazi kwethu, kwenza amava okuthenga akhumbuleke ngakumbi kwaye yomeleza uphawu lobunikazi. Ngesi sizathu, ngakumbi nangakumbi iibrendi ziyila ivumba lazo, elisebenzela ukwahlula, kodwa kunye nokuhenda abathengi abanokubakho.
5. Umbala ngamnye unenjongo ethile
Sithanda ukudibanisa imibala kunye neemvakalelo ezahlukeneyo: ngelixa umthubi udlulisela ithemba kwaye iorenji isizalisa ngamandla, iblue ivelisa ukuzithemba. Ngesi sizathu, imibala kunye nezibane zezinye izinto zentengiso yeemvakalelo ezisetyenziswa ziivenkile ukutsala umdla wabathengi abanokubakho kunye nokwandisa ukuthenga.
Iinkcukacha ezibonakala zingabalulekanga, njengethegi ebomvu, inokuguqula intengiso encinci ibe yintengiso enkulu kwiingqondo zethu. Kuye kwabonwa ukuba amaqhosha aluhlaza kwiivenkile ezikwi-intanethi afumana i-10-20% yokucofa ngaphezulu kwaye enze utshintsho oluninzi, kuba asinika imvakalelo yokuzola kunye nokhuseleko kanye xa sisifuna kakhulu, ukunciphisa ixhala elenzeka ngaphambi nje kokwenza isigqibo sokuthenga.
Isishwankathelo, iivenkile kunye neebrendi zisebenzisa iindlela ezahlukeneyo zokutsala ingqalelo yethu, ukusuka kwizipho zenkampani eziba yimiyalezo yentengiso enamandla ukuya kwiziqholo okanye imibala eyenza iimvakalelo ezahlukeneyo. Kwihlabathi elandayo lizaliswe zizivuseleli kunye neentengiso, iibrendi zidibanisa ubugcisa kunye neNeuroscience, uyilo kunye nePsychology, ukuze kugqame kwaye kukhunjulwe. Kuxhomekeke kuthi ukuba sibahoye.
Umda:
Chebat, J. Michon, R. (2003) Impembelelo yevumba elibi kwiimvakalelo zabathengi, ukuqonda, kunye nenkcitho: Uvavanyo lweethiyori ezibangela ukhuphiswano. Ijenali yoPhando lweShishini; 56 (7): 529-539.
Spangenberg, ER et. Al. (1996) Ukuphucula imeko-bume yeVenkile: Ngaba i-Olfactory Cues ichaphazela uVavanyo kunye neendlela zokuziphatha? Ijenali yeNtengiso; 60 (2): 67-80.
Milliman, RE (1982) Ukusebenzisa uMculo ongemva ukuChaphazela iNdlela yokuZiphatha kwabaThengi beSupermarket. Ijenali yeNtengiso; 46 (3): 86-91.
Umnyango 5 amaqhinga okuthengisa ukufumana ingqalelo yakho yaqala ukupapashwa ngo Ikhonkco lePsychology.
