Ukuqonda kweBhanki - ngaphakathi kweengqondo zabathengi

Ukwahlukana kunye nobudlelwane - Iinjongo ezimbini ezibalulekileyo zoQuqulelo lwaBathengi

Idatha yocandelo lophando ngokuqhelekileyo ixhomekeka kwiingxelo ezizimeleyo kunye nokuqwalaselwa kwabathengi. Ingxaki kukuba abathengi bangathi enye into kwaye bazimisele ukwenza enye. Abathengi banokuthi baya kuncoma umkhiqizo kumhlobo, kodwa akenzanga oko. Abathengi banokuthi baya kuzama umkhiqizo okanye inkonzo, kodwa bangalandeli. Umbuzo uwukuthi: Ubuninzi balobu buxoki bubekwe ngenjongo?

Okokuthi, ulwazi abathengisayo, abathengisi kunye nabavakalisi bafunda malunga nabathengi kusekelwe kwinto abathengi bathetha ngayo. Abathengi bathetha oko bacinga, ukuziva, nokwenza malunga nemveliso. Kodwa abathengi abanako ukuqonda yonke into abayicinga ngayo kunye nevakalelo malunga nekhredithi. Kwaye abathengi bahlala bengathethi ngokupheleleyo malunga neenjongo zabo nezenzo zabo.

Kuyafaneleka ukuthetha ukuba ininzi yabathengi bathetha abaphandi beemarike ngokusondeleyo kwinto abaya kuyenza okanye oko bakucingayo. Nangona kunjalo, njengoko i-neuromarketing ibonisa, isimo sengqondo kunye nokuziphatha azihlali zixhomekeke ngokuqinisekileyo kwingqondo yomntu. Uhlobo oluthile lophando lweemarike luye lwaphuhliswa ukujongana neendlela ezahlukeneyo ezingqondweni zabathengi.

Xa umboleki esetyenziselwa ukuthanda i-brand, kuthiwa unobungozi bempawu. Kodwa ziziphi izinto ezikhokelela ekubambeni kobugcisa.

Iimodeli zamanje zibonisa iingxaki ezine okanye ubukhulu bezoqoqosho lwemveliso:

1. Ingqiqo
2. Umoya
3. ULwimi
4. Isenzo.

Iimodeli zoPhando lweeNtengiso

Uninzi lwengxelo yeemarike luthembela kumzekelo wolwimi ukuqonda ukuziphatha kwabathengi. Oku kuthetha ukuba iinkolelo zabathengi, iimvakalelo kunye nokuziphatha kufuneka zonke zichazwe kwizinto abazithethi abathengi.

Ngokutsho kwePepe Martinez, umbhali Umgudu wabathengi, abathengi bavame ukuphikisana. Ngakolunye uhlangothi, abathengi bathambekele ekusebenziseni iimvakalelo zabo kodwa baxelele ngokucacileyo oko bakholelwa ukuba bacinga.

Ngokutsho kwePepe Martinez, abaphandi beemarike bajamelana nale mi sebenzi enzima:

• Umsebenzi wokuhlalutya impendulo yabathengi
• Ukuqhelanisa ulwazi olufanelekileyo
• Ukwenza ukutolika kunye neziganeko ngokusekelwe kolwazi lwabo jikelele malunga noko kwenzekayo, ukuba akunjalo.

Ngamanye amazwi, ukuba umcwaningi weemarike akakwazi ngokuqinisekileyo ukuba umthengi ukholelwa okanye unokwenza, ngoko umcwaningi weemarike kufuneka akhuphe emzimbeni wolwazi lwabathengi , amava akhe ophando lwemakethi, kunye noko akuqondayo malunga ubume bomntu.

Ngaphandle kokuba umphandi weemarike usebenzisa i-neuromarketing.

Iindidi zeendlela zokuPhando

Abaphandi beemarike bafumanisa ukuba ibhokisi ebomnyama yengqondo yabathengi ikhanya ngokubambisana neendlela zokwenza uphando, iindlela zokwenza uphando, kunye neendlela zokwenza uphando nge-neuroscience.

• Iindlela ezifanelekileyo: Idatha elinezityebi ezibangelwa uphando olulungelelwaniswe kakuhle lunokubhengeza idatha yenkcazelo yabathengi engafumaneki ngenye indlela. Le ndlela ingabonisa ukuba umthengi ukholelwa ukuba kubalulekile ngokuphathelele ubudlelwane babo kunye nemveliso, iimveliso kunye neenkonzo. Kodwa ngokukhethekileyo ibonisa indlela umthengi ayenayo ngayo umkhwa, iimveliso kunye neenkonzo.
  • Izindlela zophando ze-Ethnografi zivumela abaphandi beemarike ukuba baphande ukuziphatha kwabaxhasi kwimimandla yendalo. Le fomu yemvume yokucwaninga ngemilinganiselo phakathi kweengxelo ezizimeleyo zabathengi kunye nokuqwalaselwa kwinjongo yabaphandi beemarike. Kodwa apha, kwakhona, oko kwenzeka ntoni engqondweni yomthengi akwaziwa

• Izindlela zokubaluleka: Iindawo eziqhelekileyo zoluntu kunye nezoshishino ziye zacwangciswa ukuba zikhangele kwiindlela zokubala ukubonelela ngeenkcukacha ezichanileyo ezixhomekeke ekuqikeleleni nasekuthembekeni. Iimilinganiselo ezichanekileyo, eziqhelekileyo ngokusekelwe kwizilungiso zeemathematika, zibole iqondo lokumisela ukuthengisa uphando olusebenzisa le ndlela. Kananjalo, uphando oluninzi lwenza ukuba kubekho ukuveliswa okanye ukwandiswa kweziphumo ezifanayo kubantu okanye ngamanye amaxesha nakubantu bonke.
• I-neuroscience: idibanisa iindlela zokuziphatha kunye neendlela zokwenza izinto. Iinjongo ezibolekwe uphando lweemarike ngokulinganisa ngokomzimba wabathengi iimpendulo kwiimveliso, iimveliso, kunye neenkonzo zizuze kakhulu ukuxhatshazwa kwabathengisi bezoshishino. Ukongeza, ngokusebenzisa i-teknoloji yezobugcisa eziyinkimbinkimbi kunye neyinkimbinkimbi ukufikelela kuloo milinganiselo yokusebenza kwangaphakathi kweengqondo zabathengi, izazi ze-neuros ziyakwazi ukunyaniseka kokutolika kwabo kwengcinga yabathengi.

Xa i-Branding ibumbene kwaye iyinyaniso, i-Brain iyazi

Iimpawu zabathengi kunye neemvakalelo zabathengi kuboniswe ngabathengi. Imvakalelo yabathengi ibonisa iingcaciso kunye neemvakalelo malunga nemveliso. Ngokudalwa kwentsingiselo kunye neemvakalelo, abathengi banako ukufezekisa i- consonance phakathi kweempawu kunye neenjongo zabo - ukuba ayenzi izenzo zabo.

Ngamanye amazwi, ukunyaniseka kwentengiso yomthengi kusekelwe kwiimvakalelo eziveliswa ngumqondiso kumthengi ngabanye. Ukubambisana kweentengiso kuxhomekeke kumandla olwalamano phakathi komyalezo wesigqirha kunye neemvakalelo kunye nentsimi yomthengi evela kumyalezo wesigxina.

Umthombo

UMartinez, uP. (2012). Ingqondo yabathengi: Ukuqonda kweMpawu kunye neMpembelelo yabathengisi. Philadelphia, PA: iKogan Page Limited.