On the influence of Chongqing consumers on catering choice from the perspective of consumers' lifestyle

Everyone has the opportunity to become a "diner", thus forming a huge catering market. Facing this market, the catering industry has shown a brilliant cycle of "one after another" in different periods, but many of them have only left a "meteor". Why? Of course, the reason is not one-sided. Here, from the perspective of catering consumers' psychology, some explanations are made to extend the life cycle of catering industry in China.

What is the mentality of catering consumers? Which restaurant should consumers choose when they eat in a restaurant? What kind of consumption and entertainment do you want? This involves the influence of products, prices, advertisements, restaurant environment, service attitude and consumers' own culture, socio-economic conditions, consumption level and structure, family, education, status and catering fashion. From 65438 to 0994, the American Tourism Foundation and Procter & Gamble conducted a survey to study the preferences of travelers in the American tourism market. Judging from the 14 factors of catering consumers' first and second choice of places, the top five factors are cleanliness, taste, reasonable price, convenient location, comfortable environment and good service.

First, the psychological effects of food consumption before

Consumers have certain consumption preferences before catering consumption. According to the psychology of catering consumers, it is necessary to study the demand psychology of catering consumption and the methods to improve the psychological effect of catering products.

First of all, from the perspective of catering consumption psychology, psychologist Maslow believes that people's needs can be awakened, and everyone may be in an unsatisfied state of tension (or uncomfortable state), which can prompt him to find ways to solve his unsatisfied problems. Maslow divides human needs from low to high into five levels, namely, physiological needs, security needs, social needs, respect needs and self-realization needs. According to Maslow's hierarchy of needs theory, there are two reasons why consumers need food when they go out: one is to replace the daily dining activities at home; The second is to eat in restaurants as a pastime and entertainment. Consumers' demand for restaurants actually implies that higher-level needs such as emotion, socialization and self-realization are met.

First, clean. Keeping the restaurant clean and tidy is a respect for customers and a need for self-management. A clean restaurant can arouse the appetite and mood of customers, which is also the premise for customers to choose which restaurant to eat, that is, the first impression. Because a clean image will leave a good impression on consumers, consumers will take the restaurants with good first impression into account when choosing.

B, price. As consumers, they always want to buy good and cheap goods. What is a moderate price? Economists have formulated scientific pricing methods according to consumers' consumption psychology. For example, mantissa pricing method uses the difference of mantissa price to produce different psychological effects on consumers. 20 yuan and 25 yuan are not usually considered to be different, but the difference between 29 yuan and 3l yuan is outstanding for consumers. Because consumers often like some goods that are cheaper than usual, once they buy the same goods that are cheaper than others, they will feel victorious, so it has a good psychological effect on discounting common foods. These psychological pricing methods are very effective in catering pricing.

C. location and environment. The location of the restaurant is an indirect reaction to the consumer price. A good location is definitely different from other locations in price, but there are problems in the choice of customer groups and the type of restaurant operation. Environmental problems can't stay in the narrow sense of cleanliness. There is an example: Chongqing Dazu Lotus Villa, with a strong Bayu wind. Guests can sit on the flower boat in twos and threes to watch all kinds of lotus flowers outside the boat, taste Bayu snacks, and accept the warm and simple service of the "fisherman girl" wearing Gu Lou fisherman's clothes, which makes the guests seem to have come to Taoyuan outside the city. This example shows the management philosophy of environmental characteristics. Comfortable environment can create diners' dining mood, and at the same time, it can also make them enjoy and respect. The creation of catering environment is the intangible assets investment of restaurants.

Secondly, from the method of improving the psychological effect of catering products, it is a kind of propaganda to establish the image of the restaurant itself. If the cleanliness, price, location and environment in catering consumption psychology grasp the customer's psychology, then the way to improve the psychological effect in catering is to let your own ideas be accepted and recognized by consumers.

First, clean. Every restaurant has its own standards and inspection system. Of course, consumers have different requirements, and there may always be some consumers who think that cleaning is not done enough. In short, no consumer will think that cleanliness is too good. Therefore, only in practice can restaurants continuously improve their cleanliness according to the requirements of consumers. "There is no best, only better", and restaurants should strive for perfection.

B, price. Of course, it is based on the survival and profitability of the restaurant. Whether consumers can accept it depends on the price of competitors, the relationship between price and demand, price policy and preferential structure. Reasonable price, as a method to improve psychological effect, is very attractive in itself. Similar opening incentives, half-price festival, have many effects.

C. location and environment. From the perspective of improving the psychological effect of catering products, there is an obvious trend to surpass the first two. This is not intended to exaggerate the importance of lots, and the choice of lots is of great significance to attract tourists; How to improve the psychological effect and what kind of atmosphere can attract more customers are all related to the location and orientation of the restaurant.

Of course, the way to improve the psychological effect of catering products is not limited to this. The caterer should carry out it himself. What I'm talking about here are mainly three factors in psychological function.

Second, the psychological effects in the process of catering consumption

The so-called catering consumption process refers to the requirements, preferences, satisfaction and the service and hospitality that consumers hope to get during the dining process after choosing the catering consumption place. Aiming at consumers' psychological thinking, this paper mainly analyzes their psychological effects from two aspects: service attitude and food taste.

A, first look at the aesthetic effect of the taste of food on consumers' psychology. It is impossible for restaurants to apply for patents for their own dishes, cakes, etc. The only things that can be patented are logo and name. The direct consequence of this catering product is that if a new dish can create economic benefits, other restaurants will soon imitate it. Therefore, it is particularly important to work hard from the psychological effect. If you can only get intimate and personalized service once or twice, will you feel particularly respected? Can you bear not to patronize such a restaurant? The aesthetic psychology of food taste pays more attention to the "appearance" of the food, such as the degree of exquisiteness, the color matching between the side dishes and the main course, the decoration of the food and so on. Customers have different tastes, and it is of course up to the diners to evaluate whether they are good or not. Eel, for example, is fresh and top grade, but many people are not used to it because it has fishy thorns. After they are boned, they are skewered with bamboo sticks and barbecued, which is very popular with customers. So these differences can be made up by some changes. The old methods will always be eliminated. To prolong the life cycle of catering depends on whether you actively change or passively have to change when you are on the verge of being eliminated.

B, let's look at the aesthetic effect of service attitude on consumer psychology. The aesthetic of service attitude is mainly to establish a unique and refreshing standard in service mode, and strive to establish a standard consistent with the theme of the restaurant in service etiquette, with "integrity" as the purpose, so that customers feel cordial and caring.

Modern service concept is not enough to satisfy customers, because through imitation, the service that satisfies customers cannot form competitiveness. Therefore, in order to win customers' hearts from the aesthetics of service attitude, it is necessary to make service attitude characteristic, humanized and thematic. Now hotel catering has made a lot of efforts in this direction. In order to attract more holiday and leisure guests, Chongqing Grand Hotel, Chongqing Marriott Hotel and Chongqing Wanyou Kangnian Hotel are developing "themed" parties. For example, in some hotels, guests can enjoy the so-called "emperor banquet". The banquet was hosted by waitresses in ancient costumes, using antique silverware and porcelain tableware and furniture. During the performance of traditional Chinese musical instruments, guests can taste the royal food that only emperors could enjoy in the past. Also, in Japanese restaurants, waiters are kneeling when serving and returning dishes, which makes people eager for respect flock to them. There are many such examples. No matter whether these methods are right or wrong, from the aesthetic point of view of catering services, they have indeed implemented effective psychological effects on the target customer groups.

From the perspective of catering consumption personality psychology, due to the differences in preference levels, it is especially necessary to grasp the taste and service attitude of dishes, and "humanized" flexible services are needed. It is impossible to establish characteristics and gain advantages only by standardizing this fixed model that everyone can learn. Everyone is fighting at the same starting line, and whoever can be better will be ahead.

A, the taste of the food. Basically, it is the aesthetic difference of consumers' taste of food. Catering operators compare with others the characteristics, techniques and tastes of dishes, and the purpose of catering consumers is also the taste and characteristics of products. To extend the life cycle of a restaurant, the taste of the dishes should be special, special and special, and there are many scale problems. It's simple. Sichuanese can eat some spicy food, but there are different degrees of spicy food. Some are enough, some are as spicy as possible, and some people are afraid of spicy food. This is the question of scale. Of course, personality differences cannot be limited to those mentioned above. We don't need to list them one by one. We just look for ways to prolong the life cycle of catering from this angle, that is, we should implement psychological effects on customer consumption personality according to local conditions.

B, look at the service attitude. For consumers' personality psychology, it means timely, appropriate and flexible emergency service and honest and caring humanized service. For the psychological effect of catering, service attitude is one of the most important and flexible factors. For example, a restaurant in a deep lane of a development zone in Chongqing is full every day, which is also a successful example of interpersonal communication. In addition to the rich and thrifty people and a wide variety of dishes, most of the waiters in this shop are laid-off women workers aged around 35. These waiters are all Chongqing natives, who know the social environment, are mature and considerate, and feel like housewives, so the service effect is good. Or planning affordable dishes for guests, or chatting with guests, this "home away from home" service attracts guests from all directions. In addition, in Beijing's old brands such as Dongxinglou, Tongheju, Zhimeizhai and Fengzeyuan, the "buddies" in the store get along like friends, and the regulars know their tastes, likes and dislikes like the back of their hands. If the whole table is booked, the "waiter" will prepare a menu first and the total price will be written on it. Please show it to the host after you are seated. If the food changes and the price increases or decreases, the "waiter" can also make more appropriate suggestions. What's more, if the guest wants a live fish, both methods can be satisfied. Authorized by the hotel owner, "people" have absolute command over the counter. In catering service, there are too many special cases of personalized service, and real catering can only be explored under the consciousness of consumers' psychological satisfaction. Catering needs to be done for a long time. These are all factors.

People's psychology is a science, and the catering industry has a long way to go if it wants to find a way to extend its life cycle from the psychological effects of its guests.