Customer Demand Psychology
The demands of customers will define the service content of enterprises. With the improvement of consumers' consumption level and the transformation of their consumption concept, customers' demand for services is also constantly updating and increasing. As a professional nail technician, one must understand the psychological needs of customers and provide accurate services according to the different needs of different levels and types of customers in order to satisfy them.
Human beings are forever-seeking higher animals. When one need is met, another emerges. Human needs are diverse and can be categorized into material, spiritual, and social needs. Psychologist Maslow divided human needs into seven levels:
1. Physiological Needs
Physiological needs form the foundation, satisfying the life instincts of humans. The most essential needs are air, water, food, and survival.
2. Safety Needs
When physiological needs are satisfied, safety needs arise. People seek security in their living conditions, including disaster prevention, protection from harm, healthcare, and consolidating their own territory.
3. Love Needs
When physiological and safety needs are secured, material satisfaction promotes an increase in spiritual desire, leading to the emergence of love needs. People yearn for love, family affection, and friendship. They hope to appear younger and more beautiful, to adorn themselves, and to gain admiration from the opposite sex, desiring attention from the world.
4. Self-Esteem Needs
When love needs are fulfilled, people will seek to achieve higher-level desires, which involve being respected, longing for success, hoping to be trusted, recognized, and affirmed by society. This includes reputation, status, power, praise, and respect.
5. Cognitive Needs
After self-esteem needs are met, people may feel a lack of knowledge, spiritual emptiness, and sluggishness in action, leading to a desire for understanding, exploration, learning, further education, and improvement. In the ocean of knowledge, people come to know themselves, seek greater development and elevation, gradually transforming from material nobility to spiritual nobility.
6. Aesthetic Needs
When basic needs are satisfied, people will propose higher-level and more advanced requirements. Due to changes in social environment and conditions, higher-level needs will dominate. Beauty is not only a high-level need but also a form of spiritual enjoyment — a process of fulfilling self-needs, requiring personal tidiness, cleanliness, beauty, and joy.
7. Self-Actualization Needs
Self-actualization represents the highest realm of human needs. It refers to the full potential of individuals being realized, seeking personal achievement, realizing personal value, and allowing talent to develop, expand, and extend. This forms the pinnacle of the pyramid of human needs.
Due to these seven aspects of needs, people will learn to consume in order to meet and realize their own needs. Consumption methods vary greatly based on cultural attainment, personality traits, social status, and age differences. Therefore, when customers consult about nail art services, it is essential to fully understand and position their psychological activities, comprehending what they think, need, seek, and desire.
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