Laizhou is my hometown, a small town of 1878 square kilometers. The population is only about 860,000. Laizhou is a place with strong historical and cultural heritage. People’s lives in this small town are very simple, and most families are very traditional. The simple life also causes the subculture to spread slowly and exist in a small number. In my memory, the popular elements of small cities rose much slower and lasted for a short time than those of large cities, which was determined by family reasons or social conditions.
Students’ lives are learning and tutoring. The parents’ life is to work and take care of the old and the children. In short, the town has very little entertainment, and the rise of popular elements has been slow.
When I was young, I thought the most fashionable things were in the shopping mall, so my favorite was the shopping mall. The opposite is the feeling of going to the market. My grandma especially likes to take me to the market to buy food and other daily necessities.
When I was young, I didn’t feel much, but when I grew up, I didn’t like the market environment. The environment was dirty and chaotic, and the noise made me reluctant to go to the market. The distinct feeling of these two environments and the change of mentality are a strong contrast that makes me want to explore.
The bazaar is an outdoor trade, and the most obvious sign is the parasol. Vendors usually open at 5:30 a.
m. Most of them are vegetable sellers. The temperature is not high in the morning, and the sun is not dazzling. This time is the freshest time for vegetables. Most vendors spend a whole day at the market, so parasols are a must. Not only is it to protect yourself and your customers from the sun, but it also prevents your vegetables or fruits from wilting in the sun. The must-have items for every vendor are Mazza (a Chinese bench that folds and carries easily) and Fanny packs. Sellers’ fruits and vegetables do not need tables. There is a piece of cloth, and the vegetables, and fruits are on the top of it.
The height of the Mazza makes it easier for them to bag the product. It’s also easy to carry, saving them space. The Fanny pack makes it easy for them to collect money and change money. The next thing I want to talk about is the scale. Nowadays, most of the bazaar USES electronic scales. However, when I was a child, the steelyard was a must for every vendor. The names of the vendors are usually pretty straightforward. Add your last name to the product you’re selling, or put the product right on the billboard. People can find what they want to buy very directly. Most advertisements use bright colors like red to attract customers.
Most of the people who go to the market to buy things are middle-aged and old, and the young people have little. The vendors wear clothes designed to protect themselves from the sun. Vendors without umbrellas wear hats and long-sleeved clothes to shade themselves from the sun. Clothes are cheap. Meanwhile, most of the colors are pollution-resistant, such as black and gray. No vendor would wear white clothes to sell products. Customers who go shopping usually wear casual clothes and casual styles. Shoes are flat shoes or slippers that are easy to walk in.
‘Bargaining’ can well reflect the symbolic interaction of Brumer. In addition to the buyer and seller’s position factor, more is the habit problem. ‘People are bargaining, why don’t I?’ Many customers think so. Of course, in this common practice, appropriate bargaining becomes an unspoken rule. The seller will set aside part of the bargain space. Customers are divided into three kinds, and one kind is the primary buyers (never bargain), is a kind of intermediate buyer (bargain) average, the last one is senior buyers (can estimate to the base one is senior buyers (can expect to the base price).
The bargainer determines the minimum psychological price of the peddler according to the reaction of the peddler. And peddlers in this process will try not to reveal their mental base price. Here are a few behaviors that are used by the person who is bargaining. 1. The bargaining did not meet their psychological expectations and turned to leave. Express no feelings. Don’t look happy when you see something you like. In this case, you lose the bargaining power. Point out some defects in the product. Vegetable leaves rot places. Products have wear and tear, scratches and so on. These defects are used to drive down the price. People are constantly summarizing the methods of haggling price, and traders also get the methods of restraining haggling price according to these methods.
Compared with the market, the mall is indoors and has a perfect shopping environment. The most visible symbol in the shop is the salesman. Salespeople can give customers more comfortable shopping experience. Every shop assistant will have a uniform overalls. Usually, clothing stores’ work clothes are clothes from clothing stores’ brands, which can give customers a straightforward understanding of the effect of clothing on the upper body. Jewelry stores are usually black uniforms, giving people a sense of rigor and sophistication. The shop owner USES the characteristics of the shop assistants’ working clothes to let customers know what the characteristics of the shop are. This concept is the business strategy extracted from Charles Cooley’s ‘look-glass self’ theory.
Every salesperson requires to have an excellent attitude towards customers. Salespeople are not allowed to bring emotions from their lives to work. Every salesperson carries out the work attitude extracted from the theory of drama. Beautiful billboards and unique names are an essential way to attract customers. From the billboard design, we can fully see the difference between the mall and the market. The traders in the market have low profits and don’t have enough money to spend on advertising. But the prices are high, and the benefits are high. This gives the store enough money to advertise to attract more customers. The air-conditioning adjusts the indoor temperature so that customers prefer to stay indoors. Smoke detector, the closed nozzle can predict fire hazards and eliminate them. Monitors reduce theft and give customers a safe shopping environment. The use of these facilities is completely absent from the bazaar.
Like Jane Jacobs’s hybrid space theory, shopping malls apply this very well to the layout of shopping malls. It can be seen from the floor guide that the functions of each floor are different, such as snacks and desserts, women’s wear, men’s wear, children’s brands, movies, and restaurants. Functional areas allow people to go to their destinations very directly. And these features allow people to stay in stores for a long time. In addition to the orderly arrangement of shops, shopping malls also provide a lot of rest space. The combination of decorative art and resting place makes full use of the idle area of the shopping mall. Most of the people who go to the mall are young people. Males mainly accompany females, and the majority of shopping population are females. People who go shopping at the mall wear pretty casual clothes. Flat shoes make shopping easy. Meanwhile, the air conditioning in the shopping mall allows customers to choose the clothes they want to wear at will. The young girls are all wearing fashionable clothes.
Compared with the bazaar, ‘bargaining’ does not exist in the market. The store will offer a discount during the event. But customers can’t bargain with the store. People who come to the mall have a ‘tag’ relative to the people at the mall. Bargaining was not a great pleasure to them. They want to be elegant and generous, not fussy. There are many more payment methods in the shopping mall than in the market, such as credit card payment and payment software payment. The same person feels different in markets and markets. This can be explained by ‘Situational determinism’. In my case, I dress very casually in the market. Wear a T-shirt casually and sometimes go shopping in a pair of slippers. Inquiries at the fair are made loud in our local dialect. When I was in the mall, however, I adjusted my behavior and asked questions in Mandarin. Before going to the store, I will wear a suit of beautiful colors and then apply light makeup.
From a cultural point of view, most sellers of vegetables have low education level, many of them can’t speak Mandarin. Therefore, customers will also choose a comfortable way to communicate with each other because of this environment. Because the profit from selling goods is low, it costs little to dress up. The market price is much smaller than the market price. Regarding income level, peddlers’ unit price is low, and quantity mainly makes the profit. Most people go to the market to buy vegetables because the cost is low and the income level is lower than middle level. On the contrary, the price of goods is high, and the profit is high. The income level of the major consumer customers is medium to high. High cultural quality, understand basic etiquette.
The market originated in the Yin and Zhou dynasties. In the old days, to facilitate people to trade goods, the set date was set at a conventional time. There were two kinds of individual markets in ancient times. One is seasonal, and the other is non-seasonal. Seasonal special markets, mostly selling seasonal goods. Non-seasonal special markets, on the other hand, mostly sell necessities of life, such as vegetable markets, fish markets, rice markets, tea markets and horse markets. Dinghai road market is rising because residential buildings surround the market. Most of the people in the residential buildings are old people. The history of the fair is uncertain. My grandma told me that it existed when she was young. The establishment of the market has a great spontaneity, not a lot of historical elements.
The Liqun mall is 70 years old and has been in our town for 12 years. This is a cross-regional, comprehensive joint-stock business group. Department stores date back to the Qianlong period. Emperor Qianlong’s private visit to the south of the Yangtze river found a shop full of goods and goods. Then the emperor winced at the shop and asked for the shovel. The store did not, and the store later renamed itself ‘department store.’ Now the various functions of shopping malls are available so that people can find what they need in shopping malls.
The research on the environment, facilities, customers and payment methods of shopping malls and markets in this article reminds me of the customer psychology that I have never thought of before. The contrast between shopping malls and markets highlights the advantages of shopping malls – the environment. A clean and clean environment with a sense of design will attract customers. We often say that things on the market sometimes have the same purchase price as things on the market, but the selling effect is different. The bazaar needs ‘packaging.’ Unlike shopping malls, the atmosphere is very lively. By atmosphere, if the market has a good ‘packaging,’ there will be a better consumer market. What the market lacks is a market for young people. Young people love novelty. Each function area has its style if the market can organize the function area. The market will become a new consumer culture. It can be seen that mastering the psychology of consumers can improve economic benefits.