How to create a psychological portrait of a buyer: stages and examples. Consumer properties of a product, their characteristics What is a consumer portrait of a product

Dmitry Shapovalov, business coach

For a long time it was believed that the main way to successfully develop a business is to increase the range of products and maintain a lower price than competitors. In the basis of business plans, it is customary to lay down financial indicators to the maximum, devoting only a small part to human resources. With a certain amount of irony, we can say that the assortment is too large and low prices- the two main reasons for the collapse of companies! Studies show that about 70% of buyers refuse services due to inattention and indifference to their needs, 15% - because of disappointment in the product and only 10% - because someone offered a better price. The rapidly changing situation on the service market strongly dictates the need to put a customer-oriented approach at the head of the company's successful development. If there are no significant differences between your product (service) and their competitors' counterparts, the more there should be differences in the way you do business with people.

Consumer scale

Why is it so important to classify today's consumers? Because the methods of working with each of their categories differ in form and content. Unfortunately, the vast majority of entrepreneurs do not know this methodology. This often leads to mistakes already at the stage of project planning, justification of priority development tasks, and the choice of tools for achieving goals. Many firms cannot really turn around precisely because, for all the attractiveness of the project, they fail to attract the attention of potential buyers and keep them by making them their adherents.

Modern consumers can be roughly divided into five categories:

Potential buyers - people who may be interested in buying goods from you or using your services;

Visitors are people who have visited your firm at least once;

Buyers - those who have purchased one or more products or used one or several services of your company;

Customers - people who regularly buy your products or use services;

Adherents are those who constantly use your product or services and tell everyone what a wonderful company you have.

Potential buyer

We are all potential buyers. Opening the newspaper, we immediately come across a huge number of advertisements. We turn on the TV - and every 15 - 20 minutes an advertising block follows. Radio, billboards, "war paint" of city transport ... everywhere we are offered something. Postmen are delivering hundreds of flyers to homes and offices with offers of "extremely good deals," and the like. Everywhere you turn, someone is trying to offer something for sale.

Potential buyers are the most controversial and mysterious category of consumers. They are essential to the success of a business, and the challenge for any entrepreneur is to attract as many of them as possible.

Potential buyers do not know you, your product and, like most sane people, tend to question your competence. There is only one way to include them in the orbit of your business: to make the potential buyer want to come to you.

As you know, advertising is the engine of trade. For example, newspapers are viewed by a huge number of people every day; therefore, newspaper advertising can be an excellent vehicle for introducing potential buyers to a product or service. There are tons of tutorials on how to write your ad properly. However, there is a strong impression that these manuals are either not read to the end, or they are not read at all. An example of this is a huge number of newspaper ads, like two drops of water similar to each other, as well as a mass flyers, "Without trial and investigation" sent from mailboxes to the trash can. Here are some interesting facts.

Before turning a newspaper page, the reader stares at it for an average of four seconds, and the text advertisements will read only one in ten. Therefore, the heading should be composed in such a way that there is a desire to read the text to the end, that is, to state the paramount and most important thing there. It is necessary to load the first three paragraphs of the text with information as much as possible. Be sure to include a price. Nine out of ten newspaper readers say that price influences purchasing decisions and product choices. Accompanying your ad with an illustration of the product in action will further increase your readership.

Advertising great David Ogilvy said: "Until your ad campaign is built around a basic idea, it will wander in the dark like a ship in the night." You need to find something special in the advertised product. The more such "zest" to describe in the ad text, the easier it will be to sell the product.

Besides newspapers, radio and television advertisements can be used with success. the main objective advertising campaign - to get a potential buyer to come to you for the first time.

Visitors

Visitors are skeptical by nature. They know a thing or two about your business, but they haven't made a decision to buy anything yet. You only have a few seconds to make the right impression on your visitors.

A survey of a huge number of buyers showed that they make a purchase decision in the first eight to ten seconds of being in the store. Four out of ten visitors judge the seller's competence by outward appearance... This statistic is, of course, curious, but it becomes meaningful only when you seriously think about it. It is in the first seconds that a person evaluates the general atmosphere of the store, the attitude towards customers, the layout of goods and advertising. If the staff are polite, if the premises are clean and well appointed, if the goods and services are good enough, and the prices are reasonable and clearly marked, then there is a good chance that many visitors will become buyers. But if a firm fails to meet the expectations of visitors, they leave forever. In business, as in personal life, the golden rule works: "There will be no more second chance to make a first impression."

Buyers

Any purchase is based on two main reasons: getting pleasure from a new thing or service and satisfying any needs of the buyer. If you are able to meet any of these conditions, the deal will go through. From now on, you will have a buyer.

Think about your product or service. How can they be presented in order to fulfill one of the above conditions of the purchase? Find properties in your product that can satisfy the needs of your visitors.

The key to successful work with a customer is a professionally trained staff. It is the salespeople and sales agents who “fight on the front lines” every day for the success of your business. It is their faces that buyers associate with your company.

It is extremely important to give the buyer the opportunity to express their wishes for your business. A shop visitor, oddly enough it sounds, rarely makes complaints about the behavior of the service personnel. At least half of the people who have problems making a purchase (both retail and wholesale) never complain to anyone. Those who decide to state their grievances, as a rule, file a complaint with ordinary employees who are not always able to satisfy it. Therefore, it is not surprising that every company annually loses a substantial part of its customers: having a negative attitude towards it, they simply prefer to go to another store or firm. Top managers, firstly, do not even suspect that they have lost part of their profits, and, secondly, they don’t know why this happened.

Customers are people who regularly buy your products or use your services. This is the stage when a person is ready to buy whatever you offer him. This is the "golden box", the very 20% that make 80% of the turnover of any company.

You need to know the clients. Customers need to offer something special. The client base must be on a special account. As a rule, these people prefer to communicate with those who conduct their business: the seller, sales agent, a manager or with the heads of the company and rarely - with a "representative of the company."

Remember, customers are the best of the best. They rarely abuse their position. They are simply pleased that you treat them in a special way, and they can sometimes give a small, but very valuable thought that never even crossed your mind. It is very important that these thoughts have the ability to reach the upper levels of the company. One of the main reasons for losing customers is inattention to their person.

Adherents

Adherents are people who carry your name to the masses. They tell all their friends and even strangers about you, those who are interested in your product. Free praise is probably the most powerful form of advertising.

The recommendations of the adherents are a huge energy potential of the company, which, unfortunately, is not always used. Take TV commercials. Famous and respected people recommend this or that product, people publicly praise washing powder and gaskets. When applying for a job in any company, you will definitely be asked for recommendations. So why, in small shops and huge supermarkets, the comments of satisfied adherents of this company are nowhere to be seen? Probably worth considering.

How to keep adherents? It is necessary to provide something exceptional only to them and to no one else. In the West, special clubs for such privileged persons have become widespread, membership in which gives participants the opportunity to receive various benefits.

"The buyer is always right!"

The situation in the service market is changing rapidly, and life itself makes entrepreneurs, young and old, turn their eyes primarily to the buyer. Gone are the days when it was a hammered and inconspicuous man - a pawn in a big game. Today's customer is undoubtedly smarter than yesterday's, and what until recently was in the order of things for him is now becoming an anachronism. The times are passing when a store first raised prices and then lowered them a little by announcing discounts. Gone are the days when crowds of people went to the New Year's sale: today “sales” take place almost every day. The times are passing when a customer bought a product at one price, and tomorrow finds it at a lower price. These times are gone forever. Thoughtlessly “pushing” becomes not only unprofitable, but also dangerous for the business as a whole.

Today's customers no longer want to be a gray mass - they want to be human. They want to be recognized and respected, to smile at them and say "thank you." They want you to consider the fact that they are spending their money on your business.

Today's customers compare stores, carefully study the services and offers, slowly examine the labels and inscriptions on the packages, and ask a lot of questions. And the familiar phrase "The buyer is always right!" pronounced without any irony.

Bibliography

Company Management magazine # 8, 2005.

Archive of the Department of the Russian Language of KSU. - Krasnoyarsk, 2000 .-- 68p. 13. Vandakurova E.A. Language portrait of Turukhansk: onomasticon: Course work... Archive of the Department of the Russian Language of KSU. - Krasnoyarsk, 1998 .-- 34p. 14. Vertysheva I.G. Features of the name of a modern Siberian city (based on the material of Novokuznetsk): Course work. Archive of the Department of the Russian Language of KSU. - Krasnoyarsk, 2000 .-- 47p. ...

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Without a clear portrait of a potential client, it is impossible to correctly compile a commercial proposal for the sale of a product or service, and it is even more difficult to address it correctly. The portrait of a potential buyer is the target audience who will most likely be interested in your proposal. It is compiled using the maximum amount of information about consumer demand for a product.

Separation of business segments

It's worth starting the topic with the fact that there are two areas of business - b2b and b2c. The first option is business to business, and the second is for customers. In the first case, as a rule, the question of drawing up a portrait of the target audience is not worth it, since the audience is known to everyone, all that remains is to concentrate efforts on attracting customers. But the second case is what will be discussed below. It is always important for b2c to correctly define the audience, regardless of whether it is online business or offline.

In addition, it is important to know that there may be more than one target audience for a particular activity. Experienced specialists always allocate a main group for work and several secondary ones.

Elements of a portrait of a potential client

Before proceeding to the instructions for drawing up a portrait of a consumer, you need to understand the intricacies of the concept itself. A portrait of a potential client is a complex collective image of a person interested in your offer. When creating this image, you visually "draw" in the head of the target customer, to whom the entire marketing activities your organization. The portrait of the target audience can have a huge number of different characteristics, because the more there are, the more truthful the image will be.

Basic positions for describing the target audience

Any marketer who is first faced with the task of describing the target audience asks himself a few questions:

1. How do you determine who your organization's target audience is?
2. In what period of strategy development is it necessary to choose the target audience?
3. Where to get the data to compile the social portrait of the consumer?
4. What are the characteristics for creating a customer image?
5. How much detail do you need to describe?

Of course, these are not all questions, but, of course, the most basic ones. Next, we will analyze each of the points in more detail. So let's get started.

The target audience

It can be broad - for example, all consumers of milk products, or narrow (only those who buy low-fat cottage cheese at a low cost). The wider this circle, the more unclear the description will be, since in this case it is difficult to determine the pronounced characteristics of the audience.

It is necessary to create a portrait of the target consumer based on the prototype of the brightest representatives, trying to outline the general specific traits that will distinguish your company's customers from the rest of the market audience. When forming the image of your buyer, it is necessary to describe not only regular consumers, but also those who have not yet purchased the product.

At what stage of the strategy should you choose the target audience?

It is necessary to start drawing up a portrait of a consumer after analyzing and segmenting the market, that is, at the stage of developing a positioning strategy. In practice, situations often occur when it is necessary to identify the target audience without marketing strategy, this is especially true for professionals who are just starting to work in a new organization. In this case, you can proceed as follows:

1. Identify the main competitors of the company.
2. Do comparative analysis your company's product and what competitors offer.
3. Refer a mystery shopper to competitors.
4. Describe the value of the product.
5. Understand who is currently the consumer of the product and is loyal to it.
6. Describe your ideal customer.
7. Build an image of the target customer based on the data received.

Where to get information

In order to form the image of a potential consumer, it is necessary to answer some questions:

1. Who buys the product and who doesn't?
2. Why is it being bought or not?
3. What are the criteria for choosing, buying and using?
4. How do consumers feel about the rest of the organization's products?
5. Application experience.

The following sources will help you find answers to all these questions:

All characteristics, on the basis of which the image of the buyer is formed, can be divided into several groups.

Geography

Here you need to set the geographic area where the advertising message will be broadcast. Here it is necessary to determine in which part of the country / region / district potential clients live and are located. It makes no sense to advertise all over the country when your product or service is supplied only in large cities, for example, Moscow and St. Petersburg.

Socio-demographic indicator

It can be divided into three components:

1. Client gender. Representatives of the female and male sex are guided by different principles, respectively, and they make different decisions. Therefore, in order to draw up a portrait of a consumer in marketing, you must first of all determine for whom the product is intended. Quite often it happens that it suits both those and others, respectively, the target audience is men and women.
2. Age of buyers. This is a fairly large block, since each ad offer has its own age category. It is impossible to give an unequivocal answer to this question, it will be necessary to establish some kind of framework, for example, the age of the consumer is young people from 25 to 35 years old. Marketing specialists have long divided human life into several stages (school time, students, the beginning of a career path, career flowering and growth, career end, retirement). It is these stages that should be guided by when drawing up a portrait of the target audience, since each service or product has its own age category, which will sell them better.
3. Education. This criterion helps to understand how the buyer is professionally developed. A lot of targeted advertising campaigns make their own division according to it, it can be a division into those who have one or more formations and an average income level. Most often, this example of a consumer portrait is used by organizations that offer goods and services to wealthy people.

Financial situation

One of the most important criteria when thinking about a customer image is determining the income level of your target customers. Here it is important to understand what kind of check you are counting on and what principles the clients are guided by.

If potential buyers of goods have a low income, then set high cost on the item is impractical. And also it is worthwhile to understand that people with low incomes pay great attention to the price, more precisely, it is the cost that is for them key point when choosing an offer.

Information channels

This is one of the most important issues in the formation of a portrait of a potential consumer. Here it is necessary to establish from which specific sources your future customers receive information and answers to their questions. It can be perfect different channels distribution:

1. Search engines on the Internet.
2. Social networks.
3. Newspapers.
4. Magazines and stuff.

If you are going to engage in attracting customers to a store on an Internet resource, then you should pay attention to specialized sites where people with the same intentions gather and discuss issues of concern to them. The same sites can subsequently be used for their advertising campaigns.

How detailed should you describe the target audience?

When forming the image of a potential buyer, it is necessary to describe the brightest representative. In the process, try to use all the parameter groups mentioned above. Only in this case the description will be truly portrait. After studying this information, a distinct image should form in the person's head. Ideally, add a collage of several photos to the description, which will complement the portrait. It is better to prepare two options: a short one, based on 4-5 criteria, which allows you to superficially separate the target audience from the entire market, and a complete one with the most detailed characteristics, its habits, characteristics, character, and so on.

The picture will be complete and detailed if in the process of creation you try to describe the vector of development of the target audience in the existing format and as it should be perfectly. Such a description will help to understand the key changes that need to be made in the development and promotion of the product.

Step-by-step instructions for drawing up an image of a potential buyer

Having found the answers to all the above questions and armed with the necessary amount of information, you can begin to build a portrait of a potential client step by step. This plan is suitable even for those who do not yet have a formed customer base... In this case, when analyzing, you can use the data of acquaintances who are most likely to be interested in your proposal. And even then, when you have the first real customers (at the first stage, it is enough to analyze the first 10 people), you will need to repeat the procedure. So let's get started:

1. Consideration of a profile on a social network. It is very easy to get some information from such popular resources as Vkontakte or Facebook - gender, age and place of residence of a potential client. This is a very necessary data that should be entered on a computer in a special plate.
2. Analysis of pages and groups in which clients are members and subscribed. This information should also be entered into the previously created table. What is it for? After the portrait of the page and the group in in social networks can be used as information platforms. This means advertising your product on the saved pages.
3. Top three favorite sites. Knowing which resources are most often used by customers will help you place your offer on them in the same way. It always works very effectively.
4. Field of activity. This point can also most often be found out from the questionnaire, and the presence of such information allows us to understand the capabilities and needs of the consumer.
5. Record of questions and problems faced by the client. This will help "tie" your proposal to their solution.
6. Making a portrait of the client based on the information received. All data are summarized in a separate questionnaire-table for each client. As a result, you will have a ready-made image of a potential buyer in your hands.

Working examples of consumer portrait

This is how well-composed target audience images look like:

1. Auditorium for a family psychology specialist performing private practice... An example of a consumer portrait in this case looks like this:

• Female people between the ages of 22 and 44 from major cities.
• They are interested in psychology and follow the news of groups on social networks on similar topics.
• Have at least 3 areas of interest.
• They are actively involved in sports.
• Are fond of philosophy, spiritual values ​​and personal growth.
• High or medium level of earnings.

2. An example of a consumer portrait for an online youth clothing store from designers.

• Male and female people between the ages of 20 and 35 from metropolitan areas and medium-sized cities.
• They are interested in fashion and its trends.
• All have stable employment or are studying in higher education educational institutions, with active life convictions.
• They are fond of several sports, participate in competitions, are in the corresponding groups on social networks.

"Fundamentals of Entrepreneurship" - Entrepreneurship. An example of an advertising billboard. Gross domestic product. Test your knowledge. Legal foundations of entrepreneurial activity. Aspects of entrepreneurship. Nationalization of a monopoly enterprise. Are the following judgments about economic systems... Artworks visual arts and literature.

"Enterprise and Entrepreneurship" - The founders of JSC can be both legal and individuals. Joint-stock company... Classification of enterprises by type of activity. Businessman. Due to their isolation, enterprises are independent. Advantages. Entrepreneurial activity. Organization. Organizationally, it is a production unit.

"Entrepreneur" - Most often - in agriculture and in a professional environment (dentists, engineers, accountants). The content of the lecture. Why are tech firms springing up? Large firms are more likely to hire less professional employees. Key findings of the GEM (4). Contribution of start-ups to economic growth. Why are small businesses more often the incubator than large firms?

"Russian Union of Industrialists and Entrepreneurs" - Legal regulation... The objectives of the commission for the development of integrated development solutions. Current status. Market development forecast. Parties concerned. Industrial park management. Creation of the Coordination Council. Russian union industrialists and entrepreneurs. Immediate plans. Key stages in the creation of industrial parks.

"Entrepreneurial risks" - Associated with a possible decrease in the value of the monetary unit. Insurance Hedging. Quantitative analysis... Social and legal aspect. Leaving the risk zone Refusal to implement. National International. By the sphere of origin. Risk reduction. By the level of losses. Systematic Non-systematic. 2. Basic theories of entrepreneurial risks.

"Club of Young Entrepreneurs" - Be able to explain yourself abroad. Sport. Mentoring Institute. Government order. At the moment, 2 groups have been formed. 1) Basketball. 2) Hand-to-hand combat. 2. Events. The Club members are provided with the following options. School In English... Construction Department. Communicate freely with foreign colleagues and friends.

There are 15 presentations in total

Goals: to acquaint students with the basic needs of the family, shopping rules, sources of information about goods; teach to plan purchases, develop an understanding that the well-being of a family largely depends on the reasonableness of the needs of all its members, the ability to buy according to rational need.

Security: technology textbooks for grade 8, workbook, computer.

Dictionary: rational, false, spiritual, material, physiological, social needs; needs for security and self-realization; level of well-being; certificate of conformity, hygiene certificate, product certification.

During the classes

I.Organization of the lesson.

1. Greetings.

2. Checking the readiness of students for the lesson.

3. Communication of the topic, the purpose of the lesson.

II... Repetition of the passed material.

Oral survey of students on topics:

• The family as an economic unit of society.
• Family entrepreneurship.

• What are the main functions of a family?
• What is the family economy and what are its objectives?
• What is meant by entrepreneurial activity?
• What is profit?

III... Learning new material.

Explanation of the teacher with elements of conversation.
Today we will reflect on how to spend money wisely, and try to develop a clear policy on this issue. So what are the needs of the family.

Needs- this is a conscious need to have something, material or spiritual.

Back in the 18th century, the English economist T. Samuelson noted: "Even those expenses that people consider absolutely necessary, in fact, to a large extent do not represent a physiological necessity, but are dictated by the conventions of social life."

Moderate your needs and become the owner of the whole world!

Doctors advise: you need to get up from the table slightly hungry. It's not a bad idea to extend this principle to the world of things: let us always lack something. This is a normal condition. Of course, there are many temptations in the world that prevent you from adopting this principle. Satisfy one need, and another grows in its place. And this is based on quite understandable human desires - to live better.

When identifying the needs of the family and the order of their satisfaction, we need to take into account the rationality (rationality of needs). Reasonable needs are called so because they come from the word "mind". Not everyone has the patience and desire to reflect on whether he needs this or that thing or not.

There are rational (reasonable) and false (unreasonable) needs. Satisfying false needs is only harmful. These are the needs for smoking, drugs, alcohol, excessive consumption of sweets, etc.

The variety of human needs is very great.

A distinction should be made between:

• material: the need for food, shelter, clothing. They are the basis for all other needs.
• spiritual: the need for culture, communication, classes, art.
• physiological: reproduction of the genus.
• social needs: the need for love, friendship, communication with people who have the same interests.

The set of necessary items for a family varies depending on many factors: achievements scientific and technological progress, the level of material development of society and the level of family well-being.

Welfare- This is an indicator of the provision of a person or family with everything necessary for a comfortable and safe existence.

All financial matters should be resolved at a family gathering, it is here that it should be finally established who and what to acquire in the first place, and who can wait with what.

Let's look at the classification based on rational need:

• Urgent and necessary: things that should be bought immediately (lack of necessities for life or suddenness of need).
• Mandatory: things that ensure the normal life of the family and each of its members.
• Desirable: things of improved quality, increased comfort.
• Prestigious: things of improved quality and comfort.

You must prioritize your family. You should never be guided by someone else's level of income, and therefore expenses. You need to develop your own spending system. And priorities will help you navigate here. This means that you have to establish exactly what you definitely need to buy in the planning period, with which you can wait and without which you will do just fine in the next decade.

Every family should plan their purchases.

All things and objects can be divided into three categories.

The first one is obligatory things. For example, nowadays it is rare that anyone can afford not to have a TV. Things belonging to this group are also called daily necessities.

The second group includes things that are desirable, but not required. . Let's say a flat or LCD TV. However, it is not worth purchasing it in a hurry.

If you are unable to reach an agreement on the purchase of a particular item, you can use the Robinson principle:

• Robinson did not voluntarily become a hermit and, in order to determine the degree of his plight, he calculated its negative and positive sides.
• When planning a purchase, you must weigh all the possible reasons 3A AND CONS. And then make decisions.
• The family budget is the art of maneuvering between the desired and the possible.

If you decide to buy a thing from the category of durable goods, then first you need to find out its quality. Unfortunately, advertising does not provide objective information about the product. But, in order to correctly assess the quality of a product, we need to take into account a number of properties: practicality, convenience, beauty, novelty, originality , compatibility With already existing things and value. The answers to these questions will form a consumer portrait of the product.

Buying a product is to a certain extent creativity, it is a free choice from many options. How not to be mistaken in your choice?

Certain rules must be followed:

• The seller doesn't have to be random;
• Study the market conditions;
• Doubt about the product - do not buy;
• Check the serviceability of the product, its performance;
• Buying a complex household appliances, check the correctness of filling out the warranty card;
• Keep your receipt.

IV. Consolidation of the studied material.

Practical work.

Exercise 1:

• make a list of things you would like to have;
• sort these things into priority groups;
• analyze the need for a purchase.

Task 2: Test.

1. Can you always tell to the nearest ruble how much to money in your wallet?
2. Do you think that mutual gifts on the occasion of birthdays, holidays have lost their meaning now?
3. Many people willingly buy clothes in second-hand stores. Are you one of them?
4. Do you think the cheapest tickets are best for the theater?
5. Do you manage to save at least a few rubles every month?
6. If you unexpectedly received a large inheritance, would you work?
7. Many argue that it is more profitable to buy only expensive and top quality items. Do you think so too?
8. Do you enjoy giving gifts “just like that” for no reason?
9. There are people who try not to buy things in installments (credit). Are you one of them?
10. Sometimes they say: we live once - there is no need to postpone it just in case. " Do you feel the same?

Answer "Yes" estimated at 10 points,"No" -0. The sum of marks for 1-5th questions (sum A) shows if you are frugal (or even stingy). The sum of marks for the 6-10th questions (sum B) shows if you are generous (or even wasteful).

If the amounts are equal, then you can be both frugal and generous. For different amounts, subtract the smaller from the larger and see what happens.

Sum A is more than Sum B by 10-20 points. You belong to the thrifty people who spend money deliberately. You are not petty, but you like to feel financially secure.

At 30-40 points. Generosity is not your thing. The fact of owning something gives you great joy. You are genuinely upset if you have to spend a large amount.

50 points more. You are stingy. It is difficult to explain your passion for saving even by the desire to provide for yourself in old age.

Sum B is more than sum A by 10-20 points. You are a sympathetic person, generous. You are not particularly attached to money, but you also do not throw it down the drain.

30-40 points more. If you had a lot of money, you would find a use for it. You love to shop, don't you?

In other words you live carefree, called "With day by day ".

On the 50 pointsand more. You are applying With money as a squander. Do not hesitate to consult With someone who can teach you how to shop. Otherwise, you will inevitably face financial troubles.

V... Learning new material (continued).

1. Explanation of the teacher.

1) Information about the goods.

As we have already said, before buying any product, it is necessary to collect information about its consumer qualities. Product information plays an important role. Where can we get reliable information about the technical and operational qualities of the thing?

To the greatest extent, the buyer is interested in information about the quality of the product and its safety. The document certifying the quality of the goods is a certificate. Currently, most of the goods and services are certified.

Certification Is the activity of detecting and confirming the conformity of products to the established requirements.

A certificate is required for all types of goods. At the same time, some types of products and goods need hygiene certificate, and on others - certificate of conformity. However, in many cases, both types of certification are required. Hygienic certificates are issued by the bodies and institutions of the State Sanitary and Epidemiological Service.

Because commercial enterprise is responsible for the quality of the goods sold, then it is obliged, at the request of the buyer, to provide him with a certificate for this product or its certified copy.

Conversation on questions.

• Where do you get information about products and services?
• Do you trust advertisements?
• What products do you think require a hygiene certificate?
• Are you interested in the seller's certificate?
• Will you buy a product if the seller does not have a certificate?

VI... Summing up the lesson.

Closing remarks from the teacher.

Every family should know how much and what it needs. But life is life, all of us have our weaknesses, sometimes you come across a thing that you don't need at all, but you really want to have it. Well, give yourself such joy. But do not be lazy to plan your purchases, refuse unplanned expenses. Learn to buy exactly the things your family needs.

Check the implementation of practical work.

Post marks.

Homework: Bring labels from various products to the next lesson.

Office cleaning.

Family needs 8 class.

Goals:

a) to form an idea of ​​the needs of the family;

b) introduce the basic terms of the lesson;

c) talk about the rules for purchasing goods.

Lesson plan

Organizing time

Repetition of the passed material.

Answer the questions:

What is individual entrepreneurship?

What is meant by entrepreneurial activity?

What is profit?

The main content of the lesson

Need - it is a conscious need to have something, material or spiritual. To satisfy his needs, a person must work.

When identifying the needs of the family and the order of their satisfaction, we need to take into account the reasonableness of the needs.

Existsrational (reasonable) andfalse (unreasonable) needs. Satisfying false needs only brings harm. These are the needs for smoking, drugs, alcohol, excessive consumption of sweets and T. etc.

Distinguishmaterial andspiritual needs. Material needs include the needs for food, shelter, and clothing. They are the basis for all other needs. Spiritual needs- it is the need for culture, communication, knowledge, enjoyment of art, etc.

Of course, human desires cannot be reduced to material needs alone. His needs are very diverse. American psychologist Abraham Maslow proposed the concept of "pyramid of needs", which, in his opinion, describes all the diversity of human needs and desires along the ascending line(diagram 1).

Scheme 1 .

"Pyramid of needs" A. Maslow

The need for self-realization (achieving the best professional, sports results, scientific discoveries)

Need for respect from others and self-respect

Social needs (love, friendship, communication with people who have the same interests)

The need for security (protection from criminals and external enemies, protection from poverty and help with diseases)

Physiological needs (food, clothing, shelter, reproduction)

The set of necessary items for a family varies depending on many factors: achievements of scientific and technological progress, the level of material development of society and the level of family well-being.

So, your great-grandmother in her youth would hardly have thought that in the kitchen you need to have a mixer for whipping cream, and your great-grandfather probably did not associate his everyday existence with an electric shaver.

Buying things or groceries- the focus in which many rays of the economic component of the family gather: welfare, satisfaction of needs, planning, cash settlement, interpersonal relations, division of labor, management, parenting, frugality.

For any family, the list of things to buy will be strictly individual, since each family has its own level of income, its own needs and, therefore, its own expenses. The purchase is preceded by painstaking and long-term preparation. The rush to buy can be ruinous.

All items to be purchased can be divided into four groups.(Table 1).

table1 . Classification of purchases based on rational need.

Level of needs	Characteristics of a group of things
Urgent	Things to buy immediately. (Urgency is determined by the vital necessity of a thing or a suddenly arising need for it)
Mandatory	Things that ensure a normal life for the family and each of its members
Desirable but not required	Things of improved quality, increased comfort
Prestigious	Exclusive items

All things and objects that surround us lend themselves to a similar classification: furniture, clothes, dishes and etc. When planning a purchase, cut a sheet of paper in half, list all the possible pros and cons, and only then make a purchase decision.

Using the example of buying a wooden shelf for books, we will analyze the positive and negative sides goods(Table 2).

Approximate stages of making a purchase.

Compilation of lists of necessary goods.

Collection of information. We learn about possible options, quality of goods, their service life.

Wooden bookshelf
Per purchase	Against buying
The ability to store books, cassettes, papers, etc. Closes free space on the wall Decorates the room Books and objects collect less dust	Bulky compared to a metal shelf High price

The planned purchases are “tied” to the corresponding stores: household, book, jewelry, children's. This eliminates unnecessary shopping trips and unnecessary temptations.

The moment of purchase. The most responsible, but also the most pleasant stage.

Evaluation of the purchased product or service.

To correctly assess the quality of the product, you need to makeconsumer portrait of a thing, which takes into account the properties of the product:practicality, convenience, beauty, novelty, originality, compatibility with existing thingsand value (tab.3).

	Originality	Non-standard, originality, compliance with individual tastes, the ability to emphasize dignity of the buyer (interior) or hide his flaws
	Compatibility	Compliance with previously purchased things, the ability to fit into the interior
	Value	The property of a thing to preserve and even increase its use value
	Quality	The collection of all purchase properties

When purchasing things, you need to know the rules of purchase

(diagram 2).

Table 3. Consumer portrait of a product

№ p / p	Property	Content
	Practicality	Reliability in use, usefulness, compliance with the name of the product
	Convenience, comfort	Ability to create a sense of comfort in the home or individual experience
	beauty	Compliance with aesthetic tastes, workmanship
	Novelty	Compliance with fashion, modernity

Scheme 2

Each of us has to be a customer. In exchange for money, we purchase certain goods and services. Even someone who works as a seller is not relieved of his “work” as a buyer.

Buying a product or service requires creativity to a certain extent; as a rule, this is a free choice from many options.

Practical work N 3

Calculate the cost of purchasing the things you need for a grade 8 student (clothes, shoes, textbooks, stationery, etc.).

Identify the positive and negative qualities of 2-3 things you purchased (Table 3).

Take, for example, 2-3 pens, pencils or screwdrivers and compare these objects in shape, size, weight, color, materials. Which ones look expensive in appearance and which ones are cheap? If you were to purchase just one of these items, which one and why would you choose it?

Lesson summary.

In the lesson, you learned about the needs of the family, got acquainted with the basic concepts of this topic(rational, false, spiritual, material, physiological, social needs; needs for security and self-realization; level of well-being) and learned how to shop properly.

Homework.

Answer the questions:

1. What is a need?

2 . What types of needs do you know?

3. What groups are things divided into according to the degree of importance?

4 . What are the requirements for the purchase?

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