Customers from the restaurant in front of the door, the first to see where? What is the impression of the restaurant that impressed him? Like? Numb? Or is it offensive? After entering the restaurant can not produce the desire to consume? It is true that there are various problems in opening a restaurant. Therefore, the food and beverage practitioners in the restaurant should pay attention to the study of consumer psychology, only to fully understand, in order to effectively make a series of marketing activities for customers, so as to enhance the restaurant business performance. Here, Xiaobian to take you to explore the consumer psychology.

　　和餐饮行业经营密切有关的消费心理有品质心理、求廉心理、从众效应和光环效应这几种，不同商圈的顾客，因为每个人的消费能力、宗教信仰、生活方式、社会地位、教育程度的不同，他们的消费行为和倾向也是不同的，经营者应该根据具体的情况，区别对待。

　　And the catering industry management is closely related to the quality of psychology, consumer psychology for cheaper herd mentality, effect and halo effect that several different values for customers, because everyone's consumption, religion, lifestyle, social status, education level, their consumption behavior and the tendency is different, the operator should according to the the specific situation, distinction.

　　1、消费品质心理

　　1, consumer psychology

　　品质心理一般存在于高档消费人群的主要心理状态中，在消费能力已经不是问题的时候，对品质生活的追求成为这类人的向往，有些人甚至认为“不怕贵，就怕品质不好”成为消费主流。部分休闲场所也开始主打自己的“品质”牌，一份普通的盖饭或者面，品质稍微好点，就能定价为几十元甚至几百元，获利颇丰。在消费形态上分极化十分明显而且具有品质心理的顾客正在不断的增加。

　　The main psychological state of psychological quality in high-end consumer groups, while consumption ability is not a problem, the pursuit of quality of life has become this kind of person is yearning, some people even think that "are not afraid of you, but the quality is not good" has become a mainstream consumer. Some leisure establishments also began to hit their own "quality" brand, an ordinary rice or noodles, quality can be a little better, pricing for tens of dollars or even hundreds of yuan, profits. In the form of consumption polarization is very obvious and the quality of the psychological customers are increasing.

　　2、消费求廉心理

　　2, consumer seeking cheap psychology

　　这种心理是作为普通大众消费人群都有的心理，在品质是能够达到一定的保证下，价位相对低的产品消费者更喜欢。在城市化进程明显的今天，人们的生活节奏在变快，快捷实惠方便的餐饮店受到大众的喜欢，外出就餐变的更为普遍，实惠好吃的餐饮店迎来大批的消费群体，像是惠美饺子这样经济、实惠的快餐店给人们带来了不少便捷。而且，在质量不变、价位更加实惠的快餐店中，受众人群要远高于追求品质心理的消费人群。

　　This kind of psychology is the psychology of the masses as the general public consumption, in the quality is able to achieve a certain guarantee, the price is relatively low product consumers prefer. In the city the process significantly today, people's life rhythm faster, convenient fast and affordable restaurants popular love, dining out become more common and affordable delicious restaurants ushered in a large number of consumer groups, like dumplings, Hui Mei such economic affordable fast food brings people many convenient. Moreover, in the quality of the same, more affordable price of fast food restaurants, the audience is much higher than the pursuit of quality psychology of the consumer population.

　　3、消费从众心理

　　3, consumer conformity psychology

　　“大家的选择一定会不错”这是典型的从众心理，我们经常可以看到一家美食街上明明有很多相似的餐馆，往往一家客流踊跃，其他几家却少有人问津。为什么会有这种现象呢，不见得是他店内的口味不好，极有可能是头几桌的客人多，让人感觉人气旺而形成了从众心理。

　　"We must choose good" this is typical of the herd mentality, we can often see a delicacy on the street when there are many similar restaurants, often a passenger to several other, but few people interested. Why is there such a phenomenon, it is not the taste of his shop is not good, it is likely to be the first few tables of guests, people feel popular and formed a herd mentality.

　　4、消费光环效应

　　4, consumption halo effect

　　这种餐饮店体现最明显的就是明星开店，由于对开店的明星老板的喜爱，而进一步对他的餐饮店充满期待。也好比是一些本就很有名气的店面，比如说惠美饺子，或许你之前没有吃过这家店，但是通过在广告中，日常人们的口中经常能够听到这个品牌，从而在你心中形成了一个光环效应。顾客愿意选择这样的店面是出于对品牌或者明星本人的信任。

　　This restaurant reflects the most obvious is the Star shop, due to the shop owner's favorite star, and further to his restaurant full of expectations. It is some of the very famous stores, such as Hameg dumplings, you probably didn't eat this store, but by advertising, people's daily mouth often can hear this brand, so in your heart to form a halo effect. Customers are willing to choose such a store is out of the brand or the star of my trust.

　　上述所说的各种消费心理并不是彼此独立出现的个体，而是彼此互相影响的相互作用混合体，会在不同商圈中出现，掌握到顾客的消费心理能让餐饮从业者更好的经营餐馆。

　　The individual said a variety of consumer psychology are not independent of each other there, but the mixture of mutual influence each other, will appear in different values, to grasp the customer's consumption psychology can make better restaurants catering practitioners.