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Analysis of consumer decision-making process in market research

2024-07-18 15:14:50 Source: Champ Consulting Visits:0

Analysis of the stages of the 1. consumer decision-making process.

Problem identification stage: This stage is when consumers realize they have an unmet need. Through questionnaires, in-depth interviews and other methods, Shangpu Consulting helps companies identify the potential needs and motivations of consumers. For example, in a survey, Shangpu Consulting found that consumers' demand for healthy food is increasing, which provides direction for companies to develop new products.

3. Evaluation and selection stage: Consumers compare and evaluate the collected information to form a purchase intention. Shangpu Consulting uses tools such as SWOT analysis and multi-dimensional evaluation models to help companies assess the competitiveness and differentiation of their products in the market. In a market survey of home appliances, Shangpu Consulting provided enterprises with a series of strategies to improve products and adjust prices by evaluating consumers' selection criteria.

4. Purchase decision stage: The consumer makes a purchase decision after weighing all the factors. Champ Consulting studies consumers' purchase decision factors and purchase channel preferences through simulated purchase experiments and purchase path analysis. For example, in an automobile market survey, Shangpu Consulting found that consumers are more inclined to offline experience and consultation when making purchase decisions, which provides a basis for the company's channel layout.

5. Post-behavioral evaluation stage: consumers evaluate products or services after purchase, which will affect their future purchase behavior and brand loyalty. Champ Consulting understands consumer satisfaction and feedback through tracking surveys, online review analysis and other means. In a hotel service survey, Champ Consulting helped hotels improve service quality and customer satisfaction by analyzing consumers' post-evaluation.

Application of Consumer Decision Process in 2. Market Research

In market research, Shangpu Consulting not only analyzes the decision-making process of consumers, but also applies these analyses to the market strategy of enterprises. Here are some specific application cases:

1. Product development: Champ Consulting provides a basis for product development by analyzing the needs and preferences of consumers in the decision-making process. In a cosmetics market research, Shangpu Consulting found that consumers' demand for natural ingredients and personalized customization is increasing. Based on this discovery, the company launched a series of cosmetics containing natural ingredients and customizable, which received enthusiastic response from the market.

2. Brand positioning: Champ Consulting uses the information evaluation results in the consumer decision-making process to help companies position their brands. In a clothing brand survey, Shangpu Consulting helped companies clarify the brand's fashion and high quality positioning by analyzing consumers' perceptions and expectations of the brand, and strengthened this image through marketing activities.

3. Marketing strategy: Champ Consulting formulates targeted marketing strategies based on the purchasing behavior and preferences of consumers in the decision-making process. In a survey of electronic products, Shangpu Consulting found that consumers are very concerned about the cost performance and after-sales service of products when making purchase decisions. Therefore, the company has adopted the strategy of providing cost-effective products and high-quality after-sales service, and has successfully increased its market share.

4. Customer relationship management: Champ Consulting helps enterprises to carry out customer relationship management by analyzing consumers' post-purchase evaluation. In a telecom service survey, Shangpu Consulting helped companies optimize customer service processes and improve customer satisfaction and loyalty by analyzing consumer feedback and suggestions.

3. Conclusion

The consumer decision-making process is an important part of market research and has important guiding significance for the formulation of market strategy. Through in-depth analysis of consumers' behavior and psychology at various decision-making stages, Shangpu Consulting provides enterprises with powerful market insights and strategic suggestions. In the future market environment, Shangpu Consulting will continue to use professional market research methods and tools to help companies better understand and meet consumer needs and achieve sustained market success.

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