Hierarchical model of 1. consumer demand

Consumer demand refers to the utility or value that consumers want when they buy and use a product or service. Consumer demand is the basis of market demand, but also the starting point and destination of marketing. However, consumer demand is not static, but changes with the changes of consumers' personality, experience, environment, psychology and other factors. Consumer needs can be divided into different levels, according to Maslow's hierarchy of needs theory, consumer needs can be divided into five levels: physiological needs, security needs, social needs, respect needs and self-realization needs. The needs of these five levels are from low to high, and high-level needs will not be produced until the low-level needs are met. For example, when consumers' physiological needs are met, they will pay attention to their security needs, such as whether they have a stable income, whether they have insurance, whether they have a safe place to live, and so on. When consumers' safety needs are met, they will pay attention to their social needs, such as whether they have close friends, whether they have a sense of belonging, whether they have social support, etc. By analogy, the needs of consumers will continue to sublimate until they reach the needs of self-realization, that is, consumers can give full play to their potential and realize their ideals and values.

In addition to the hierarchical division, consumer demand can also be divided according to the degree of clarity, that is, whether consumers clearly know what they need. According to this standard, consumer demand can be divided into three types: explicit demand, implicit demand and potential demand. Clear demand means that consumers clearly know what they need, can clearly express it, and can find corresponding products or services to meet their needs. For example, if consumers need a computer, they can choose the right computer product according to their budget, performance, brand and other requirements. Recessive demand means that although consumers have certain needs, they are not sure what they need, or they cannot express it clearly, and they have not found suitable products or services to meet their needs. For example, consumers need a tool that can improve work efficiency, but they don't know what kind of tool they need, or how to describe their needs, and they haven't found such a tool on the market. Potential demand means that consumers have not yet realized that they have such a demand, or have not yet formed a demand, but if there is a suitable product or service, it will stimulate consumer demand. For example, consumers have not realized that they need a device that can access the Internet anytime and anywhere, but when the smart phone appeared, it stimulated the demand of consumers, making the smart phone a must-have product.

From a marketing point of view, the potential needs and pain points of consumers are the most valuable because they represent the unmet needs of consumers, as well as the opportunities and potential of the market. Consumer pain points refer to the problems, difficulties, dissatisfaction or inconveniences that consumers encounter when using existing products or services. It reflects the gap between consumers' needs and expectations and reality. The pain points of consumers can be clear, hidden or even potential. For example, when consumers use traditional printers, they may encounter clear pain points such as exhausted ink cartridges, paper jams, and slow printing speed. They may also encounter hidden pain points such as low printing quality, high printing costs, and single printing functions. There may even be potential pain points, such as inability to print anytime, anywhere, inability to print multimedia content, etc. If we can find the potential needs and pain points of consumers through consumer research, and provide corresponding solutions, we can create differentiated products or services, win the favor and loyalty of consumers, and gain competitive advantage in the market.

Methods of 2. Consumer Research

Consumer research refers to the process of collecting and analyzing consumer information in various ways to understand consumer needs, preferences, behavior and satisfaction, so as to provide a basis for marketing decisions. Consumer research methods can be divided into two categories: quantitative research and qualitative research. Quantitative research is the collection and analysis of large amounts of quantifiable data to arrive at a representative and universalConclusion. Qualitative research is the collection and analysis of small but in-depth data to arrive at insightful and enlighteningConclusion. Quantitative research and qualitative research have their own advantages and disadvantages, which are suitable for different scenarios and purposes. They usually need to be combined to form mixed research to obtain more comprehensive and accurate consumer insights.

(I) quantitative research

Quantitative research refers to the design and implementation of a certain sampling plan, a certain number of consumers to conduct regular questionnaires, observations, experiments, etc., to collect quantifiable data, and then use statistical methods for analysis, to obtain a representative and universal.Conclusionof the process. The advantage of quantitative research is that it can obtain a large amount of data, improve the credibility and generality of the results, and also make objective measurements and comparisons to discover the relationships and patterns between the data. The disadvantage of quantitative research is that it can not deeply understand the motivation, attitude, feeling and meaning of consumers, nor can it find the potential needs and pain points of consumers, but can only reflect the superficial phenomena and behaviors of consumers.

There are several common methods of quantitative research:

Questionnaire survey: Questionnaire survey is designed by designing a series of questions, issuing or sending questionnaires to consumers, allowing consumers to fill in or answer by themselves, and then collecting and analyzing the data of the questionnaire to obtainConclusionThe method. The advantages of questionnaire survey are that a large amount of data can be collected, the operation is simple, the cost is low, and it can also be standardized and quantified. The disadvantage of questionnaire survey is that it can not obtain the deep-seated information of consumers, nor can it explain the reasons behind the data. Moreover, it may be affected by consumers' subjectivity, prejudice, misunderstanding, arbitrariness and other factors, resulting in distortion and deviation of data.

Observation: Observation is to record and analyze consumer data by directly or indirectly observing consumer behavior, expressions, actions, scenes, etc.ConclusionThe method. The advantage of observation is that it can obtain the true and objective information of consumers, which is not affected by the subjectivity and prejudice of consumers, and can also discover the hidden needs and pain points of consumers. The disadvantage of observation is that it cannot obtain the internal information of consumers, such as motivation, attitude, feeling, etc., nor can it communicate and interact with consumers, and it may be affected by the subjectivity, prejudice, misunderstanding and other factors of the observer, resulting in distortion and deviation of the data.

Experiment: The experiment is to stimulate or intervene consumers by designing and controlling some variables, then observe and measure the consumer's response, analyze the consumer's data, and obtainConclusionThe method. The advantage of experiments is that they can obtain information about the causal relationship of consumers, and they can also be accurately measured and compared to discover the potential needs and pain points of consumers. The disadvantage of the experiment is that it can not obtain comprehensive and comprehensive information of consumers, nor can it reflect the real and natural situation of consumers, and may be affected by the design, operation, environment and other factors of the experiment, resulting in distortion and deviation of the data.

(II) qualitative research

Qualitative research refers to the design and implementation of a certain sampling plan, a small number of but representative consumers to conduct in-depth interviews, discussions, observations, etc., to collect difficult-to-quantify data, and then use hermeneutic methods to analyze, to obtain insight and enlightening.Conclusionof the process. The advantage of qualitative research is that it can obtain information about consumers' motivations, attitudes, feelings and meanings, as well as discover consumers' potential needs and pain points, provide consumer stories and cases, and increase the vividness and persuasiveness of the results. The disadvantage of qualitative research is that it can not obtain a large amount of data, reduce the credibility and generality of the results, and can not be objectively measured and compared, and it is difficult to find the relationship and law between the data.

There are several common methods of qualitative research:

Interviews: Interviews are through one-on-one conversations with consumers, asking some open-ended questions, guiding consumers to freely express their thoughts, feelings, experiences, etc., and then recording and analyzing consumer data to arriveConclusionThe method. The advantage of interviews is that they can obtain in-depth information about consumers, and they can also be flexibly adjusted and questioned according to consumers' answers to increase the richness and effectiveness of data. The disadvantages of interviews are that they cannot collect large amounts of data, are time-consuming and labor-intensive, and cannot be standardized and quantified, and may be affected by factors such as subjectivity, bias, and misunderstanding of consumers and interviewers, leading to data distortion and bias.

Discussion: Discussion is by inviting a group of consumers (usually 6-12 people) to have a topic-related collective dialogue, with a moderator guiding and controlling the discussion process, observing and recording consumers' data, and obtainingConclusionThe method. The advantage of discussion is that it can obtain the diversity and interactive information of consumers, and it can also stimulate consumers' thinking and creativity through the communication and collision between consumers, and discover the potential needs and pain points of consumers. The disadvantage of the discussion is that it cannot collect a large amount of data, the operation is complicated, the cost is high, it cannot be standardized and quantified, and it may be affected by the subjectivity, bias, misunderstanding and other factors of consumers and hosts, resulting in data distortion and bias.

Observation: The role and methods of observation in qualitative research are similar to those in quantitative research, but pay more attention to the internal information of consumers, such as motivation, attitude, feeling, etc., and also pay more attention to the real and natural situation of consumers, rather than artificial setting and control. The advantages and disadvantages of observation in qualitative research are similar to those in quantitative research, but more emphasis is placed on consumer insight and inspiration than on consumer representativeness and universality.

(III) mixed research

Hybrid research refers to the combination of quantitative and qualitative research methods to form a comprehensive method of consumer research. The advantage of mixed research is that it can take into account the advantages of quantitative research and qualitative research. It can obtain a large amount of data and in-depth data. It can be measured and compared objectively, and it can also be interpreted and understood subjectively. It can reflect the superficial phenomena and behaviors of consumers, as well as the intrinsic motivation and significance of consumers, so as to improve the effect and quality of consumer research. The disadvantage of hybrid research is that it requires more time, resources and skills, as well as better coordination and integration, otherwise it may lead to data redundancy and contradictions, and reduce the efficiency and accuracy of consumer research.

There are several common methods of mixed research:

Sequential mixed research: Sequential mixed research refers to the method of conducting one type of research first and then conducting another type of research based on its results to form an orderly consumer research. The advantage of sequential mixed research is that the results of one type of research can be used to guide and optimize the design and implementation of another type of research, thereby improving the effectiveness and quality of consumer research. The disadvantage of sequential mixed research is that it requires more time and resources, as well as better coordination and integration, otherwise it may lead to data redundancy and contradictions, and reduce the efficiency and accuracy of consumer research. Sequential mixed research can be divided into two forms: first qualitative and then quantitative and first quantitative and then qualitative. Qualitative and then quantitative refers to the first qualitative research, and then according to the results of the design and implementation of quantitative research, forming a deep to a wide range of consumer research methods. The advantage of qualitative and then quantitative is that the results of qualitative research can be used to identify and define consumer problems and assumptions, and then the results of quantitative research can be used to verify and quantify consumer problems and assumptions, thereby improving the effectiveness and credibility of consumer research. The disadvantage of first qualitative and then quantitative is that it requires more time and resources, as well as better coordination and integration, otherwise it may lead to data redundancy and contradictions, and reduce the efficiency and accuracy of consumer research. First quantitative and then qualitative refers to the first quantitative research, and then according to the results of the design and implementation of qualitative research, forming a broad to in-depth consumer research methods. The advantage of first quantitative and then qualitative is that the results of quantitative research can be used to discover and describe consumer phenomena and laws, and then the results of qualitative research can be used to explain and understand consumer phenomena and laws, thus improving the comprehensiveness and insight of consumer research. The disadvantage of first quantitative and then qualitative is that it requires more time and resources, as well as better coordination and integration, otherwise it may lead to data redundancy and contradictions, and reduce the efficiency and accuracy of consumer research.

Parallel hybrid research: Parallel hybrid research refers to the method of conducting two types of research at the same time, and then comparing and integrating the results to form a parallel consumer research. The advantage of parallel hybrid research is that it can save time and resources, and it can also increase the diversity and complementarity of data, thereby improving the effectiveness and quality of consumer research. The disadvantage of parallel hybrid research is that it needs better coordination and integration, otherwise it may lead to data inconsistency and conflict, and reduce the efficiency and accuracy of consumer research. Parallel hybrid research can be divided into two forms: triangulation and nesting. Triangulation is the method of conducting two types of research at the same time and then comparing and validating the results to form a method of consumer research that enhances credibility. The advantage of triangulation is that the results of the two types of research can be used to confirm and support each other, thereby improving the credibility and persuasiveness of consumer research. The disadvantage of triangulation is that it requires better coordination and integration, otherwise it may lead to data inconsistencies and conflicts, and reduce the efficiency and accuracy of consumer research. Nesting refers to conducting two types of research at the same time, and then supplementing and expanding the results to form a method of increasing depth of consumer research. The advantage of nesting is that the results of both types of research can be used to complement and extend each other, thereby improving the comprehensiveness and insight of consumer research. The disadvantage of nesting is that it requires better coordination and integration, otherwise it may lead to data redundancy and contradictions, and reduce the efficiency and accuracy of consumer research.

Case Analysis of 3. Shangpu Consulting Company

Shangpu Consulting Company is a consulting company specializing in consumer research and market strategy. It has many years of industry experience and professional team to provide high-quality consumer research and market strategy services to customers in all walks of life. In the process of consumer research, according to different customer needs and market conditions, Shangpu Consulting flexibly uses quantitative research, qualitative research and mixed research methods to find the potential needs and pain points of consumers and provide customers with effective market strategies and solutions. The following are some practical cases from Shangpu Consulting, which introduce the method, process and results of consumer research.

Consumer Survey of a Home Appliance Brand in (I)

A household appliance brand is an enterprise specializing in the production and sale of air conditioners, refrigerators, washing machines and other household appliances, with a high market share and brand awareness, but in recent years, it is facing the intensification of market competition and changes in consumer demand. I hope to understand consumers' needs, preferences, behavior and satisfaction through consumer research, so as to formulate effective market strategies. Shangpu Consulting provided consumer research services for the home appliance brand, using a hybrid research approach, I .e. quantitative research, then qualitative research, and finally data comparison and integration.

The process of quantitative research is as follows:

Design Questionnaire: According to the target market and target consumers of the home appliance brand, Shangpu Consulting Company designed a questionnaire containing consumers' basic information, purchase behavior, use behavior, satisfaction, loyalty, preference and other issues. There are 30 questions in total, using single-topic, multiple-topic, scale, sorting and other forms. The length of the questionnaire is about 10 minutes.

Implementation of questionnaires: Shangpu Consulting Company distributes or sends questionnaires to target consumers in the target market through online platforms and telephone methods, requiring consumers to fill in or answer by themselves, and at the same time conduct sampling and quality control to ensure the validity and representativeness of the data. In the end, Shangpu Consulting collected 1000 valid questionnaire data, covering consumers in different regions, age, gender, income and other dimensions of the target market.

Analysis of the questionnaire: Shangpu Consulting Company used SPSS and other statistical software to carry out descriptive statistics, cross-analysis, factor analysis, cluster analysis and other methods of questionnaire data, resulting in the following aspects.Conclusion：

The basic information of consumers: the distribution of consumers' age, gender, income, education, etc., as well as consumers' cognition, trust, and love of home appliance brands.

Consumer purchase behavior: the frequency, amount, channel, time, motivation, influencing factors, etc. of consumer purchase of home appliances, as well as the characteristics of consumer demand, preference and expectation for home appliances.

Consumer behavior: the frequency, duration, mode, scene, purpose, etc. of consumer use of home appliances, as well as consumer experience, feelings, evaluation and other feedback on home appliances.

Consumer satisfaction: consumers' overall satisfaction with home appliances, satisfaction with various dimensions (such as function, performance, quality, design, service, etc.), and consumers' opinions and suggestions for improvement of home appliances.

Consumer loyalty: consumer loyalty to the home appliance brand, repeat purchase rate, recommendation rate, word of mouth and other indicators, as well as consumer emotional connection and identity to the home appliance brand.

The process of qualitative research is as follows:

Design Interview: Based on the results of quantitative research, Champu Consulting has designed an interview guide that includes consumer needs, preferences, behavior, satisfaction, loyalty, etc., with a total of 15 questions and an open format. The length of the interview is about 30 minutes.

Implementation of interviews: Shangpu Consulting conducts interviews with target consumers in the target market through online platforms and telephone methods, requiring consumers to freely express their thoughts, feelings, experiences, etc., while conducting sampling and quality control to ensure the validity of the data And representative. In the end, Shangpu Consulting conducted 100 effective interviews, covering consumers in different regions, age, gender, income and other dimensions of the target market.

Analysis of interviews: Shangpu Consulting Company used NVivo and other interpretation software to encode, classify, summarize and interpret the interview data, and obtained the following aspects.Conclusion：

Consumer demand: consumer demand for home appliances is multi-level, some demand is clear, some demand is hidden, some demand is potential. Clear demand means that consumers clearly know what they need, can clearly express it, and can find corresponding products or services to meet their needs. For example, consumers need an air conditioner that can cool and heat, so they can choose the right air conditioner according to their budget, performance, brand and other requirements. Recessive demand means that although consumers have certain needs, they are not sure what they need, or they cannot express it clearly, and they have not found suitable products or services to meet their needs. For example, consumers need an air conditioner that can be energy-saving and environmentally friendly, but they don't know what kind of air conditioner they need, or how to describe their needs, and they have not found such an air conditioner on the market. Potential demand means that consumers have not realized that they have such a demand, or have not yet formed a demand, but if there is a suitable product or service, it will stimulate consumer demand. For example, consumers have not realized that they need an air conditioner that can be intelligently controlled and remotely controlled, but when smart air conditioners appear, they stimulate consumer demand and make smart air conditioners a popular product.

Consumer preferences: Consumer preferences for home appliances are diverse, some preferences are consistent, some preferences are differentiated, and some preferences are dynamic. Consistent preference means that consumers' preferences for home appliances are the same or similar, and their preferences for home appliances will not change regardless of their personality, experience, environment, psychology, and other factors. For example, consumer preferences for home appliances are high quality, high performance, high brand, etc., which are consistent and not influenced by other factors of the consumer. Differentiated preferences mean that consumers' preferences for home appliances are different or unique, and their preferences for home appliances will be different depending on their personality, experience, environment, psychology and other factors. For example, consumers' preferences for home appliances are fashion, personality, creativity, etc., which are differentiated and influenced by other factors of the consumer. Dynamic preference means that consumers' preferences for home appliances are changing, and as consumers' personality, experience, environment, psychology and other factors change, their preferences for home appliances will also change. For example, consumers' preferences for home appliances are energy saving, environmental protection, intelligence, etc. These preferences are dynamic and influenced by other factors of consumers.

Consumer behavior: Consumer behavior refers to the behavior and reaction of consumers when purchasing and using home appliances, including the purchase process, use process, evaluation process, etc. Consumer behavior is influenced by internal factors such as consumer demand, preference, motivation, attitude, and feelings, as well as external factors such as market supply, competition, price, promotion, and service. Consumer behavior can be divided into four stages: problem identification, information search, evaluation and selection, purchase and use. Problem identification refers to consumers realizing that they have a need or problem that needs to be solved or satisfied through the purchase and use of home appliances. Information search refers to consumers through various channels and ways to collect and obtain information about home appliances to help them make decisions. Evaluation and selection means that consumers analyze and compare the collected information according to their own needs, preferences, expectations and other standards, so as to choose the most suitable home appliances. Purchase and use refers to the purchase and use of home appliances of their choice through certain channels and methods to solve or meet their own needs or problems.

Consumer satisfaction: Consumer satisfaction refers to consumers' overall evaluation of home appliances, which is a reflection of the gap between consumers' expectations and reality. Consumer satisfaction can be divided into two levels: cognitive satisfaction and emotional satisfaction. Cognitive satisfaction refers to consumers' evaluation of the function, performance, quality, design and service of household appliances, which is a rational and objective judgment of consumers. Emotional satisfaction refers to the consumer's preference, trust, loyalty, recommend and other aspects of the evaluation of home appliances, is the consumer's perceptual and subjective feelings. Consumer satisfaction is an important factor affecting consumer loyalty and reputation, and it is also an important indicator to measure the competitiveness and market position of home appliance brands.

Consumer loyalty: Consumer loyalty refers to the degree of consumer loyalty to home appliance brands, which is a reflection of consumer behavior and attitude. Consumer loyalty can be divided into two levels: behavioral loyalty and attitudinal loyalty. Behavioral loyalty refers to the consumer's repeated purchase rate, recommendation rate, word of mouth and other indicators of home appliance brands, which is the actual and considerable performance of consumers. Attitudinal loyalty refers to the consumer's emotional connection, identity, preference and other indicators of home appliance brands, which is the potential and difficult to observe performance of consumers. Consumer loyalty is an important factor affecting the market share and profit of home appliance brands, and it is also an important indicator to measure the value and influence of home appliance brands.

The process of comparing and integrating quantitative and qualitative research is as follows:

Comparison: Champu Consulting compared the results of quantitative and qualitative research and found the following similarities and differences:

Consumer demand: the results of quantitative research and qualitative research are consistent in terms of the clear needs of consumers, and both show that consumers' demand for home appliances is high quality, high performance, high brand and so on. However, in terms of consumers' hidden demand and potential demand, the results of quantitative research and qualitative research are different. The results of quantitative research show that consumers' demand for home appliances is energy saving, environmental protection, intelligence, etc., while the results of qualitative research It shows that consumers' demand for home appliances is fashion, personality, creativity, etc. This shows that the hidden needs and potential needs of consumers are diversified and need to be found and met through different methods.

Consumer preferences: the results of quantitative and qualitative research are consistent in terms of consumer preferences, both showing that consumer preferences for home appliances are high quality, high performance, high brand, etc. However, in terms of consumers' differentiated preferences and dynamic preferences, the results of quantitative research and qualitative research are different. The results of quantitative research show that consumers' preferences for home appliances are energy saving, environmental protection, and intelligence, while the results of qualitative research It shows that consumers' preferences for home appliances are fashion, personality, and creativity. This suggests that consumers' differentiated and dynamic preferences are variable and need to be understood and adapted in different ways.

Consumer behavior: the results of quantitative research and qualitative research are consistent in terms of consumers' purchase behavior and use behavior, which shows that consumers are influenced by their own internal factors such as demand, preference, motivation, attitude and feeling, as well as external factors such as market supply, competition, price, promotion, service and so on. However, in the process of consumer purchase and use, the results of quantitative research and qualitative research are different. The results of quantitative research show that the process of consumer purchase and use is relatively simple and direct, while the results of qualitative research show that the process of consumer purchase and use is more complex and indirect. This shows that the consumer's purchase process and use process is multi-dimensional and needs to be observed and analyzed through different methods.

Consumer satisfaction: the results of quantitative research and qualitative research are consistent in terms of consumer cognitive satisfaction, which shows that consumers' evaluation of the function, performance, quality, design and service of household appliances is relatively high, reaching the expectations of consumers. However, in terms of consumer emotional satisfaction, the results of quantitative research and qualitative research are different. The results of quantitative research show that consumers' preferences, trust, loyalty, recommend and other aspects of home appliances are relatively low and do not meet consumers' expectations. The results of qualitative research show that consumers' evaluation of home appliances in terms of preferences, trust, loyalty and recommend is relatively high, exceeding consumers' expectations. This shows that consumers' emotional satisfaction is diversified and needs to be measured and improved by different methods.

Consumer loyalty: the results of quantitative research and qualitative research are consistent in terms of consumer behavior loyalty, which shows that consumers' repeat purchase rate, recommendation rate, word-of-mouth and other indicators of home appliance brands are relatively high, showing the loyalty behavior of consumers. However, in terms of consumer attitude loyalty, the results of quantitative research and qualitative research are different. The results of quantitative research show that consumers' emotional connection, identity, preference and other indicators of home appliance brands are relatively low, showing The loyal attitude of consumers. The results of qualitative research show that consumers' emotional connection, identity, preference and other indicators of home appliance brands are relatively high, showing consumers' loyal attitude. This shows that consumer's attitude loyalty is multi-level and needs to be evaluated and enhanced through different methods.

Integration: Shangpu Consulting has integrated the results of quantitative and qualitative research to form consumer insights in the following areas:

Consumer demand: consumer demand for home appliances is multi-level, some demand is clear, some demand is hidden, some demand is potential. The clear needs are high quality, high performance, high brand, etc. These needs are the basic needs of consumers and the basic requirements of home appliance brands. The hidden needs are energy saving, environmental protection, intelligence, etc. These needs are the advanced needs of consumers and the differentiated requirements of home appliance brands. The potential needs are fashion, personality, creativity, etc. These needs are the potential needs of consumers and the innovation requirements of home appliance brands. Home appliance brands should provide different levels of products or services according to the needs of consumers at different levels to meet the needs of consumers, thereby improving consumer satisfaction and loyalty.

Consumer preferences: Consumer preferences for home appliances are diverse, some preferences are consistent, some preferences are differentiated, and some preferences are dynamic. Consistent preferences are high quality, high performance, high brand, etc. These preferences are the common preferences of consumers and the core advantages of home appliance brands. Differentiated preferences are energy saving, environmental protection, intelligence, etc. These preferences are the personalized preferences of consumers and the competitive advantages of home appliance brands. Dynamic preferences are fashion, personality, creativity, etc. These preferences are the changing preferences of consumers and the innovative advantages of home appliance brands. Home appliance brands should provide different types of products or services according to the different types of preferences of consumers to adapt to consumer preferences, thereby improving consumer satisfaction and loyalty.

Consumer behavior: Consumer behavior refers to the behavior and reaction of consumers when purchasing and using home appliances, including the purchase process, use process, evaluation process, etc. Consumer behavior is influenced by internal factors such as consumer demand, preference, motivation, attitude, and feelings, as well as external factors such as market supply, competition, price, promotion, and service. Consumer behavior can be divided into four stages: problem identification, information search, evaluation and selection, purchase and use. Home appliance brands should provide products or services at different stages according to the behavior of consumers at different stages, so as to influence and guide the behavior of consumers, so as to improve the satisfaction and loyalty of consumers.

Consumer satisfaction: Consumer satisfaction refers to consumers' overall evaluation of home appliances, which is a reflection of the gap between consumers' expectations and reality. Consumer satisfaction can be divided into two levels: cognitive satisfaction and emotional satisfaction. Cognitive satisfaction refers to consumers' evaluation of the function, performance, quality, design and service of household appliances, which is a rational and objective judgment of consumers. Emotional satisfaction refers to the consumer's preference, trust, loyalty, recommend and other aspects of the evaluation of home appliances, is the consumer's perceptual and subjective feelings. Home appliance brands should provide different levels of products or services according to different levels of consumer satisfaction, in order to improve consumer satisfaction, thereby increasing consumer loyalty.

Consumer loyalty: Consumer loyalty refers to the degree of consumer loyalty to home appliance brands, which is a reflection of consumer behavior and attitude. Consumer loyalty can be divided into two levels: behavioral loyalty and attitudinal loyalty. Behavioral loyalty refers to the consumer's repeated purchase rate, recommendation rate, word of mouth and other indicators of home appliance brands, which is the actual and considerable performance of consumers. Attitudinal loyalty refers to the consumer's emotional connection, identity, preference and other indicators of home appliance brands, which is the potential and difficult to observe performance of consumers. Home appliance brands should provide different levels of products or services according to the different levels of consumer loyalty, in order to enhance consumer loyalty, thereby increasing the market share and profits of home appliance brands.