In complex purchases, the consumer purchase decision-making process consists of five stages: eliciting needs, collecting information, evaluating options, deciding to purchase, and post-purchase behavior.

1. Cause needs. The first step for consumers after entering the market is to identify the "problem" they need to solve, that is, there is a certain need.

2. Collect information. Consumer information sources include consumers' personal experience, relevant mass influence, mass media, etc. Enterprises should pay attention to using the above factors to provide information to consumers. At the same time, they should also consider the factors that affect consumers' access to information.

3. Evaluation plan. In more complex purchasing actions, consumers evaluate and compare the information they have obtained in order to make the next decision. Enterprises should continue to develop products that meet the different needs of consumers, and try to impress consumers with the trademarks and features of their products to facilitate consumer choice and comparison.

4. Decide to buy. Consumers will choose a product with an advantage.

5. Post-purchase behavior. After the consumer purchases the product, the purchasing decision-making process continues, and he needs to evaluate the purchased product. Enterprises must still pay full attention to this step, because it is related to the future market of the product and the credibility of the enterprise. There are two theories for judging consumer post-purchase behavior, one is called "expectancy satisfaction theory"; the other is called "cognition gap theory".

The consumer purchase decision-making process is the process by which consumers make purchase decisions. . It consists of the stages of problem identification, information collection, solution evaluation, purchase decision and post-purchase behavior. The problem identification stage needs to confirm the demand and link it to a specific product or service; the information collection stage will obtain the product from multiple sources. or service information to improve the rationality of decision-making; in the plan evaluation stage, various purchase plans will be formed based on the attributes, benefits and value combinations of the product or service, and purchase attitudes will be confirmed; in the purchase decision-making stage, purchases will be formed between different plans Intentions and preferences; in the post-purchase behavioral stage, consumers will evaluate the value gained from the purchase and express satisfaction or dissatisfaction through actions.

Construments:

In complex purchases, consumers The purchasing decision-making process consists of five stages: arousing needs, collecting information, evaluating options, deciding to purchase, and post-purchase behavior.

(1) Need Recognition (NeedRecognition)

(2) Collection. Information (InformationSearch)

Consumer information sources mainly include personal sources (such as family, friends, neighbors, acquaintances), commercial sources (such as advertisements, salesmen, dealers, packaging, exhibitions), public sources** *Sources (such as mass media, consumer review organizations, etc.), sources of experience (such as handling, inspecting and using products), etc.

(3) Evaluation of Alternatives

1. Product attributes. That is, the characteristics of the product that can meet the needs of consumers.

2. Attribute weights, that is, the different importance weights given by consumers to the relevant attributes of the product.

3. Brand belief.

4. Utility function.

(4) Purchase Decision.

(5) Post-Purchase Behavior (Post-PurchaseBehavior)

Buyers’ satisfaction with their purchasing activities (S) is a function of their product expectations (E) and the product’s perceived performance (P) , that is, S=F(E,P). If Elt;P, the consumer will feel very satisfied; if E=P, the consumer will feel satisfied; if Egt;P, the consumer will feel dissatisfied. /p>

Reference material: Consumer purchasing decision-making process-Baidu Encyclopedia