Research On The Construction Of Consumer Purchase Decision Function Based On Competition

The purpose of marketing is to make money,and profit is achieved through sales.In the fierce competition market economy,the focus of the enterprise marketing is how to meet the consumer's needs.According to the relevant theoretical research of consumer purchase decision,most scholars tend to promote consumer purchase by increasing the customer delivered value of enterprises and reducing the perceived risk of consumers.The variety of consumer demand,the limited resources of enterprises and the aggression of competitors make the challenges faced by enterprises more arduous.Among these many problems,competitors bring the greatest pressure to enterprises.Even if enterprises focus on customer demand and improve customer delivered value,consumers may switch to buy competitors' products or services because of the value provided by competitors.According to the dynamics of competitors and combined with their own resources,enterprises need to study and optimize consumer purchase decisions.Based on the above background,this study combs the theory of customer delivered value,the theory of enterprise competition and the theory of consumer purchase decision.At present,the research on the theory of enterprise competition is mainly aimed at the discrimination of competitors,grasp the dynamics,but rarely involves the comparison with competitors.In the study of customer delivered value,most scholars believe that customer delivered value is only a trade-off between profits and losses by consumers.Although some scholars introduce the perspective of competition,they only compare several factors that affect consumer purchase decisions,and less vertical and horizontal comparisons are made for competitors.Consumer purchase decision is affected by many factors,but consumer purchase decision lacks a framework that includes all factors and takes into accountcompetitive factors.Based on competition,this study analyzes and summarizes the relevant literature in the above three aspects,and constructs a relatively comprehensive consumer purchase decision function.According to the relevant theoretical research and questionnaire survey,this paper puts forward five dimensions that affect the consumer purchase decision function: product,price,convenience,conviction and purchase barrier,and on this basis,constructs the consumer purchase decision function based on competition.Because there are many decision functions for different products or services,this study selects mobile phone products as the research object,based on the various dimensions of competitive purchase decision function,and uses customer weighting method to study iPhone and HUAWEI,a group of competitors,to determine the weight of function dimensions.On the basis of combing the theory of customer delivered value,the research of enterprise competition theory and the theory of consumer purchase decision behavior,this paper verifies the dimensions of the proposed purchase decision function,and finally determines the five dimensions and specific indexes of the consumer purchase decision function based on competition.After evaluating the importance of each element in the purchase decision behavior of the investigated object by customer weighting method,the index weight of each level of the purchase decision function based on competition is determined.