Consumer Cognitive Decision Behavior

Among the consumers who buy Meizu Pro6, the most of the consumers are using cognitive purchase decision behavior. A cognitive purchase decision is a purchase model that consumers base on a series of stages to select one product or suitable good over competing options. Consumers will be more deliberate, rational, and sequential when they select the product. We can analysis the reasons why consumers purchase the products, and from the following five stages to understand it.

The 5 stages are:

1. Problem Recognition

2. Information Search

3. Evaluation of Alternatives

4. Purchase

5. Post-Purchase Evaluation

Stage1: Problem recognition

In the consumer decision-making model, the first process is problem recognition which arise when a consumer sees

Our daily lives cannot be separated with the mobile phone. When people go out without a mobile phone, they will feel very insecure and worried. Mobile phone have replaced the calendar, phone book, and accounting function, and so on. This shows that the mobile phone closely to our daily life. For example, people who are a telecommunications worker. If their mobile phone has broken or cannot run effectively, it is easy to affect their life. Therefore, a consumer will consider purchasing the new mobile phone directly instead of the old phone. For some low-income consumer and want function phone, they may prefer to select the lower price mobile phone brand such as Xiaomi, Meizu, Huawei, etc. These brand will be their first choice. It is because this company provides lower price products. Meanwhile, some consumer is unable to afford high price mobile phone. Thus, the lower price mobile phone can fulfill the consumer basic need and attract them to purchase

Consumers will through various channels to understand different brand and model which make consumer select the most suitable product for them. First, the customer will search the information through the internet or mobile magazine. In this time, the consumer can understand the information, review, and the dynamic of the latest mobile phone. If the consumer had chosen a good brand, they can learn more the detail product information from the official website. For instance, Meizu company has their own official website and offering a clear guideline on the website for the consumer to research, including function, pictures, prices and so on. Moreover, Meizu Company will promote their product in the social media such as TV, Facebook, and Weibo. Meanwhile, they also offer the promotional or latest products information in the pages to increase consumer’s awareness of Meizu