Customer buying decision framework based on demand and preference for satisfaction of Chinese enterprise products

Chinese enterprise products play a crucial role in supporting national services and are essential to daily life. However, many product developers struggle to fully understand the complex demands and preferences of customers, leading to dissatisfaction from the purchasing stage and ultimately affecting purchasing decisions. To address this issue, it is essential to help developers accurately identify customer needs, thereby enhancing satisfaction and product competitiveness. This research is grounded in customer demand orientation as its theoretical foundation. It conducts an in-depth analysis of the product development landscape, characteristics, and purchasing decision processes within Chinese enterprises. The study aims to identify key factors influencing enterprise product demand and consumer preferences. The research utilises data from HMC enterprises, which account for 70.0 percent of business activity in China. Through customer segmentation, questionnaire surveys, multi- source data integration, and random forest analysis of key influencing factors, the study provides a comprehensive understanding of consumer behaviour. Additionally, an empirical analysis of customer satisfaction is conducted using Analytical Hierarchy Process (AHP), subjective and objective weight calculations, fuzzy comprehensive evaluation, and K-means clustering. Findings indicate that 55 key factors significantly impact customer satisfaction in purchasing decisions, and the evaluation results effectively represent customer sentiment. Furthermore, the study introduces a novel Customer-Based Demand Forecasting (CBDF) framework, offering valuable theoretical and practical insights for product development, marketing strategies, and customer relationship management.

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