Analysis of Factors Affecting Consumers' Purchase of Cutting Tools

Many consumers consider many factors when purchasing tools, and make decisions based on factors such as product quality, brand, price, timely delivery, after-sales service level, and the quality of sales people. According to the tool survey results, 97% of the users chose cutting efficiency as the influencing factor of the tool purchase decision, and 94% of the users chose the tool life as the influencing factor of the purchase decision. It can be seen that the user took the “cutting efficiency” and “tool life” as the factors. The indicator of tool quality. 80% of users will consider the price factor, 57% of users consider the service level, coverage is higher than the brand, delivery period and sales staff quality.

When investigating the factors of purchasing decision-making, the respondents judged the importance of each factor. The following table is the sample statistics of the judgment results of the respondents. When analyzing statistical data, the weight of “very important” is 1, the weight of “important” is 0.6, and the weight of “not important” is 0. The number of samples is multiplied by the corresponding weight, and each factor is purchased at the user. The normalized result of the importance of the control system, which also reflects the objectivity of the tool survey results.

Cutting efficiency ranks first in the importance of purchasing decisions, with a 25% impact on purchasing decisions, followed by tool life with a 22% impact. We know that “three high and one special” is the basic feature of advanced cutting technology. Modern tool enterprises are to provide the most efficient props for the manufacturing industry. User companies also recognize that it is more advantageous to reduce labor costs by using high-efficiency tools to increase labor efficiency. Therefore, in the field of modern tool manufacturing and use, “efficiency priority” has replaced the old concept of “performance price ratio”. Comparing the two user surveys, the results of the first user survey are “first price after service”. The result of this survey is “first service price”, which shows the change of the concept of tool user purchase. Moreover, this survey listed cutting efficiency as a purchase factor, and the survey results showed that the degree of influence on decision-making was the most important, and also had distinctive characteristics of the times.

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