The Application And Research Of The Conjoint Analysis In Consumers' Preferences To The Attributes Of Products

The consumer who is interesting in product attribute has the very important function in product choose. Especially nowadays the competition is becoming more and more fierce. Only knowing how consumer make choice decision among so many stores, can the retailer work out corresponding strategy to become more attractive to them.According to the consideration, this thesis mainly uses the conjoint analysis. The conjoint analysis method is to suppose the product which has some attributes, carry on the emulation to the realistic product, then carry on the evaluation to these virtual products according to their own favorite, and adopt the method of mathematics statistics to separate from the utility of the attribute and attribute level, thus make evaluation method of quantification to important degrees of every attribute and attribute level.The thesis mainly have five parts, the first part is a consumer hobby and conjoint analysis the method introduction in domestic and international research. The second part and the third part mainly introduced the basic principle and analysis step of the conjoint analysis. The forth part is the point of this document, make use of the conjoint analysis method to make a research of the market case towards imitating the supermarket choice, research attribute and attribute level from two aspects: one is the qualitative attribute; the other is quantitative attribute. Finally make the market share analysis according to the educing data. The last part is the summary of the thesis and an anticipation of the conjoint analysis.