Study Of Consumer Preference Based On Conjoint Analysis

Conjoint Analysis is an effective method of forecasting consumer preference. This method is widely used in the abroad. When making evaluation of product or service, Conjoint Analysis has been as the foundation of appraising consumer's decision process in our country in the recent years.To have a clear understanding of use of Conjoint Analysis in the consumer preference and put forward the suggestion, the article does research for the market firstly and proposes the background and the significance. It discusses the development both at home and abroad, the theory and process of market investigation. The article makes an intensive study of consumer's behavior and the process of purchase. The consumer satisfaction is critical to the potential of marketing in the phase of evaluation after purchase. Subsequently it makes a comprehensive view of Conjoint Analysis through the introduction of source, background, approach and field. Based on this, the article indicates the specialty of Conjoint Analysis by illustration and forecasts the market share. At last, some problems and advices are offered.