The Determination Of The Conjoint Analysis In Consumers' Preferences To The Attributes Of Products

Consumer product attribute preference has the very vital role in the product choice. The current enterprise competes to struggle day by day intensely, the consumer attribute is very significant to the product regarding each enterprise's significance. Because only then understood how the consumer does make what kind of decision-making between the numerous products, grasps the consumer in the numerous product attribute levels these product attribute, the enterprise can formulate the corresponding countermeasure by chance specifically according to consumer's concrete product attribute. The different person under the same income, the same price terms will purchase the different commodity combination, this will be because they by chance various. It has many subjective and objective factors'influence, because of the human have the different characteristic, understands and grasps its change rule to have certain difficulty. The consumer is one kind of important market information, has the important reference value regarding the market marketing decision-making.The product attribute preference is one kind of the consumer psychology reflection, thus it affects consumers' behavior, this article takes the consumer product attribute as the object of study, the related work starts from the related literature summary, the main research work is as follows:Firstly, elaborated consumer's definition by chance, the consumer psychology, the consumer behavior and consumer's relations and carry on the induction to the related research literature. Next, elaboration product attribute correlation theories and consumer by chance with product attribute relations and to product attribute importance understanding. Finally summarized the consumer product attribute domestic and foreign research present situation.Secondly, determines the consumer product attribute using the union analytic method. First to consumer product attribute understanding, next elaborated the process which the consumer product attribute determined by chance, this article has utilized the union analytic method smallest two to ride the regression model modeling structure attribute level and the attribute horizontal importance definite formula, the quantification consumer demand, the consumer demand tendency which will blur transformed as the quantification attribute horizontal effect value and the attribute horizontal importance, and has solved the model valid appraisal problem.Third, empirical study. Selects the PC product to carry on the consumer attribute importance the survey, according to the profession present situation determined that the PC product attribute and the attribute level, the orthogonal analysis definite product outline, the design product outline card carries on the questionnaire survey, collects the data, using the coalition analysis method determined that the consumer product attribute importance, and carries on the analysis to the result, from this determines the consumer most PC product.