Research On Consumers’ Purchasing Behavior Preference Of Catering Group-buying Based On The Conjoint Analysis

Online group-buying is a new business model which attracts a large number of consumers through the Internet in large favorably, puerile way. The consumers have the same purchasing needs and want to make the deal at a low price. Since entering our country, online group-buying has been developing in a rapid and steady way. With the gradual diversification of group-buying items, it has gradually penetrated into the catering services, entertainment and other traditional areas. Among all the items, catering group-buying is the most popular one and has the largest number of consumer group.However, catering group-buying market still lack a clear understanding of its consumer behavior and consumer preferences as its development time is very short. Now, participating merchants of catering group-buying market generally use the strategy as"price war", has not yet designed and promoted products targeting consumers’ preferences comprehensively, some merchants finally move towards to collapse because the "price war" causes serious friction. Therefore, the study on consumers’purchase preference of catering group-buying has very important significance. On the one hand, it can provide certain product strategies for food and beverage merchants. On the other hand, better catering group-buying products and services can improve customers’ satisfaction greatly.This article will study consumers’ purchase preference of catering online group-buying by using conjoint analysis. This article establishes consumer preference model of catering online group-buying by determining the attributes and attribute levels of the products. Then collect the preferences data to complete the joint analysis. Finally by analyzing the results, mine the preferences clues of the consumers for different attributes and different product mixes. What’s more, the article will try to make market segments according to different consumer preferences so as to provide some effective business strategies for food and beverage merchants.