Study On Consumers’ Purchasing Behavior Preference Of Budget Hotel Group-buying Based On The Conjoint Analysis

With the gradual diversification of group-buying items, it has gradually penetrated into the hotel, catering service, entertainment and other traditional areas. Among all the items, Budget hotel group-buying is the most popular one and has the largest number of consumer group. In the face of numerous group-buying, consumer will be integrated balance the multiple attributes of the product to make a purchase decision. However, budget hotel 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 group-buying market has not yet designed and promoted targeting consumer’s preferences comprehensively, some merchants finally move towards to collapse. Therefore, the studying on consumer’s purchase preferences of Budget Hotel group-buying has very important signification.This paper will study consumers’ purchase preference of budget hotel group-buying by using conjoint analysis.Fistly, this paper establishes consumer preference model of budget hotel group-buying by determining the attributes and attribute levels of the products. Then, collect data to complete the joint analysis, and the paper get the following conclusions: When consumer is buying budget hotel group-buying in the order, the network group purchase evaluation, geographical location, group purchase price, the hotel reputation, bulk consumption conditions, with and without wifi; In the outline of the utility analysis found that 25 kinds of virtual product, consumer’s preference is 19 corresponding virtual cards product; Market segmentation evaluation oriented, price oriented, consumers can be divided into network oriented geographical position and business oriented the four classes; Through the analysis of the market share in the top three bulk products can be found that the generality of the product portfolio in network comments are high praise.Finally, the paper summarizes the significance of study and suggestions for budget hotel group-buying. According to the needs of the consumers, multiple attribute weighing products for bulk products, so as to win the favor of the consumers.