The Effect Of Preference Uncertainty On Differences Between Consumer Stated Preferences And Revealed Preferences

With the development of economy and society, the technical threshold of electronic products was reduced, and the market competition becomes more and more fierce. Analysis of consumer demand, insight into the consumer’s preference has become a product or even a enterprise basis for survival. In mobile phone market, for example, China has a large number of brands, domestic brands such as Huawei, Lenovo, MEIZU, Oppo, Vivo, international brand apple, Samsung, LG, Sony and others, even more and more enterprises such as LESHI, Ali has gradually expanded cross-border cooperation, attempts in the communication terminal market occupy a place. At present, the difference between the market research analysis results and actual consumer behavior choice is very large, market research often provide error forecast conclusion, resulting in enterprises to develop deviate from the actual needs of the product positioning.Based on the analysis of previous research, we found that there are differences between consumer stated preferences(SP) and revealed preferences(RP). This paper focuses on the problems including that why consumers between the stated preference and revealed preference differences? Whether this difference can be measured directly? If not, how to measure? What are the effects of these factors? How to deal with of enterprises? In order to explain the above problems, this paper, combined with the theory of consumer expectation value and perceived value, found out the ways to express and measure the difference of consumer preferences. Based on the uncertainty principle of consumer preference, the influence of uncertainty factors on consumer preference were analyzed. In this paper, we used the mobile phone experience shop site distribution, street random questionnaires, and “Wenjuanxing” to distribute the questionnaires. We collected 268 valid questionnaires, and the total effective rate was 80.0%. In this paper, we use of mathematical statistical analysis software Stata, and multivariate regression model. We analyzed the data, and want to explain how preference uncertainty factors, product factors, and consumer characteristic factors affects preference difference.After empirical research, we found that the lack of consumer knowledge on brand, design, and performance of the product, consumer’s gender, income, education level, mobile phone purchase interval, the importance of friends’ recommends, and some other factors, will impact on the difference between consumers SP and RP. And there are differences between male and female.