Study On Purchase Preference Of Catering Group Purchase Online

Chinese group purchase online industry has been maintained rapid growth since it appeared.It is concerned b y all sectors of the business and consumers and develops rapidly.It has gradually penetrated into the world of the catering services,tourism,leisure services and so on.It is used most widely in catering services.Because businesses and group purchase don’t know much about consumers’ preference,provide similar homogenization of products and services and businesses blindly rely on the low price to attract consumers and even the phenomenon of debasing the quality of products and services also occurs.Therefore,in order to know better about the consumers’ preference for the food and beverage group purchase,this paper uses the conjoint analysis method to study the consumers’ preference for catering group purchase.Two investigations are designed.First,through the implementation of the first investigation,determine the attributes which affect the consumers’ preference for catering group purchase online and determine the attributes level of catering group purchase by the combination of related references and interviews.Extract 5 attributes from the results of the research samples to carry out orthogonal design to simulate 25 groups market products outline and build the whole contour of the conjoint analysis model.Carry out the second investigation based o n the whole contour of the conjoint analysis model and analyze the results,and also carry out the test to show that the fitting precision of the model is high.Tap the reasons and clues for the consumers’ preference of the group purchasing products’ different attributes and different combining according to the results of conjoint analysis.Finally use SPSS to simulate the market share for different simulation products and calculate the market share of the corresponding simulation products.We get the following conclusions based on the results of the analysis: in catering group purchase online,price and positive feedback rate affect the consumer’ purchasing most,which is worth focusing on by businesses.At the same time,according to predict results of market share,it can be seen that the market share of the products which have high positive feedback rate isn’t lower than that of the products which have low price.The consumers have had rational judgment for purchasing online and it also shows that improving the positive feedback rate of products promotes the enterprise sales positively.