A Study on Consumers Choice Behavior Using Multivariate Analysis

Abstract

It has become very difficult to sell new products on the market owing to the world-wide economic depression. This is so that a market is complicated rapidly, and there is a big difference in the modern society and new generation. It has become very important to plan and develop new products which reflect the sense of the times and answer to the consumer sense of values. The development of new products has to be made by knowing both consumer needs and selection behavior. These are called quality requirement of consumers. For this purpose, it is necessary to collect the data widely from consumers and to analyze them statistically and scientifically. Moreover, it is also important to study the theoretical methodology of marketing research. This thesis utilizes four models to comprehend and analyze quality requirement of consumers using the theory of multivariate analysis: 1. Huff Model 2. Principal Component Analysis and Entropy Model 3. Entropy Model and Herniter Model 4. Conjoint Analysis The above four models would contribute effectively to the predictions of quality requirement of consumers for new products, future market structures and shares. By such kinds of knowledge, manufactures or companies could have good opportunities to market new products. Finally, the results derived from this thesis are summarized and future studies are described.