Study On Consumer Preferences For Product Attributes About Color TV In Urbanization Process Of Liaoning Province

Product attributes preferences have a very important role in consumer choice of products.Therefore, knowing consumer preferences on the product attributes is of great significance forthe enterprise. The research of consumer preference for product attributes is almost empty in theprocess of urbanization in the domestic.The paper,taking color TV market as the object of study,based on the process of urbanization divide the consumer into: the consumers who are full-timefarmers away from the city; the consumers who are full-time farmers close to the city; theconsumers who are part-time farmers close to the city; the consumers who are farmers living inthe city; the first generation of urban residents, whose parents are farmers; the second generationof urban residents, whose grandparents are farmers; the third generation of urban residents. Withconjoint analysis, regression analysis and the individual level random coefficient model, relyingon survey data analysis obtained from survey, There will be consumer preferences, the value ofattribute levels and utility differences between the seven categories of the consumer market andanalyze the seven categories of the consumer market,using utility values of attribute levels.Concluded that in the process of urbanization, the consumers’ preferences are changing,consumers concerned about the TV product attributes are different in different stages of theprocess of urbanization, they are very different between the various stages, the utility of TVproduct attribute levels is not the same to various types of consumers, and there are significantdifferences between the conclusions.