The Study Of Demand Preferance Of Biocide Product

With the fast development of Chinese industry, the economic lost fromthe micro pollution is more and more heavily by day and day, so, it isbecoming highlighted steadily for the biocide by the end users in theindustries. As the supplier of biocide, understanding the demand preferenceand satisfying the targeted customers through developing right products arevery essential.The thesis studied the customers’ demand preference through twoaspects:(1) Based on MEC theory: The thesis analyzed the motivation behindthe choice behavior. Using the laddering method, step by step researched thecustomers’ attention incline about the products’ attributes, consequences andvalues, set up their inner connection among the three.(2) Based on Conjoint analysis: By using SPSS software, measured therelative attributes importance, attribute level utility, and total productionutility for the total investigated group and separated sub-group, found thedemand preference for customer groups. Moreover, it simulated the newproducts’ market share by this model.The thesis analyzed the biocide product’s demand preference, with thefindings, it can give the reference for the new product development programfor the company which the author works in, and meanwhile, it can provide the help for the biocide industry development. So, it has very strong realitymeanings.