Research On Consumer Preference Of Remanufactured Cell-phones Based On Conjoint Analysis Method

As one of the important development models of circular economy,remanufacturing can effectively alleviate the increasingly prominent problems such as resource shortage and environmental pollution.Consumer acceptance and willingness to purchase remanufactured products is a key step in the closed-loop supply chain of the remanufacturing industry,which determines the actual demand for new and remanufactured products in the market.When faced with the choice of new products and remanufactured products,different consumers have great differences in factors such as quality trust,price sensitivity and environmental awareness.They will make decisions based on their own consumption preferences and maximizing utility.However,in the actual production and sales of remanufactured products,enterprises' perceptions of consumer preferences are mostly “black boxes”.Therefore,research on consumer preferences of remanufactured products can provide scientific basis for decision-making including market segmentation,production and pricing of remanufactured products,and has important practical significance for promoting the sustainable development of remanufacturing industry.This thesis uses a method of quantitative analysis of consumer preferences-Conjoint analysis,taking remanufactured Cell-phones for empirical research and analysis,to explore the structure of consumer preference and consumer segmentation for remanufactured products.Firstly,the product attributes and attribute levels were determined by combining literature research and focus group interviews.Based on the orthogonal test method,the preference questionnaire of the conjoint analysis of the remanufactured Cell-phones was designed,and 228 valid questionnaires were collected through online and offline combination.Then,the OLS regression model of conjoint analysis preference of remanufactured Cellphones is constructed.Through the calculation of utility value of attribute level and parameter estimation,the influence degree of each attribute on consumer preference is studied,the relative importance proportion of each attribute is obtained,and consumers are discussed.We also discusses the influence of different social attributes of consumers on the choice of remanufactured Cell-phones;After that,the cluster analysis method is used to classify the consumer groups,and the targeted marketing strategies are formulated for the remanufacturing enterprises according to the different categories of consumer preferences;Finally,through the distribution test of empirical data,the actual distribution of consumer preference coefficients of remanufactured products is explored.The study concluded that brand and warranty are the key factors affecting consumers' purchase of remanufactured products.The relative importance ratios are 42.10% and 19.23%,respectively.The impact of green label and maintenance period is second,and the purchase channel is of the least importance.The gender,age,education,and disposable income of consumers all have varying degrees of influence on the choice of remanufactured products.Consumers of remanufacture products are subdivided into brand-local consumers,service-oriented consumers,and green-passive consumers.Remanufacturing companies can develop corresponding marketing strategies.The consumer preference coefficient is actually more in line with the normal distribution,rather than the uniform distribution of direct assumptions in the research literature of previous remanufacturing decisions.