Research On Consumer Segmentation Of Remanufactured Goods Based On Heterogeneity Preference

In the form of resources and the environment as the focus of social development,the country began to advocate the enterprises to remanufacture the product in order to alleviate the environment load and waste of resources caused by a large number of end-of-life products.However,there are problems in the process of remanufacturing.Businesses have said that consumers' heterogeneity preferences are a black box.Their demand for consumer heterogeneity only stays at the lower level of consumer recognition of remanufactured goods,resulting in consumer demand for remanufactured products only from price sensitivity.So,consumers with other preferences,such as environmental protection,are not identified and thus cannot be subdivided.And this is unfavorable to the R&D production,marketing and market positioning of enterprises.In order to answer the above questions,the research topic is based on the perspective of consumers' heterogeneity preference for the attributes of remanufactured products to study the group division of consumers.In this paper,focus group interviews and literature research are used to collate and investigate the factors that influence consumers' choice of remanufactured products and determine the level of each attribute,including product types,brands,price discounts,green attributes,remanufacturer reputation,warranty years,remanufacturer identity and social attributes.Then we choose the orthogonal test table with 7 attributes and 3 levels,and simulate 18 virtual products by orthogonal experiment design,and design the questionnaire based on this.Afterwards,based on the online and offline survey method,a total of 722 consumers'declarative preference data were collected and returned.Finally,based on the consumer's declarative preference data,this paper makes use of the joint analysis module of SPSS to analyze the consumer's preference structure for the different attributes of the products and the different level of the product portfolio,and carries out clustering analysis on the basis of the Python programming language according to the preference of the consumer's heterogeneity.The results show that consumers can be divided into three categories:merchant-oriented,green-oriented and price-oriented.The preference structure of different consumer group is different,and business-oriented consumers are more concerned about the reputation and identity of the remanufacturer;green consumers prefer remanufactured products with· hgh envirommental protcction properties,while for price-oriented consumers,the importance of price discount is very high.In addition,the joint analysis explores the structure of consumer preferences.And the conclusions are as follows:the most preferred product attributes for consumers as a whole are remanufacturer reputation and remanufacturer status,followed by environmental protection attributes and price discounts,and then brands,warranty years and product types.Male consumers prefer brands,while female consumers pay attention to environmental protection attributes;the young and middle-aged people pay attention to the brand,and people over 50 attach more importance to environment protection;those with higher education pay more attention to the credibility of the remanufacturer but do not care about the years of warranty;consumers with higher incomes are less sensitive to price discounts and warranty life.Based on the result of empirical research,this paper gives some suggestions on market entry and R&D production for remanufacturing enterprises,and the market orientation and marketing countermeasures are put forward to the resale enterprises.