Customer Choice Preference Analysis in Marketing Based on a Discrete Choice Model

Abstract

In the construction and development of modern society, it is a powerful measure for enterprises to obtain more economic and social benefits to accurately grasp the basic needs and choice preferences of different consumer groups. This paper mainly discusses the characteristics of the customer object and the influencing factors of the choice preference in marketing. The MNL model is used to analyze the influence of a single statistical factor on consumers' choice preferences. Taking liquid dairy products as an example, subdividing consumer groups provides an effective basis for the construction and operation of the liquid dairy supply chain. While analyzing the basic information of the respondents, the correlation between different personal consumption characteristics and brand, price, taste, promotion, and outer packaging is analyzed through the correlation analysis method. The analysis results show that age and education level have a negative impact on brand or food quality and safety, while income has a significant positive impact on brand or food quality and safety. There are significant differences in the selection of liquid dairy products among consumer groups with different education levels.