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Evaluating customers' preferences for kitchen cabinets between male and female in China

机译：评估中国男女厨柜的客户偏好

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Customers' purchase decisions are influenced by their preferences. In order to ensure successful launch of a product, it is extremely important to predict customer preferences. This paper reports that the results of an empirical study by using a conjoint analysis approach. The main objective is to reveal which attributes of a kitchen cabinet are the truly important for male and female. The findings from the study indicate that environmental quality and price are the top two attributes, accounting for 22.68% and 16.77%, respectively, followed by countertop material, door panel surface treatment, hardware, access and comfort, and storage space and style. The statistic also shows that men place more attention on style, hardware, and countertop material than women while women keep higher focus on price, access and comfort, storage space, door panel surface treatment, and environmental quality than men. This study confirms that environmental quality should be a key trend for kitchen cabinet products in China.
机译：客户的购买决策受其偏好的影响。为了确保成功推出产品，预测客户偏好是非常重要的。本文通过使用联合分析方法报告了经验研究的结果。主要目标是揭示厨柜的哪个属性对男性和女性来说真正重要。研究结果表明，环境质量和价格分别是两大属性，分别占22.68％和16.77％，其次是台面材料，门板表面处理，硬件，访问和舒适度以及存储空间和风格。该统计数据还表明，男性更加关注风格，硬件和台面材料而不是女性，而女性保持更高的价格，接入和舒适，存储空间，门板表面处理和环境质量比男性更高。本研究证实，环境质量应该是中国厨柜产品的关键趋势。

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