Author(s)

Kaixi Ji, Yan Zhang

Corresponding Author

Kaixi Ji

ABSTRACT

With the rapid development of China's economy and the continuous improvement of living standards, people pay more and more attention to diet nutrition and health. Buffets are becoming more and more popular because of their ability to meet consumers' various dietary needs. On the basis of the cafeteria, music cafeteria has added music, TV and on site singer's singing, which not only satisfies the consumer's demand for dining, but also increases the consumer's interest and comfort. In order to understand college students' preference for music cafeteria consumption, firstly, this paper adopts a questionnaire survey to obtain the statistical data of students in Shanxi University of finance and economics. After that, descriptive statistics, multiple responses, cross analysis, factor analysis and other statistical analysis methods were comprehensively used to analyze the investigation data. Finally, based on the analysis results, the author provides corresponding strategies and suggestions for the operators of the music cafeteria.

KEYWORDS

Consumer Preference, Music Cafeteria, Multiple Response, Crossover Analysis, Factor Analysis