Research on the transformation path of cigarette consumers’ internal quality demand based on AHP and Shapley value decomposition

R&D Center, China Tobacco Yunnan Industrial Co., Ltd. Kunming, Yunnan, 650231, China

^* Corresponding author’s e-mail:hexf@ynyy-tobacco.com; 9969425@qq.com

Abstract

Consumers’ evaluation of cigarette quality directly affects their willingness to repeat purchase. In order to find out the relationship between the consumer evaluation indicator and the quality of cigarette products, to effectively guide the improvement of cigarette manufacturing technology, based on the evaluation standards of the sensory quality of the cigarette industry, the hierarchical structure indicator of attribute elements of cigarette products are established by using the analytic hierarchy process. Through the quantitative investigation of consumers and the investigation of experts, combined with the correlation analysis, the correlation degree between the evaluation indicators of consumers and the design elements of product attributes is verified, and the path is modified and optimized by Shapley value decomposition method. Finally, the transformation path of the internal quality demand of cigarette consumers is completed Build. The establishment of this path can effectively solve the problems of correlation between cigarette sensory quality and cigarette manufacturing technology, as well as the corresponding relationship between cigarette sensory quality and consumer evaluation of cigarette quality indicators. It is of considerable significance to effectively guide the improvement of cigarette product formula and improve consumer satisfaction through consumer evaluation.