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Taking the consumers in Jilin City as the investigation objects, and then by means of in-depth interview, this paper confirms the main factors local consumers took into account when purchasing black fungus, and then uses conjoint analysis approach to confirm the main factors consumers took into account when purchasing black fungus, and its importance. Finally, combining with the conclusion of consumers’ preference for purchasing black fungus, the paper puts forward relevant suggestions for black fungus planting bases, retailers and industrial associations to establish well-known brands, enhance black fungus publicity strength, establish a product rating system, exploit an sales channel and upgrade black fungus product

Research on the Preference of Consumers for Black Fungus Based on Conjoint Analysis Approach