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IMC will use consumers’ predilection analysis model when to analyze consumers’ decision to choose some certain goods. Through calculating variables such as product performance, price, brand, and etc. to analyze consumers’ behavior scientifically.
The model will use the following formula, among them V expresses a part of consumer's utility, E expresses something at random of consumer's utility.

As IMC’s point of view V is the most effective factor that determines consumers preference, and utility E is equivalent to the levers of a great deal of random factors of balance: