• According to the surveys of urban and suburban customers, we concluded which features and the feature combination could make Dominick's become a strong player in Fresh Produce. • Used perceptual mapping to find Dominick's market place and which factors that customers are concerning when purchasing. We found Dominick's should place itself between Trader Joe's and Farmer's Markets. • Then we utilized SPSS to make conjoint analysis, and we found more information could help us make good feature combination. • Combined the results of two tools, we made a feature combination that can help Dominick's get bigger market share from 32% to 46%. We provided effective recommendations.