An Application of Conjoint Analysis to Consumer Preference for Beverage Products in Nigeria
Year: 2013
Type: article
Study design: Observational Study
Abstract: Conjoint analysis is a technique for establishing the relative importance of different \nattributes in the provision of a good or a service. In this study, conjoint analysis was applied to \ncharacterize beverage product preferences for customers. information during buyer-seller purchasing \ndecision interactions. It identify the influence certain consumers preferences have on beverage \npurchasing behavior. Using focus group discussion, major attributes were specified. The attributes \nwere then used to generate a plan card using the orthogonal array method. A conjoint based survey \nusing 29 ranked beverages attributes formed the basis of the questionnaires that were randomly \nadministered to 200 purchasers. of beverages drinks between January and March 2013 to specify their \npreferences. Conjoint analysis was used and the result indicates that the preference range that would \ndeliver the most utility for beverage consumers include products attributes such as reduced price (- \n0.478), cylindrical package (-5.822), moderately dissolving beverage granule (-1.833) and taste (- \n0.333). The findings conclude that producer need to take the issue of packaging serious in production \nby ensuring that their product is packaged in cylindrical container which will attract optimum \nattention of consumers thereby leading to profitability in the long run.
Institution: University of Lagos
Language: English
Subfield: Economics and Econometrics
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W431783251