Consumer Preference Analysis on Attributes of Milk Tea: A Conjoint Analysis Approach
Ardvin Kester S Ong1,2,3, Yogi Tri Prasetyo1, Ma Althea Deniella C Libiran3
1School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines.
Foods (Basel, Switzerland)
|July 2, 2021
Summary
Consumers prioritize milk tea pearl size and sugar level most. This study used conjoint analysis to reveal key preferences for milk tea attributes like ice amount and price, guiding beverage firms.
Area of Science:
- Consumer Behavior Analysis
- Food Science and Technology
Background:
- Milk tea has seen significant consumption growth since 2011.
- Understanding consumer preferences is crucial for beverage market success.
Purpose of the Study:
- To identify the most preferred milk tea attributes using Conjoint Analysis.
- To quantify the relative importance of various milk tea components to consumers.
Main Methods:
- Employed Conjoint Analysis with an orthogonal design.
- Evaluated consumer preferences across attributes: pearl size, sugar level, price, brand, milk tea type, cream cheese, and ice amount.
Main Results:
- Pearl size emerged as the most significant attribute (29.137%).
- Sugar level (17.373%) and ice amount (17.190%) were also highly influential.
- Brand (2.147%) and cream cheese inclusion (9.525%) had the least impact on preference.
Conclusions:
- Milk tea firms should focus on optimizing pearl size and sugar level to meet consumer demand.
- Findings offer insights into beverage attribute preferences applicable globally.
- This research aids in strategic product development within the competitive beverage industry.
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