文章基本信息

标题：Consumer Preference Analysis on Attributes of Milk Tea: A Conjoint Analysis Approach
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作者：Ardvin Kester S. Ong ; Yogi Tri Prasetyo ; Ma. Althea Deniella C. Libiran 等
期刊名称：Foods
电子版ISSN：2304-8158
出版年度：2021
卷号：10
期号：6
页码：1382
DOI：10.3390/foods10061382
出版社：MDPI Publishing
摘要：Milk tea is a famous drink that has been heavily consumed since 2011. This study aimed to determine the combination of milk tea attributes that were most preferred using a Conjoint Analysis Approach. Specifically, this study utilized different attributes such as the size of tapioca pearls, sugar level, price range, brands, type of milk tea, cream cheese inclusion, and the amount of ice. Conjoint analysis with the orthogonal design was utilized to evaluate the preference of milk tea among consumers. The results showed that pearl size was the attribute most considered by consumers (29.137%), followed by sugar level (17.373%), the amount of ice (17.190%), the type of drink (13.421%), price (11.207%), and the least considered were cream cheese inclusion (9.525%) and the brands (2.147%). The findings of this study will be beneficial to milk tea firms about consumer preferences regarding the various attributes of milk tea. Finally, the result of this study could be applicable to different beverage-focused studies worldwide.
关键词：milk tea; conjoint analysis; tapioca pearls; market analysis milk tea ; conjoint analysis ; tapioca pearls ; market analysis