Consumer Preference Analysis on Attributes of Milk Tea: A Conjoint Analysis Approach

Author:

Ong Ardvin Kester S.ORCID,Prasetyo Yogi Tri,Libiran Ma. Althea Deniella C.,Lontoc Yuanne Mae A.,Lunaria Joyce Anne V.,Manalo Adelaine M.,Miraja Bobby Ardiansyah,Young Michael Nayat,Chuenyindee Thanatorn,Persada Satria Fadil,Perwira Redi Anak Agung NgurahORCID

Abstract

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.

Publisher

MDPI AG

Subject

Plant Science,Health Professions (miscellaneous),Health(social science),Microbiology,Food Science

Reference80 articles.

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