Evaluation of customer preferences for ready-to-cook dried pork product attributes using conjoint analysis

Abstract

© WCSE 2019. All rights reserved. In developing ready-to-cook dried pork products which can provide satisfaction to consumers, it is necessary to know to which product attributes consumers give their preferences. This research has the objectives of analyzing product attributes of ready-to-cook dried pork products which affect consumer purchasing preferences with the techniques of Conjoint Analysis. The research methodology starts by seeking product attributes and their levels with Focus Groups. The attributes obtained were used to create a questionnaire and collect data from a sample group of 200 individuals. In their responses to the questionnaire, respondents were asked to rank a list of combinations of product attributes according to their satisfaction. This data was then analyzed for utilities values to find which product attributes contributed to consumer satisfaction and at what level. The results found that the most important attributes were flavorful taste, followed by standards of guaranteed tastiness, a price of 200 baht/kg, type of pork meat used being either all lean or lean and fat and sodium levels in low-sodium products.