Product attribute analysis for latte drinks: Implications for a coffee-flavored carabao milk-based drink

S.M.M. Ilao, . and M.B. Panabang, . and D.P.T. Depositario, . and G.N. Baticados, . Product attribute analysis for latte drinks: Implications for a coffee-flavored carabao milk-based drink. pp. 142-147. ISSN ISSN(Online):22317546

This research generally aims to determine the product attributes important in latte drinks and the specific preferences for the attributes among three potential target market segments for a coffee-flavored carabao milk-based drink. Six focus group discussions (FGDs) and a consumer survey with 120 respondents were conducted among high school college and working professionals. Descriptive statistics such as frequency counts percentages and means as well as non-parametric tests specifically Wilcoxon Signed-Rank Test and Kruskal-Wallis Test were utilized in the study. Among working professionals taste was the single most important attribute; among college students taste and aroma; and among high school students taste aroma and texture. The working professionals preferred a latte drink to be more of coffee in terms of taste; the college students more of milk in terms of taste but more of coffee in terms of aroma; and the high school students more of milk in terms of taste aroma and texture. The results suggest a need to employ conjoint analysis to get the optimal product formulation for Carakafe. The results also suggest that PCC-UPLB could come up with Carakafe variants in order to cater to all segments in the long-run.

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Abstract

This research generally aims to determine the product attributes important in latte drinks and the specific preferences for the attributes among three potential target market segments for a coffee-flavored carabao milk-based drink. Six focus group discussions (FGDs) and a consumer survey with 120 respondents were conducted among high school college and working professionals. Descriptive statistics such as frequency counts percentages and means as well as non-parametric tests specifically Wilcoxon Signed-Rank Test and Kruskal-Wallis Test were utilized in the study. Among working professionals taste was the single most important attribute; among college students taste and aroma; and among high school students taste aroma and texture. The working professionals preferred a latte drink to be more of coffee in terms of taste; the college students more of milk in terms of taste but more of coffee in terms of aroma; and the high school students more of milk in terms of taste aroma and texture. The results suggest a need to employ conjoint analysis to get the optimal product formulation for Carakafe. The results also suggest that PCC-UPLB could come up with Carakafe variants in order to cater to all segments in the long-run.

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Item Type:	Article
AGROVOC Term:	Products
AGROVOC Term:	Drinks
AGROVOC Term:	Marketing strategy
AGROVOC Term:	Consumer surveys
AGROVOC Term:	Consumer response
AGROVOC Term:	Taste (sensation)
AGROVOC Term:	Milk products
AGROVOC Term:	Transformation (of products)
Depositing User:	Ms. Suzila Mohamad Kasim
Last Modified:	24 Apr 2025 06:28
URI:	http://webagris.upm.edu.my/id/eprint/23257

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