Consumer preference analysis on attributes of milk tea: A conjoint analysis approach
| Keyword | Conjoint analysis; Market analysis; Milk tea; Tapioca pearls |
| Authors | Ong A.K.S., Prasetyo Y.T., Libiran M.A.D.C., Lontoc Y.M.A., Lunaria J.A.V., Manalo A.M., Miraja B.A., Young M.N., Chuenyindee T., Persada S.F., Redi A.A.N.P. |
| satria.fadil@binus.ac.id | |
| Published Year | 2021 |
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. © 2021 by the authors. Licensee MDPI, Basel, Switzerland.