Consumer Preference for Coffee Product Attributes
Consumer Preference for Coffee Product Attributes in PPALMA, North Cotabato, Philippines
Author:
Michelle Ragocos-Ortez
College of Business and Accountancy, Southern Christian College, Quezon Avenue Poblacion 5, Midsayap, North Cotabato, 9410 Philippines
Email: mish_ragocos@yahoo.com
Tel: +63 929-187-2390
Co-Author:
Ms. Mary Pleasant
Natural Resource and Environment Management, 1910 East West Road, Sherman Lab 101, University of Hawaii, Honolulu, HI 96822, USA
Email:myounkin@hawaii.edu
Tel: +1503-332-2877
Dr. Catherine Chan-Halbrendt
Natural Resource and Environment Management, 1910 East West Road, Sherman Lab 101, University of Hawaii, Honolulu, HI 96822, USA
Email:chanhalb@hawaii.edu
Tel: +1808-956-7530
Ms. Tina S. Lee
Natural Resource and Environment Management, 1910 East West Road, Sherman Lab 101, University of Hawaii, Honolulu, HI 96822, USA
Email:tslee@hawaii.edu
Tel: +1808-956-8419
ABSTRACT:
Through Agri-Entrpreneurship training conducted, an Out of School Youth (OSY) group compiled a competitive business plan to produce locally grown coffee named the Native Coffee Prince. A market study was conducted to help the business to build-up marketing plans so that “Native Coffee Prince” would gain market share. Research aims to determine the attributes of coffee products and evaluate the consumer’s preferences. Conjoint Analysis was used to determine combinations of limited attributes most influential on respondent’s decision making for coffee. Through literature reviews and focus group discussion, price, type, packaging and color were determined as coffee’s attributes that influence the purchasing decision of consumers.
Two hundred fifty (250) respondents were contacted for the face-to-face interview represented by adults aged 18 years and above. 71% of the total respondents were married. Using the Sawtooth Software’s Latent Class Analysis, 3 classes were identified as optimal to represent the entire study population using
Author:
Michelle Ragocos-Ortez
College of Business and Accountancy, Southern Christian College, Quezon Avenue Poblacion 5, Midsayap, North Cotabato, 9410 Philippines
Email: mish_ragocos@yahoo.com
Tel: +63 929-187-2390
Co-Author:
Ms. Mary Pleasant
Natural Resource and Environment Management, 1910 East West Road, Sherman Lab 101, University of Hawaii, Honolulu, HI 96822, USA
Email:myounkin@hawaii.edu
Tel: +1503-332-2877
Dr. Catherine Chan-Halbrendt
Natural Resource and Environment Management, 1910 East West Road, Sherman Lab 101, University of Hawaii, Honolulu, HI 96822, USA
Email:chanhalb@hawaii.edu
Tel: +1808-956-7530
Ms. Tina S. Lee
Natural Resource and Environment Management, 1910 East West Road, Sherman Lab 101, University of Hawaii, Honolulu, HI 96822, USA
Email:tslee@hawaii.edu
Tel: +1808-956-8419
ABSTRACT:
Through Agri-Entrpreneurship training conducted, an Out of School Youth (OSY) group compiled a competitive business plan to produce locally grown coffee named the Native Coffee Prince. A market study was conducted to help the business to build-up marketing plans so that “Native Coffee Prince” would gain market share. Research aims to determine the attributes of coffee products and evaluate the consumer’s preferences. Conjoint Analysis was used to determine combinations of limited attributes most influential on respondent’s decision making for coffee. Through literature reviews and focus group discussion, price, type, packaging and color were determined as coffee’s attributes that influence the purchasing decision of consumers.
Two hundred fifty (250) respondents were contacted for the face-to-face interview represented by adults aged 18 years and above. 71% of the total respondents were married. Using the Sawtooth Software’s Latent Class Analysis, 3 classes were identified as optimal to represent the entire study population using