An Analysis of Consumers’ Preferred Attributes of COK-KIS Products

Vidya Pitaloka; Damelina B. Tambunan

Article Details

An Analysis of Consumers’ Preferred Attributes of COK-KIS Products

Authors:

Vidya Pitaloka | Damelina B. Tambunan

Publisher:

KnE Social Sciences

Journal:

KnE Social Sciences Vol.5 Issue 5, pp.57-67

Document Type:

Article

Publication Date:

3/2021

Document Language:

English

Document ID (Org No.):

2001518705

pISSN:

2518-668X

Keywords:

Abstract:

 The increase in competition is felt by pastry producers. COK-KIS, established in 2016, needs to increase their sales by improving their products using the attributes that are preferred by potential consumers, in terms of flavor, nutritional value, and packaging. However, previous studies examining these attributes have been inconsistent. Hence, the aim of the study was to examine the combination of attributes to be used in COK-KIS products that are in line with the consumer’s preferences. The data was collected from 97 respondents through purposive sampling. The results were analyzed using conjoint analysis by SPSS. The study showed that the consumers’ preferred attribute was taste, the second was the nutritional value, and the third was the packaging. The most preferred combination of attributes was the low-calorie savory product, packed in a paper bag.

Article Details

An Analysis of Consumers’ Preferred Attributes of COK-KIS Products

Authors:

Vidya Pitaloka | Damelina B. Tambunan

Publisher:

KnE Social Sciences

Journal:

KnE Social Sciences Vol.5 Issue 5, pp.57-67

Document Type:

Article

Publication Date:

3/2021

Document Language:

English

Document ID (Org No.):

2001518705

pISSN:

2518-668X

consumer preferences

snacks

products

taste

packaging

nutritional value

conjoint analysis

Issues

Article Details

Authors: Vidya Pitaloka | Damelina B. Tambunan

Publisher: KnE Social Sciences

Journal: KnE Social Sciences Vol.5 Issue 5, pp.57-67

Document Type: Article

Publication Date: 3/2021

Document Language: English

Document ID (Org No.): 2001518705

pISSN: 2518-668X

Issues

Authors:

Vidya Pitaloka | Damelina B. Tambunan

Publisher:

KnE Social Sciences

Journal:

KnE Social Sciences Vol.5 Issue 5, pp.57-67

Document Type:

Article

Publication Date:

3/2021

Document Language:

English

Document ID (Org No.):

2001518705

pISSN:

2518-668X