Consumer Preference Analysis on Attributes of Milk Tea: A Conjoint Analysis Approach

• Main Authors: Ardvin Kester S. Ong, Yogi Tri Prasetyo, Ma. Althea Deniella C. Libiran, Yuanne Mae A. Lontoc, Joyce Anne V. Lunaria, Adelaine M. Manalo, Bobby Ardiansyah Miraja, Michael Nayat Young, Thanatorn Chuenyindee, Satria Fadil Persada, Anak Agung Ngurah Perwira Redi
• Format: Article
• Language: English
• Published: MDPI AG 2021-06-01
• Series: Foods
• Subjects: milk tea; conjoint analysis; tapioca pearls; market analysis
• Online Access: https://www.mdpi.com/2304-8158/10/6/1382

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.