Application of Conjoint Analysis to The Customer's Preference of Decoration of Cupcakes

• Main Authors: YE, YI-TONG, 葉奕彤
• Other Authors: Chen, Chien-Lung
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/20180624783225538066

碩士 === 國立高雄餐旅大學 === 飲食文化暨餐飲創新研究所 === 105 === Originally, cupcake was baked in a individual carton box when there was extra cake batter left. Then, topped with whipping cream to become a basic decoration cupcake. However, the decoration of the cake become more diverse, plus food show, advertisement from the mass media, cupcake become an unique dessert in various stores and gained positive feedbacks. This study based on the cupcake recipes and thirteen stores that recommend from the journalists, categorize the products’ different elements, Data was collected by questionnaire to obtain costumers’ favorite cupcake and use conjoint analysis to investigate various cupcakes ingredient combination. On the other hand, we hope to find out the best profolio from the costumers’ points of view, to determine how consumers’ preferences, best portfolio, and consuming behavior. The result showed that: (1) In a questionnaire survey under the comparison of taste, appearance and decoration theme, consumers focus on the “taste” of the cupcake, with pictures presented in the joint analysis questionnaire, the consumers focus on the cakes’ decoration appearance. (2) the conjoint analysis determine the best portfolio are: "theme: cartoon animation", "price:105 Dollars", "sub food ingredient: cocoa." (3) the purpose of the purchase motivation for consumers are “gifting,” usually consumers would purchase when they have “special needs”.