CONSUMER PREFERENCE FOR DAIRY PRODUCTS ATTRIBUTES IN KOLKATA: A CONJOINT ANALYSIS APPROACH
Milk and milk products have an important place in the dietary regimen of human beings due to health benefits. The adoption of milk processing is highly determined by the market demand for dairy products. It discussed the role of conjoint analysis in the determination of buyers' responses to a product during concept testing and test marketing and also for the modifications of existing products. The fulfillment of customers' needs and wants in a profitable way requires that companies understand the attributes of their product(s) that are most valued by the customers. In this paper the conjoint analysis of ghee has be estimated and their path worth utilities also has been calculated. In case of ghee the most important attribute to the consumers was found to be packaging which contributes 1.764 to the consumer’s total utility of 3.582 while the consumer’s least preferred attributes level is local brand ghee. Ghee prepared from cow milk (U=0.434) were found to have more utility to the consumers than buffalo ghee(U=0.125). Relative importance attributes of ghee to consumers were found to be: packaging (41.25%), types of ghee (27.10%), brand (23.14%) and quantity (8.51%). The computed expenditure elasticity of liquid milk, curd and buttermilk were found to be lesser than unity reflecting that consumers have considered these products as necessary goods.
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