Mapping determinants of purchase intent of concentrated yogurt (Labneh) by conjoint analysis

Abstract The relative contributions of sensory properties, fat content, price, method of processing, and presumed absence of preservatives in the product to purchase intents of concentrated yogurt (Labneh) were evaluated by conjoint analysis. Three hundred subjects tasted Labneh samples identified by different combinations of attribute levels and rated their intents to purchase the products. Analysis of the subjects’ responses revealed preference for higher levels of fat in the product and that purchase intents are largely dominated by sensory properties and fat contents. Fat levels and sensory properties accounted for 65.46% while price, method of processing, and presumed absence of preservatives in the product contributed for 34.54% of purchase intents. Cluster analysis identified four segments of consumers with similar preferences for sensory properties and fat levels and response to presumed absence of preservatives in products. Apart from the product purchased/consumed by respondents, behavioral and demographic characteristics of subjects were not related to segment membership. Information on fat levels and other extrinsic attributes of the product have secondary effects on purchase decisions of concentrated yogurt when evaluated by conjoint analysis models incorporating actual tasting of products in the study design. Actual tasting of products masked possible effects of behavioral and demographic characteristics of respondents on purchase intents of Labneh.

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