Consumer preferences for iced coffee determined by conjoint analysis: an exploratory study with Norwegian consumers

Asioli, D. ORCID: https://orcid.org/0000-0003-2274-8450, Næs, T., Granli, B. S. and Almli, V. L. (2014) Consumer preferences for iced coffee determined by conjoint analysis: an exploratory study with Norwegian consumers. International Journal of Food Science & Technology, 49 (6). pp. 1565-1571. doi: 10.1111/ijfs.12485

Abstract/Summary

Summary The main aim of this study was to investigate consumer preferences for extrinsic attributes of iced coffee, explore consumers' coffee consumption habits, find new market opportunities and segment consumers based on similar products preferences. A sample of 101 consumers of iced coffee was recruited during 2012 in Norway. Twelve iced coffee products combining different levels of attributes such as coffee type, origin, calories and price were presented on screen and rated according to consumers' willingness to buy (WTB). Mixed model anova, principal component analysis (PCA) and partial least squares discriminant analysis (PLS‐DA) were applied to analyse data. Results show that the most preferred products for the consumer sample as a whole were low‐price low‐calorie products, while age has a significant effect on WTB for different iced coffee products. Four different consumer segments based on type of iced coffee and country of production preferences were identified and discussed.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/76530
Identification Number/DOI	10.1111/ijfs.12485
Refereed	Yes
Divisions	No Reading authors. Back catalogue items Life Sciences > School of Agriculture, Policy and Development > Department of Agri-Food Economics & Marketing
Uncontrolled Keywords	Conjoint analysis, consumers preference, iced coffee, Norway, rating, segmentation, willingness to buy
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