Consumer Preferences and Utility in Milk Chocolate Selection: Conjoint Analysis and TOPSIS Method

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F25%3AA0000554" target="_blank" >RIV/47813059:19520/25:A0000554 - isvavai.cz</a>
Result on the web
<a href="https://mme2025.utb.cz/wp-content/uploads/2025/12/Proceedings-MME_2025_accepted_2.pdf" target="_blank" >https://mme2025.utb.cz/wp-content/uploads/2025/12/Proceedings-MME_2025_accepted_2.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Consumer Preferences and Utility in Milk Chocolate Selection: Conjoint Analysis and TOPSIS Method
Original language description
This study examines consumer preferences in the context of milk chocolate selection using a conjoint analysis based on primary data collected through a questionnaire. The analysis focusses on four key attributes of the product: brand, price, weight, and content of certified cocoa. The results of the conjoint analysis provide the relative importance (weights) of individual criteria and estimate the utility associated with brand and certified cocoa content. The resulting preference structure serves as the basis for applying the TOPSIS (Technique for Order of Preference by Similarity to Ideal Solution) method to rank the actual chocolate products currently available on the market. This multicriteria decision-making framework allows for a systematic comparison of alternatives with respect to an ideal product profile. In addition, a sensitivity analysis is conducted to explore the robustness of the ranking outcomes. Specifically, we investigated the extent of the change in attribute weights required to alter the final product ranking. This provides insight into which attributes have the most influence on consumer choice under varying preference scenarios.
Czech name
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Czech description
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Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2025
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
The 43rd International Conference on Mathematical Methods in Economics (MME 2025)
ISBN
9788011074869
ISSN
2788-3965
e-ISSN
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Number of pages
6
Pages from-to
78-83
Publisher name
The Czech Society for Operations Research
Place of publication
Prague
Event location
Zlín
Event date
Sep 3, 2025
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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