The impact of brand on consumer preferences of milk in online purchases: Conjoint analysis approach
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61989100%3A27510%2F21%3A10247770" target="_blank" >RIV/61989100:27510/21:10247770 - isvavai.cz</a>
Result on the web
<a href="https://acta.mendelu.cz/artkey/acu-202103-0005_the-impact-of-brand-on-consumer-preferences-of-milk-in-online-purchases-conjoint-analysis-approach.php" target="_blank" >https://acta.mendelu.cz/artkey/acu-202103-0005_the-impact-of-brand-on-consumer-preferences-of-milk-in-online-purchases-conjoint-analysis-approach.php</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.11118/actaun.2021.032" target="_blank" >10.11118/actaun.2021.032</a>
Alternative languages
Result language
angličtina
Original language name
The impact of brand on consumer preferences of milk in online purchases: Conjoint analysis approach
Original language description
The aim of the paper is to determine preferences of Czech consumers in online shopping of long-life semi-skimmed milk and to identify the importance of milk attributes in their online buying process, with focus on brand. Specifically, the study is focusing on: 1) identification of the importance of a brand in comparison with packaging, price and quality label in online purchases, 2) finding milk with maximum utility for consumers, and 3) revealing the most preferred brand of milk when other attributes stay the same. Data were collected in September 2018 through an online survey, using full-profile conjoint analysis. A total of 185 respondents 18+ living in the Czech Republic, selected by quota sampling method concerning the role of men and women in household food purchases, completed a questionnaire. Research results reveal that brand is the most important extrinsic quality cue affecting milk choice in online purchases, with relative importance 50.3%. The importance of other surveyed attributes is balanced, with 18.6% for packaging, 17.6% for price and 13.5% for quality label. Comparison of consumer preferences for three different brands of milk with otherwise the same attributes revealed the highest preference for brand coming from the region. A familiar brand plays a key role in maintaining a competitive position in the online grocery market. (C) 2021 Mendel University of Agriculture and Forestry Brno. All rights reserved.
Czech name
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Czech description
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Classification
Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
<a href="/en/project/EE2.3.20.0296" target="_blank" >EE2.3.20.0296: Research team for modelling of economic and financial processes at VSB-TU Ostrava</a><br>
Continuities
P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)
Others
Publication year
2021
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
ISSN
1211-8516
e-ISSN
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Volume of the periodical
69
Issue of the periodical within the volume
3
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
12
Pages from-to
345-356
UT code for WoS article
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EID of the result in the Scopus database
2-s2.0-85110022565