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

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

10102 - Applied mathematics

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2025

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

The 43rd International Conference on Mathematical Methods in Economics (MME 2025)

ISBN

9788011074869

ISSN

2788-3965

e-ISSN

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Počet stran výsledku

6

Strana od-do

78-83

Název nakladatele

The Czech Society for Operations Research

Místo vydání

Prague

Místo konání akce

Zlín

Datum konání akce

3. 9. 2025

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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