The impact of brand on consumer preferences of milk in online purchases: Conjoint analysis approach

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

The impact of brand on consumer preferences of milk in online purchases: Conjoint analysis approach

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

The impact of brand on consumer preferences of milk in online purchases: Conjoint analysis approach

Popis výsledku anglicky

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.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

<a href="/cs/project/EE2.3.20.0296" target="_blank" >EE2.3.20.0296: Výzkumný tým pro modelování ekonomických a finančních procesů na VŠB-TU Ostrava</a><br>

Návaznosti

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Rok uplatnění

2021

Kód důvěrnosti údajů

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

Název periodika

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

ISSN

1211-8516

e-ISSN

—

Svazek periodika

69

Číslo periodika v rámci svazku

3

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

12

Strana od-do

345-356

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85110022565