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Conjoint Analysis: A Study of Canned Coffee in Taiwan


Meng-Long Shih, Chen-Yin Liu, Biing-Wen Huang, Shouhua Lin, Ke-Chung Peng


Vol. 8  No. 8  pp. 238-246


This paper intends to explore consumer preferences for canned coffee attributes, to determine the optimal combination for consumers, and to provide manufacturers a reference for their marketing strategies. In this study, consumers in Taiwan were divided into several demographic regions (Northern, Central, and Southern areas) and individual preferences for instant coffee attributes were compared. By adopting conjoint analysis we found price was the major concern for all consumers. In addition, consumers in Northern and Central areas cared more about flavor, while Southerners more about the brand name. Consumers in Taiwan showed significantly demographical difference in their preferences over the combination of canned coffee attributes.


conjoint analysis, canned coffee, product attributes, consumer preferences