Choise-based conjoint analysis and determination of effective attributes in milk selection

Conjoint analysis is one of the most popular methods for measuring the preferences of individuals or groups. For example, it determines how much consumers love or value certain products, which then leads to a purchasing decision. The demand for raw milk consumption in Turkey has been increasing in recent years. However, in addition to this, consumers have some concerns in terms of hygiene and safety. In the study, choise-based conjoint analysis was applied to evaluate the milk preferences of the consumer. For this purpose, 96 participants were surveyed in Elazığ Merkez district in September 2020 and information was collected. In the study, participants were asked to evaluate 11 sets of milk purchasing profiles. Each set also included the "no purchase" option. In addition to the choise experiment, the survey collected information about the demographic and socioeconomic information of consumers, as well as their lifestyle and attitudes towards milk consumption. The characteristics considered for consumers' milk preference selection included packaging type, label status, expiry date status, price and brand. As a result of the analysis, it has been revealed that the expiry date, label status, price and packaging are the most important features for consumers' preferences.