Product attribute analysis for latte drinks: Implications for a coffee-flavored carabao milk-based drink

Issue Date

2-2017

Abstract

This research generally aims to determine the product attributes important in latte drinks and the specific preferences for the attributes among three potential target market segments for a coffee-flavored carabao milk-based drink. Six focus group discussions (FGDs) and a consumer survey with 120 respondents were conducted among high school, college and working professionals. Descriptive statistics such as frequency counts, percentages and means as well as non-parametric tests specifically Wilcoxon Signed-Rank Test and Kruskal-Wallis Test were utilized in the study. Among working professionals, taste was the single most important attribute; among college students, taste and aroma; and among high school students, taste, aroma, and texture. The working professionals preferred a latte drink to be more of coffee in terms of taste; the college students, more of milk in terms of taste but more of coffee in terms of aroma; and the high school students, more of milk in terms of taste, aroma and texture. The results suggest a need to employ conjoint analysis to get the optimal product formulation for Carakafe. The results also suggest that PCC-UPLB could come up with Carakafe variants in order to cater to all segments in the long-run.

Source or Periodical Title

International Food Research Journal

ISSN

1985-4668

Volume

24

Issue

1

Page

142-147

Document Type

Article

Physical Description

tables

Language

English

Subject

Carabao, Coffee-flavored milk, Latte drinks, Product attributes

Digital Copy

yes

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