Consumer preference model for coffee beverages - a case of Greater Jakarta consumers

Coffee consumption in Indonesia has experienced a steady growth driven by modern urban lifestyles. Due to its potential market, it is important for coffee stakeholders in Indonesia to understand their consumers' needs. The research is a case study of customer preference for coffee beverages in the Greater Jakarta area. The study proposes a consumer preference model to assist coffee shop owners in Greater Jakarta area understand their customers better and helps them formulate strategies. The study used a combination of literature review, affinity diagram brainstorming and Delphi technique to generate, screen and identify top five attributes and their respected level preferred by consumers. A multivariate conjoint model was formed to estimate the utility of coffee beverages. 451 responses were collected, and the result shows that the most important attributes are 'location' (40.58%), 'taste' (23.52%), 'service quality' (17.05%), 'price' (9.85%) and 'brand' (8.99%). In terms of location, consumers preferred outside shopping malls, while light taste is preferred over strong taste. Consumers also prefer popular brand with interactive service and affordable prices.