IDEAS home Printed from https://ideas.repec.org/a/mup/actaun/2021.032.html
   My bibliography  Save this article

The Impact of Brand on Consumer Preferences of Milk in Online Purchases: Conjoint Analysis Approach

Author

Listed:
  • Šárka Velčovská

    (Department of Marketing and Business, Faculty of Economics, VŠB-Technical University of Ostrava, 17. listopadu 2172/15, 708 00 Ostrava-Poruba, Czech Republic)

  • Fridrik Rafn Larsen

    (Faculty of Business Administration, School of Social Sciences, University of Iceland, Sæmundargata 2, 102 Reykjavík, Iceland)

Abstract

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.

Suggested Citation

  • Šárka Velčovská & Fridrik Rafn Larsen, 2021. "The Impact of Brand on Consumer Preferences of Milk in Online Purchases: Conjoint Analysis Approach," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 69(3), pages 345-356.
    • Handle: RePEc:mup:actaun:2021.032
    DOI: 10.11118/actaun.2021.032
    as

    Download full text from publisher

    File URL: http://acta.mendelu.cz/doi/10.11118/actaun.2021.032.html
    Download Restriction: free of charge
    File URL: http://acta.mendelu.cz/doi/10.11118/actaun.2021.032.pdf
    Download Restriction: free of charge
    File URL: https://libkey.io/10.11118/actaun.2021.032?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Meyerding, Stephan G.H. & Bauchrowitz, Alexander & Lehberger, Mira, 2019. "Consumer preferences for beer attributes in Germany: A conjoint and latent class approach," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 229-240.
    2. Dominici, Andrea & Boncinelli, Fabio & Gerini, Francesca & Marone, Enrico, 2021. "Determinants of online food purchasing: The impact of socio-demographic and situational factors," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    3. Vithala R. Rao, 2014. "Applied Conjoint Analysis," Springer Books, Springer, edition 127, number 978-3-540-87753-0, November.
    4. Chu, Junhong & Arce-Urriza, Marta & Cebollada-Calvo, José-Javier & Chintagunta, Pradeep K., 2010. "An Empirical Analysis of Shopping Behavior Across Online and Offline Channels for Grocery Products: The Moderating Effects of Household and Product Characteristics," Journal of Interactive Marketing, Elsevier, vol. 24(4), pages 251-268.
    5. Tanushri Banerjee & Arindam Banerjee, 2018. "Web Content Analysis of Online Grocery Shopping Web Sites in India," International Journal of Business Analytics (IJBAN), IGI Global, vol. 5(4), pages 61-73, October.
    6. Caswell, Julie A., 1998. "Valuing the benefits and costs of improved food safety and nutrition," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 42(4), pages 1-16.
    7. Claudia Symmank, 2019. "Extrinsic and intrinsic food product attributes in consumer and sensory research: literature review and quantification of the findings," Management Review Quarterly, Springer, vol. 69(1), pages 39-74, February.
    8. Lai, John & Morgan, Stephen & Kassas, Bachir & Kropp, Jaclyn & Gao, Zhifeng, 2020. "Spending of Economic Stimulus Payments and Changes in Food Purchasing During the COVID-19 Pandemic," Choices: The Magazine of Food, Farm, and Resource Issues, Agricultural and Applied Economics Association, vol. 35(3), December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Dian Palupi Restuputri & Ayun Fridawati & Ilyas Masudin, 2022. "Customer Perception on Last-Mile Delivery Services Using Kansei Engineering and Conjoint Analysis: A Case Study of Indonesian Logistics Providers," Logistics, MDPI, vol. 6(2), pages 1-16, April.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ellen Van Droogenbroeck & Léon Van Hove, 2021. "Adoption and usage of E-grocery shopping: A context-specific UTAUT2 model," ULB Institutional Repository 2013/324918, ULB -- Universite Libre de Bruxelles.
    2. Jiangyuan Hou & Mingyue Du & Qingjie Zhou, 2023. "What People Talk About Multi-Channel Purchasing Behavior and What They Intend to do: Related Perspective From ESG Evaluation System," SAGE Open, , vol. 13(4), pages 21582440231, October.
    3. Ellen Van Droogenbroeck & Leo Van Hove, 2021. "Adoption and Usage of E-Grocery Shopping: A Context-Specific UTAUT2 Model," Sustainability, MDPI, vol. 13(8), pages 1-27, April.
    4. Alaimo, Leonardo Salvatore & Fiore, Mariantonietta & Galati, Antonino, 2022. "Measuring consumers’ level of satisfaction for online food shopping during COVID-19 in Italy using POSETs," Socio-Economic Planning Sciences, Elsevier, vol. 82(PA).
    5. Bodo Herzog, 2018. "Valuation of Digital Platforms: Experimental Evidence for Google and Facebook," IJFS, MDPI, vol. 6(4), pages 1-13, October.
    6. Neslin, Scott A., 2022. "The omnichannel continuum: Integrating online and offline channels along the customer journey," Journal of Retailing, Elsevier, vol. 98(1), pages 111-132.
    7. James Agarwal & Wayne DeSarbo & Naresh K. Malhotra & Vithala Rao, 2015. "An Interdisciplinary Review of Research in Conjoint Analysis: Recent Developments and Directions for Future Research," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(1), pages 19-40, March.
    8. Banterle, Alessandro & Stranieri, Stefanella, 2008. "The consequences of voluntary traceability system for supply chain relationships. An application of transaction cost economics," Food Policy, Elsevier, vol. 33(6), pages 560-569, December.
    9. Mengelkamp, Esther & Schönland, Thomas & Huber, Julian & Weinhardt, Christof, 2019. "The value of local electricity - A choice experiment among German residential customers," Energy Policy, Elsevier, vol. 130(C), pages 294-303.
    10. Sinner, Jim, 1999. "Cost-benefit analysis and the SPS Agreement," 1999 Conference (43th), January 20-22, 1999, Christchurch, New Zealand 171901, Australian Agricultural and Resource Economics Society.
    11. Gielens, Katrijn & Steenkamp, Jan-Benedict E.M., 2019. "Branding in the era of digital (dis)intermediation," International Journal of Research in Marketing, Elsevier, vol. 36(3), pages 367-384.
    12. Melis, Kristina & Campo, Katia & Lamey, Lien & Breugelmans, Els, 2016. "A Bigger Slice of the Multichannel Grocery Pie: When Does Consumers’ Online Channel Use Expand Retailers’ Share of Wallet?," Journal of Retailing, Elsevier, vol. 92(3), pages 268-286.
    13. Christian P Theurer & Andranik Tumasjan & Isabell M Welpe, 2018. "Contextual work design and employee innovative work behavior: When does autonomy matter?," PLOS ONE, Public Library of Science, vol. 13(10), pages 1-35, October.
    14. González-Benito, Óscar & Martos-Partal, Mercedes & San Martín, Sonia, 2015. "Brands as substitutes for the need for touch in online shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 121-125.
    15. Ardvin Kester S. Ong & Yogi Tri Prasetyo & Kerr Lorenzo Picazo & Kim Aaron Salvador & Bobby Ardiansyah Miraja & Yoshiki B. Kurata & Thanatorn Chuenyindee & Reny Nadlifatin & Anak Agung Ngurah Perwira , 2021. "Gym-Goers Preference Analysis of Fitness Centers during the COVID-19 Pandemic: A Conjoint Analysis Approach for Business Sustainability," Sustainability, MDPI, vol. 13(18), pages 1-17, September.
    16. Anoek Castelein & Dennis Fok & Richard Paap, 2020. "A multinomial and rank-ordered logit model with inter- and intra-individual heteroscedasticity," Tinbergen Institute Discussion Papers 20-069/III, Tinbergen Institute.
    17. Xiang Wu & Bin Hu & Jie Xiong, 2020. "Understanding Heterogeneous Consumer Preferences in Chinese Milk Markets: A Latent Class Approach," Post-Print hal-02489646, HAL.
    18. Amaral, Christopher & Kolsarici, Ceren, 2020. "The financial advice puzzle: The role of consumer heterogeneity in the advisor choice," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    19. Isihara, Paul & Shi, Chaojun & Ward, Jonathan & O'Malley, Leo & Laney, Skyler & Diedrichs, Danilo & Flores, Gabriel, 2020. "Identifying most typical and most ideal attribute levels in small populations of expert decision makers: Studying the Go/No Go decision of disaster relief organizations," Journal of choice modelling, Elsevier, vol. 35(C).
    20. Poulissen, Davey & de Grip, Andries & Fouarge, Didier & Künn, Annemarie, 2021. "Employers’ willingness to invest in the training of temporary workers: a discrete choice experiment," Research Memorandum 010, Maastricht University, Graduate School of Business and Economics (GSBE).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mup:actaun:2021.032. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ivo Andrle (email available below). General contact details of provider: https://mendelu.cz/en/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.