Consumer’s Preference Analysis Toward The Attributes Packaging of Local Chocolate Products And Its Influence to Willingness to Pay Using Discrete Choice Experiment Method.

Sa'diyah, Miftahus and Wenny Bekti Sunarharum,, STP., M.Food.St., Ph.D. (2021) Consumer’s Preference Analysis Toward The Attributes Packaging of Local Chocolate Products And Its Influence to Willingness to Pay Using Discrete Choice Experiment Method. Sarjana thesis, Universitas Brawijaya.

Abstract

The packaging is an important attribute of a product, it is used as the communication tool in a marketing activity. There is a lot of components that should be considered to make the packaging. The previous research mentioned that front-of-pack attributes have the potential to affect people's choices. A Discrete Choice Experiment (DCE) was one of the methods that can be used to analyze the consumers' preference towards products. In this research, DCE method will be used with several attributes related to the product packaging such as design and packaging material. This research is conducted to analyze the preference of the consumers toward the design and material of the milk chocolate packaging. The reference sample of this research is an 80 grams milk chocolate bar product. The purpose of this research is to analyze the willingness of the consumers to pay the products that are offered. The result of this research reported level of attributes (design and packaging material) that preferred by the consumers. It was found that the Design 2 (black) attribute is significantly preferable to the Design 3 (yellow) and the Design 1 (white) designs among the surveyed consumers. Meanwhile, the consumer survey for the packaging material attributes (plastic, paper and aluminum foil) also showed the use of aluminum foil as the packaging material for milk chocolate is notably preferable than the other two materials. Those preferences were also affecting the willingness to pay (WTP) of the consumer towards the product. The consumer willing to pay Rp. 5.037 higher for Design 2 (black) design than the price that given to controlled level (Design 1 (white)) and do not willing to pay Rp. 3.256 higher for Design 3 (yellow) design compared to controlled design. Meanwhile for the material attributes, the analysis predicted the consumers are willing to pay Rp. 14.650 higher for aluminum foil based packaging and Rp. 8.081 higher for paper based packaging compared to the price that given to controlled level (plastic

English Abstract

The packaging is an important attribute of a product, it is used as the communication tool in a marketing activity. There is a lot of components that should be considered to make the packaging. The previous research mentioned that front-of-pack attributes have the potential to affect people's choices. A Discrete Choice Experiment (DCE) was one of the methods that can be used to analyze the consumers' preference towards products. In this research, DCE method will be used with several attributes related to the product packaging such as design and packaging material. This research is conducted to analyze the preference of the consumers toward the design and material of the milk chocolate packaging. The reference sample of this research is an 80 grams milk chocolate bar product. The purpose of this research is to analyze the willingness of the consumers to pay the products that are offered. The result of this research reported level of attributes (design and packaging material) that preferred by the consumers. It was found that the Design 2 (black) attribute is significantly preferable to the Design 3 (yellow) and the Design 1 (white) designs among the surveyed consumers. Meanwhile, the consumer survey for the packaging material attributes (plastic, paper and aluminum foil) also showed the use of aluminum foil as the packaging material for milk chocolate is notably preferable than the other two materials. Those preferences were also affecting the willingness to pay (WTP) of the consumer towards the product. The consumer willing to pay Rp. 5.037 higher for Design 2 (black) design than the price that given to controlled level (Design 1 (white)) and do not willing to pay Rp. 3.256 higher for Design 3 (yellow) design compared to controlled design. Meanwhile for the material attributes, the analysis predicted the consumers are willing to pay Rp. 14.650 higher for aluminum foil based packaging and Rp. 8.081 higher for paper based packaging compared to the price that given to controlled level (plastic

Item Type:	Thesis (Sarjana)
Identification Number:	0521100214
Uncontrolled Keywords:	Local Chocolate Product, Packaging, Consumer’s Preference, Willingness to Pay
Subjects:	300 Social sciences > 338 Production > 338.1 Agriculture > 338.16 Production efficiency
Divisions:	Fakultas Teknologi Pertanian > Teknologi Hasil Pertanian
Depositing User:	soegeng sugeng
Date Deposited:	31 Dec 2021 03:00
Last Modified:	23 Feb 2022 07:10
URI:	http://repository.ub.ac.id/id/eprint/187723

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