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

S.M.M., Ilao; M.B., Panabang; D.P.T., Depositario; G.N., Baticados

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

2017

S.M.M., Ilao | M.B., Panabang | D.P.T., Depositario | G.N., Baticados

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.

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