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研究生：	楊媤媤 Jovita, Shelley
論文名稱：	以聯合分析法探討印尼消費者對珍珠飲品屬性偏好之研究 Consumer Preference for Bubble Drinks in Indonesia: An Application of Conjoint Analysis
指導教授：	莊双喜 Chuang, Shuang-Shii
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理學系 Department of Business Administration
論文出版年：	2020
畢業學年度：	108
語文別：	英文
論文頁數：	60
外文關鍵詞：	product attributes, conjoint analysis, consumer preference
相關次數：	點閱：111 下載：3
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Recently, bubble drinks have become global beverage phenomenon. Nonetheless, there are few studies that are concentrating on consumer preferences for bubble drinks, especially in Indonesia. As to better filling the gaps transparently, this research was performed to understand Indonesia consumer preferences when purchasing bubble drinks.
After reviewing relevant literature, nine product attributes namely (1) Flavor, (2) Price, (3) Halal certification, (4) Brand name, (5) Brand ambassador, (6) Packaging, (7) Brand origin country, (8) size, (9) Food delivery application were presented in pilot survey. Pilot survey was conducted to understand about which product attributes that could influence Indonesia consumers the most when purchasing bubble drinks. From pilot survey results, four product attributes namely “Flavor”, “Price”, “Halal Certification”, and “Brand Name” were included in questionnaire design because those product attributes could influence consumer the most when purchasing bubble drinks in Indonesia.
Formal questionnaire was conducted after finishing the questionnaire design that included four product attributes from pilot survey results. The questionnaire results were analyzed by using part-worth conjoint analysis method. From the questionnaire results, it is found that mostly Indonesia consumers prefer brown sugar flavored bubble drinks and Xing Fu Tang as bubble drinks brand name. Besides, price that Indonesia consumers could accept for bubble drinks is more than IDR35,000. Halal certification is a mandatory since October 2019, then marketers must be aware about it. Furthermore, this study applied demographic variables to analyze the preference of different profiles of “Gender”, “Age”, “Religion”, “Income” and “Occupation”.

Keywords: product attributes, conjoint analysis, consumer preference

Table of Contents

Abstract	I
Acknowledgement	II
List of Tables	VII
List of Figures	VIII
I.	Introduction	1
1.1	Research Background	1
1.2	Research Objective	4
1.3	Scope and Delimitation	4
II.	Review to Related Literature	5
2.1 Product	5
2.1.1 Product Attributes	5
2.1.2 Types of Product Attributes	6
2.2 Halal	6
2.2.1 Halal Certification	7
2.3 Brand Name	8
2.4 Brand Ambassador	9
2.5 Brand Origin Country	10
2.6 Price	10
2.7 Packaging	11
2.8 Food Delivery Application	12
2.9 Flavor	13
2.10 Demographic	13
2.10.1 Gender	14
2.10.2 Age	15
2.10.3 Social Class	15
2.11 Conjoint Analysis	16
2.11.1 Basic Concept of Conjoint Analysis	16
2.11.2 Steps Involved in Conjoint Analysis	17
III.	Methodology	18
3.1	Research Procedure and Framework	18
3.2	Product Attributes Selection Procedure	19
3.2.1 Pilot Survey Design	19
3.2.2 Pilot Survey Data Analysis	21
3.3	Questionnaire Design	22
3.4	Sampling Plan	24
3.5	Data Analysis Procedure	24
3.5.1	Descriptive Statistics Analysis	24
3.5.2	Conjoint Analysis: Part-Worth Utilities	24
3.5.3	Conjoint Analysis: Attribute Importance	25
IV.	Research Results and Analysis	26
4.1 Demographic Characteristic of Respondents	26
4.2 Result Analysis	28
4.2.1 Conjoint Analysis for Respondents Preference	28
4.2.2 Part-worth analysis results based on different gender profile	34
4.2.3 Part-worth analysis results based on different age profile	36
4.2.4 Part-worth analysis results based on different religion profile	38
4.2.5 Part-worth analysis results based on different income profile	39
4.2.6 Part-worth analysis results based on different occupation profile	41
V. Conclusions and Suggestion	43
5.1 Conclusion	43
5.2 Suggestion	44
5.3 Limitation	45
References	46
Appendix	54
A.1.	Pilot-survey	54
A.2.	Questionnaire	57



List of Tables

Table 3-1. Product attributes description	20
Table 3-2. Pilot survey product attributes total score	21
Table 3-3. Classification of Product Attributes	22
Table 3-4. Bubble drinks card	23
Table 4-1. Demographic characteristic of respondents	26
Table 4-2. Cards total score	29
Table 4-3. Product attributes level total value	30
Table 4-4. Product attributes level utility value	31
Table 4-5. Attribute utility range and importance of attributes	31
Table 4-6. Results Data Summary	32
Table 4-7. Each card total effect size	34
Table 4-8. Part-worth analysis results based on different gender profile	35
Table 4-9. Part-worth analysis results based on different age profile	36
Table 4-10. Part-worth analysis results based on different religion profile	38
Table 4-11.Part-worth analysis results based on different income profile	39
Table 4-12. Part-worth analysis results based on different occupation profile	41

List of Figures

Figure 2 1. Steps involved in conjoint analysis	17
Figure 3 1. Research flow	19
Figure 4 1. Comparison of each product attributes level utility value	33

                                    

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