隨著經濟的發展，國民的所得日漸提高，生活水準也隨之提升，人們對於飲食方面也越來越講究。而飲料市場變化萬千，不斷推陳出新的產品。在過去，有許多文獻以聯合分析法探討消費者偏好產品屬性之文獻，不過有關利樂包飲品產品屬性相關文獻較少。因故，本研究欲探討利樂包飲品之最佳產品組合，並期許能為國內業者與廠商提供市場激烈競爭的一些參考。
本研究依據產品屬性理論，進一步將屬性區分為「外顯屬性」與「內在屬性」，並經由探討過往文獻將「利樂包飲品」之產品屬性歸納為九種。再以前測問卷篩選出四種產品屬性：分別是「價格」、「品牌」、「口味」以及「折扣或促銷」，來作為正式問卷使用。
本研究結果得知，全體受測者的最佳產品組合為「價格：10元以下」、「口味：奶茶」、「品牌：統一麥香」、「折扣與促銷：有」，其中前兩名重視之產品屬性依序為「價格」與「品牌」。本研究也利用人口統計變數，分析不同變數下對利樂包飲品產品屬性之重視程度差異，變數有：性別、年齡、可支配所得以及學歷。

Many studies have attempted to show which product attributes meet customers’ requirements. However, the literature related to Tetra Pak is relatively rare. Therefore, this study intend to identify the best combination of consumer preference for Tetra Pak Drink, and hopes to give existing shops or manufacturers which want to enter the market.
Based on the theory of product attributes, this study divides the attributes into "explicit attribute" and "intrinsic attribute", then summarizes the product attributes into nine different species by previous literature. And then selected the four product attributes: "price", "brand", "taste" and "discount or promotion", as a formal questionnaire to use.
As a result, the study found out that the best Tetra Pak Drink attributes combination consists of “Price: 10NTD and below”, ”Flavor:milk tea”,”Brand: Mai Xiang ( Uni-President Enterprises Corporation) brand” and“have discounts or promotions”. And the study showed that ”price” and “brand” are the two most important Tetra Pak Drink attributes to the customer. This study used demographic variables to analyze the preference of different groups of ”gender”, “age”, “income”, “education” and “occupation” as well.

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