Abstract / Excerpt:

The study tested the applicability of Conjoint Analysis in determining the different segments of the single-pack coconut drink market among students in the Philippines and in designing the best coconut drink for each segment. It was able to establish additive predictive models which can determine the best combination of attributes (package, price, taste, bits, and preservatives) for at lease five segments: Exclusive College students, Exclusive High School students, Exclusive Elementary School mothers, Non-exclusive Elementary School mothers, and Non-exclusive College and High School students. The coconut drink market could be differentiated according to income (exclusive non-exclusive) and according to region (Luzon, Visayas and Mindanao). Students from College and High School Exclusive Schools considered packaging as the most important attribute. They preferred tetra pack to aluminum pouch and can. Preference for aluminum pouch was not conclusive although the results indicated that some Non-exclusive College Students, Non-Exclusive High Elementary School mothers showed preference for it. Filipino students preferred coconut drink that is tetra pack, sweetened, with bits, and without preservatives. Four out of the five segments considered packaging as a more important attribute than price. Consideration was given to price but not at the expense of packaging. Students from exclusive schools and some students from non-exclusive schools were willing to pay more as long as they got the package that they wanted. Among the five segments, only the mothers of Non-exclusive Elementary School mothers gave high importance to the absence of preservative.

Info

Source Institution	Ateneo de Davao University
Unit	Business and Accounting
Authors	Cruz, Felicitas D.
Page Count	143
Place of Publication	Davao City
Original Publication Date	March 1, 1997
Tags	Dissertations, Industrial Design

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