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Vietnamese Consumers’ Preferences for Functional Milk Powder Attributes: A Segmentation-Based Conjoint Study with Educated Consumers

Author

Listed:
  • Trong Phan

    (Department of Food Science, University of Otago, Dunedin 9016, New Zealand)

  • Phil Bremer

    (Department of Food Science, University of Otago, Dunedin 9016, New Zealand)

  • Miranda Mirosa

    (Department of Food Science, University of Otago, Dunedin 9016, New Zealand)

Abstract

This paper investigated Vietnamese consumers’ preferences for functional milk powder products to determine if there were differences in market segments. A Qualtrics survey and a 1000minds choice-based conjoint survey were completed by 272 participants, predominantly 18-30-year-old males with high education levels and above average incomes. Firstly, general perceptions of the use of functional foods to maintain health were determined, with results revealing that participants believed in the benefits the foods claim to provide. Secondly, participants’ tradeoffs for specific extrinsic functional milk powder attributes were determined by examining the relative importance they placed on a range of attributes. Participants prioritized a quality stamp attribute and preferred that this was obtained from an international certification body. Finally, a two-step cluster analysis and multinomial logistic regression was used to profile the participants and analyze relationships between socio-demographic data and the four resulting segments (i.e., Food Safety Concerned, Price Sensitive, Premium Product Focused, and Nutrition Focused). The largest of these segments was Food Safety Concerned (46.3%) with males significantly less likely than females to be in this segment. Given the limited literature on Vietnamese consumers’ decision-making processes, this study is an important contribution to this topic, as well as providing information about market opportunities.

Suggested Citation

  • Trong Phan & Phil Bremer & Miranda Mirosa, 2020. "Vietnamese Consumers’ Preferences for Functional Milk Powder Attributes: A Segmentation-Based Conjoint Study with Educated Consumers," Sustainability, MDPI, vol. 12(13), pages 1-15, June.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:13:p:5258-:d:377683
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    References listed on IDEAS

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    1. Marko Sarstedt & Erik Mooi, 2014. "The Market Research Process," Springer Texts in Business and Economics, in: A Concise Guide to Market Research, edition 2, chapter 2, pages 11-23, Springer.
    2. David L. Ortega & H. Holly Wang & Nicole J. Olynk & Laping Wu & Junfei Bai, 2012. "Chinese Consumers' Demand for Food Safety Attributes: A Push for Government and Industry Regulations," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 94(2), pages 489-495.
    3. Paul E. Green & Abba M. Krieger & Yoram Wind, 2001. "Thirty Years of Conjoint Analysis: Reflections and Prospects," Interfaces, INFORMS, vol. 31(3_supplem), pages 56-73, June.
    4. Ortega, David L. & Wang, H. Holly & Wu, Laping & Olynk, Nicole J., 2011. "Modeling heterogeneity in consumer preferences for select food safety attributes in China," Food Policy, Elsevier, vol. 36(2), pages 318-324, April.
    5. Marko Sarstedt & Erik Mooi, 2014. "A Concise Guide to Market Research," Springer Texts in Business and Economics, Springer, edition 2, number 978-3-642-53965-7, October.
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