Consumer’s Preference Towards Probiotic and Fortified Milk by Conjoint Analysis

Abstract

The functional foods contain the significant levels of biologically active components to ensure the specific health benefits besides the traditional nutrients. In the present study the consumer preferences were examined for the dairy-based functional foods by analytic conjoint analysis process. Two largely consumed variants of the dairy-based functional foods i.e. probiotic drink: Yakult original & Yakult light and the fortified milk had been considered in this study at Ranchi city for the consumer’s preferences. The most important attribute for Yakult Original was the source of availability (26%), while for Yakult Light, it was health claims (38%); for fortified milk, the most important attribute was price (32%). The least important attribute for Yakult Original was packaging (12%), and for Yakult Light, it was packaging as well (2%). For fortified milk, the least important attribute was the source of availability (14%). Among the different combinations, the consumers preferred combination for the Yakult Original was a single bottle of 65ml for the price of Rs.16; available in a local shop; and helped in improving digestion. For Yakult Light, consumers preferred combination consisted a pack of 5 bottles of 325ml each, with less sugar, available in a local shop for Rs.19. In the case of fortified milk, consumers preferred combination was one litre of Medha Shakti for Rs.27, with health claims of improving calcium absorption, available in a local shop.