Taste and choice: A comprehensive conjoint analysis of processed mango juice attributes

K Gayathri; T Samsai; S Selvanayaki; M Prahadeeswaran; S R Gangai

doi:10.14719/pst.5612

Authors

K Gayathri PG Scholar, Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore 003, Tamil Nadu, India https://orcid.org/0009-0005-2609-0643
T Samsai Professor (ARM), Department of Planning and Monitoring, Tamil Nadu Agricultural University, Coimbatore 003, Tamil Nadu, India https://orcid.org/0000-0002-7912-1109
S Selvanayaki Professor (ARM), Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore 003, Tamil Nadu, India https://orcid.org/0000-0002-9463-7170
M Prahadeeswaran Associate Professor, Department of Agricultural Economics, TNAU, Coimbatore 003, Tamil Nadu, India https://orcid.org/0000-0002-6175-3984
S R Gangai Professor (Statistics) Department of PSIT, AEC&RI, Tamil Nadu Agricultural University, Coimbatore 003, Tamil Nadu, India https://orcid.org/0000-0002-4475-2293

DOI:

https://doi.org/10.14719/pst.5612

Keywords:

Conjoint analysis, consumer preference, processed mango drink, product attributes, packaging materials, sweeteners, multinomial logit regression

Abstract

The food processing sector in India is experiencing significant growth, driven by urbanization, population expansion, and evolving consumer lifestyles. Among the various segments, the market for processed mango juice is rapidly expanding, especially in the Asia Pacific region due to the increasing demand of consumers for natural and nutritious beverages. In India, the processed mango juice market is also expected to grow substantially, supported by major brands foreseeing the immense market potential. This is further aided by a favourable climate for mango cultivation. Despite challenges such as seasonal availability and price fluctuations, consumer preferences are shifting towards healthier options, positioning the processed mango juice market for continued expansion in the coming years. This study focuses on consumer preferences towards the major attributes of processed mango drinks. Utilizing a purposive sampling method, data were collected from 150 respondents through questionnaires and interviews, supplemented by secondary data analysis. The research employed percentage analysis to assess consumer preferences, revealing insights into demographic characteristics that can inform marketing strategies. Additionally, a choice-based conjoint analysis was conducted to explore consumer trade-offs among product attributes—flavour, packaging material, sweeteners, and price—highlighting the importance of these factors in shaping consumer choices. The findings indicated that flavour and sweeteners are the primary factors driving consumer preferences, with a significant emphasis on taste over price and packaging considerations, ultimately leading to the identification of the most preferred product combinations based on total utility values.

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