TY  - THES
T1  - Drivers of choice for dairy and plant-based milk alternatives in the Philippines a rating-based conjoint analysis study
A1  - Tagle, Sofia Kamille F.
A2  - Francisco, Maria Leonora dL
LA  - English
PP  - Quezon City
PB  - College of Home Economics, University of the Philippines Diliman
YR  - 2021
UL  - https://tuklas.up.edu.ph/Record/UP-99796217613823924
AB  - Dairy milk consumption has been declining in recent years while the demand for plant-based milk alternatives is growing in popularity worldwide. A more in-depth understanding of the attributes of dairy or plant-based milk that are attractive to Filipino consumers is needed to help improve current sales. This study aimed to understand the intrinsic and extrinsic product attributes that are important to Filipino consumers when purchasing dairy milk and plant-based milk through conjoint analysis. Secondly, the research aimed to give insight on possible marketing strategies to promote the product category in the Philippines. A total of 199 and 166 respondents participated in dairy milk and plant-based milk survey via conjoint analysis (CA), respectively. Rating-based CA showed that flavor, fat content, and price were the most important product attributes for dairy consumers. The most preferred combination of dairy attribute levels is unflavored whole milk with at least six months shelf-life at room temperature, high in calcium, and within a price range of ₱ 60-80/L. For plant-based milk, the type of sweetener, price, and plant source are the most important attributes for plant-based milk consumers. The most preferred combination for plant-based milk is soy milk, original or vanilla flavored, naturally sweetened, fortified with vitamin B2 and B12, and within the ₱ 60-120/L. Results also show that there were no significant association between environmental awareness and milk choice (p > 0.05) but there was a significant association with health consciousness and milk choice (p < 0.05). Majority of the respondents drink fluid milk for its flavor and health benefits, thus, highlighting creaminess and its good nutritional profile can be a good marketing strategy.
NO  - Thesis Classification: F
CN  - LG 993.5 2021 F66 T34
KW  - Milk consumption : Philippines.
ER  -