Evaluating The Consumer Preference of UHT Ultra Milk Flavor: Evidence from Generation Z Consumers
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Published
26 June 2023
Keywords:
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conjoint analysis, consumer preference, generation Z, packaging, taste
Abstract
The existence of different characteristics in each generation encourage producers to stay updated on consumer preferences. This study aimed to analyze the characteristics and preferences of Generation Z consumers for UHT Ultra Milk Flavor. The research was conducted in August – November 2022 using a case study. The sampling method was a purposive sampling of 150 respondents, aged 18-22 years who had consumed Ultra Milk Flavor and purchased at least once in the last week, with pocket money. Data was collected online using Google Forms and then analyzed by descriptive analysis and conjoint analysis. The results showed that Generation Z consumers were dominated by women and the majority of students aged 20 years, with income levels ranging from >IDR 500.000 to IDR 1.000.000, and aware of drinking milk. The type of milk consumed the most is UHT milk with a frequency of purchase of once a week at a minimarket, and is familiar with the use of social media. Overall, the preference for UHT Ultra Milk Flavor is chocolate with 250 ml packaging, price of ≤IDR 5.000 with the most prioritized taste attribute. These findings suggest that milk producers can maintain, improve, and innovate flavors.
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Harsita, A., & Amam. (2019). Consumer attitude analysis of cassava processed of product attributes (Analisis sikap konsumen terhadap produk olahan singkong). Agrisocionomics: Jurnal Sosial Ekonomi Pertanian, 3(1), 19–27. https://doi.org/https://doi.org/10.14710/agrisocionomics.v3i1.2469
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Kotler, P., & Armstrong, G. (2017). Marketing Management. London(UK): Pearson Education.
Kresova, S., Gutjahr, D., & Hess, S. (2022). German consumer evaluations of milk in blind and nonblind tests. Journal of Dairy Science, 105(4), 2988–3003. https://doi.org/10.3168/jds.2021-20708
Kumrotin, E. L., & Susanti, A. (2021). The influence of product quality, price, and service quality on consumer satisfaction at the Ko.We.Cok cafe in Solo (Pengaruh kualitas produk, harga, dan kualitas pelayanan terhadap kepuasan konsumen pada cafe Ko.We.Cok di Solo). J-MIND (Jurnal Manajemen Indonesia), 6(1), 1-13. https://doi.org/10.29103/j-mind.v6i1.4870
Lestari, I., Mulyati, T. P. S., & Puspitasari, A. (2016). Effect of long storage time of ultra high temperature milk on lactose levels (Pengaruh lama penyimpanan susu ultra high temperature terhadap kadar laktosa). Analis Kesehatan Sains, 5(1). 343-346.
Mahato, D. K., Keast, R., Liem, D. G., Russell, C. G., Cicerale, S., & Gamlath, S. (2020). Sugar reduction in dairy food: An overview with flavoured milk as an example. In Foods. 9(1), 1-34. MDPI AG. https://doi.org/10.3390/foods9101400
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Safitri, M. D. P., & Harti, H. (2022). Analysis of consumer attitudes on the attributes of the Mak Tam concoction milk drink product is based on Fishbein analysis (Analisis sikap konsumen pada atribut produk minuman susu racik Mak Tam berbasis analisis Fishbein). Jurnal E-Bis (Ekonomi-Bisnis), 6(1), 116–127. https://doi.org/10.37339/e-bis.v6i1.899
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Authors
Santoso F. E., Prastiwi W. D., & Mukson M. (2023). Evaluating The Consumer Preference of UHT Ultra Milk Flavor: Evidence from Generation Z Consumers . Journal of Consumer Sciences, 8(2), 170-186. https://doi.org/10.29244/jcs.8.2.170-186
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