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Consumer Preference for Yogurt Packaging Design Using Conjoint Analysis

Fa Wang, Haifeng Wang and Joung Hyung Cho
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Fa Wang: School of Art Design, Jiangsu Vocational Institute of Architectural Technology, Xuzhou 221116, China
Haifeng Wang: Department of Marine Design Convergence Engineering, Pukyong National University, Busan 48513, Korea
Joung Hyung Cho: Department of Marine Design Convergence Engineering, Pukyong National University, Busan 48513, Korea

Sustainability, 2022, vol. 14, issue 6, 1-0

Abstract: With the growing consumption market of yogurt products, the continuous innovation of packaging design has become the major means of enterprise marketing for fast-moving consumer goods. Because different combinations of packaging design elements affect the consumers in different ways, the contradiction between the product packaging design and consumer demand has impacted the further development of these products’ marketing. To explore the relationship between the constituent elements of yogurt packaging design and consumer preferences, four kinds of factors to the purchased products’ attributes were selected from the packaging design, including the graphics, packaging colors, packaging shapes and label texts. The consumers’ preferences for different attributes of yogurt packaging design were quantitatively evaluated by the Conjoint Analysis Method (CAM). Consumers showed the strongest preference for yogurt packaging shapes (39.017%), and were the most satisfied with the concrete graphics of cool colors (31.330%); the level combination of attributes most preferred by consumers is that of concrete graphics, cool colors, gable-top boxes and simple labels. The packaging design satisfying consumer preferences gave rise to positive purchase attitudes. Such research results facilitated the understanding of the consumption market and provided the theoretical support necessary for the development of yogurt packaging design to match the consumers’ preferences.

Keywords: package design; consumer preferences; conjoint analysis; yogurt packaging; consumer demand (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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