The ideal strawberry jam attributes based on consumer preferences: A conjoint analysis approach

Quality spells the success of every business. Quality means meeting the needs and the preferences of the consumers. This study was done to find out the product attributes that influence consumer preferences for strawberry jam and identify the ideal product attributes per market segment using conjoint analysis. It was conducted in Baguio City and La Trinidad, Benguet (Republic of the Philippines) from May 2006 to June 2007. Strawberry jam consumers gave the highest importance value to brand. However, the most preferred jam attributes obtaining the highest preference scores were: Good Shepherd brand (.266); with product information in label (.207); price of P70.00 per 425g jar (.191); whole berries (.114); attractive labeling (.108); and dark color (.002). Both locals and visitors gave the highest importance value to brand. Three consumer segments were identified for this product as: "price conscious", "product quality conscious", and "brand conscious". The foregoing results indicate that consumers of strawberry jam are keen on knowing about the product (quality and brand) before making purchases. Price is also important for the consumers, as they prefer to buy the lower-priced products.