Consumer preference analysis of snack using conjoint analysis method (case study: Telurgabus)

Abstract

Recently, the production of snacks continues to experience developments ranging from types, variants of taste, basic ingredients, and appearance. The aim of this research is to develop snack products in an effort to increase market share of the product itself. The example of the product for this research commonly known as Telur Gabus. Conjoint analysis and cluster analysis methods are used in processing the data obtained. Through the distribution of questionnaires, was obtained attributes that are considered in the development of this product that consist of texture, variant of taste, how to open the package, the weigh of contents, how to carry the packaging, and packaging design. The number of combination profiles is 16 combination profile level attributes and analyzed so that the combination of attributes with the highest utility value is chosen. The combination of attributes with the highest utility value are products that have a solid texture, have a salty taste, use zipper packaging, contents inside the packaging is 100-150 gr, carried by hand and have a packaging product design with a sticker covering half the packaging.