Consumer Preferences for Peanut Butter (Mamba) Products in Haiti: A Conjoint Analysis

Abstract

Haitian consumers were surveyed to determine their preferences for three attributes of peanut butter: form (spicy, sweet, plain), origin (Haiti, U.S.), and price (lowest, most common, highest). Conjoint analysis was used to calculate relative importance and strengths of preferences for these attributes, which showed that price had more than twice the importance in the buying decision as either of the other attributes. Cluster analysis was used to identify market segments of like preferences, such as those strongly favoring Haitian products, or strongly disliking the plain form, or strongly sensitive to price. A multinomial logit model was used to evaluate the effect of various demographic variables on the probability of membership in a segment. A market share simulation determined that a new, sweet peanut butter product would increase domestic revenues most if priced at the highest level because a segment of the population would purchase the product and increase total peanut consumption.