Resumo

ARANCIBIA FLORES, Matías; JORQUERA REYES, Nicolás  e  CHACANA OJEDA, Marcelo. Using conjoint analysis to estimate consumption preferences for goat milk powder in the Coquimbo Region. Vértice univ. [online]. 2022, vol.24, n.93, e60.  Epub 17-Out-2022. ISSN 2683-2623.  https://doi.org/10.36792/rvu.v93i93.60.

Traditional foods can use consumer science approaches to define market segments and consumer attributes, the present research analyzes the relative importance of consumer determinants for goat milk powder (origin, fat content, format, price), using the multivalent conjoint analysis methodology on a sample of 188 subjects from the Coquimbo Region (Chile). The results show that the most valued attribute in relative importance by the surveyed consumers is the origin of the product 26.7 %, preferring a national product to an international one, followed by fat content 26.4 %, distinguishing skim milk over whole milk, then product format 24.2 %, a small format, and finally price 22,8 %, as the least significant attribute, opting for the lowest cost ($15,000 CLP). Consumers preferred the skim variant, which is suitable for children and adults, as well as the small package size (450 g) because it is easier to measure and consume.

Palavras-chave : Goat milk powder; consumer preferences; conjoint analysis; Traditional food products.