Consumer Preference for Flavor Attributes and Packaging of Processed Cow Offal

Abstract

The objective of this research was to explore consumer preference for flavor attributes and packaging of processed cow offal. Conjoint analysis technique was employed in the present study.  The samples of the research were consumers in in Sakhon Nakhon, Nakhon Phanom, Mukdahan province, and foreign tourists, totaling 400 participants. A questionnaire, the main instrument of the study, was constructed through extensive literature review and previous studies, which eventually revealed three main attributes influencing customer preference: flavor, packaging appearance, and packaging size. The flavor attributes were divided into four levels, while packaging was categorized into two levels, and packaging was broken down to 3 levels, respectively. The questionnaire was administered to the samples to identify their preferences. The results suggest that flavor and packaging are the most important attributes on participants’ preference for cow offal. Flavor attributes obtain a significant value of 37.61, packaging received 35.61, followed by packaging size and packaging appearances with significance values of 35.61 and 26.77, respectively. The results of a total utility analysis indicate that most of the respondents were satisfied with salty flavor of cow offal, 50-gram packaging size, and aluminum foil bag for packaging appearance.