Consumer preferences for eggs using conjoint analysis

Abstract

In the UK consumers are becoming more aware of issues related to food quality. Food marketers face the problem of responding to these developments by offering products which are consistent with changing consumer preferences. It is therefore increasingly important for marketers to understand the nature of consumers' preferences. This study focuses on the preferences of egg purchasers and uses conjoint analysis to identify consumer preference segments in the market. The analysis reveals that the preferences of consumers are very heterogeneous, but that it is possible to identify segments with distinct preferences for particular egg attributes.

Keywords::

• Conjoint analysis
• consumers
• eggs
• marketing
• preferences
• production systems
• UK