Understanding consumer preferences in the personalised coffee market is important to identify the changing demand. While consumers often rely on product information when making choices, actual tasting may alter expectations and subsequent preferences.
This study investigated the effect of sensory input on discrete choice experiment for consumer preferences for iced coffee lattes that differ in coffee profiles (Light-roasted Arabica & Dark-roasted Robusta), sweetness level (without, reduced sugar & normal sugar), and sustainability labels (without, Fairtrade & Organic) among respondents in Indonesia (n = 197) and Denmark (n = 109).
Mixed logit models were used to estimate attribute importance and preference heterogeneity, while latent class (LCL) models identified underlying consumer segments. Differences between expected and actual hedonic liking were compared to assess expectation effects.
Integrating sensory input into the DCE design captured discrepancies between expectation and actual experiences by offering a more realistic basis for predicting coffee choice with a trade-off in inflated liking prior to tasting.
The main objectives of this project are to:
Understand the intrinsic and extrinsic attributes influencing expected and actual preferences for iced coffee lattes in Indonesia and Denmark
Explore consumer segmentations and their socio-demographic profiles within Indonesia- and Denmark- based consumers
Andika Wicaksono Putro
This research is supported by the Indonesian Education Scholarship Program, Universitas Gadjah Mada, and the University of Copenhagen.
