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Consumer's preferences for eggs attributes in Malaysia: evidence from conjoint survey

Abdul Hadi, Ahmad Hanis Izani and Shamsudin, Mad Nasir and Selamat, Jinap and Radam, Alias and Abdul Karim, Muhammad Shahrim (2013) Consumer's preferences for eggs attributes in Malaysia: evidence from conjoint survey. International Food Research Journal, 20 (5). pp. 2865-2872. ISSN 1985-4668; ESSN: 2231-7546

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Official URL: http://www.ifrj.upm.edu.my/20%20%2805%29%202013/43...

Abstract

As Malaysian economies grow, Malaysian per capita income is likely to increase. From economics point of view, it is expected that better-off consumers will move to better quality of food attributes such as freshness, food safety, quality and healthfulness in their food intake. This study aimed to investigate the demand for eggs attributes by Malaysian consumers. The study considers the conjoint analysis technique as a method for acquiring insights into preferences for eggs product. The technique was applied to establish the trade-offs that Malaysian consumers make between size, colour, size of packaging, functional attribute and price in the purchasing of eggs for 202 respondents. Least squares regression was utilized to estimate the relative importance of attributes for eggs. The results revealed that the ideal characteristic of egg was one with large size (grade A), omega eggs, brown, and ten per packs. We also found that consumers were also willing to pay more for their preferred attributes. The results found in the study provide valuable inputs to producers or marketers to improve their marketing efforts as well as market positioning, in line with the demanded eggs attributes.

Item Type:Article
Keyword:Attribute; Conjoint analysis; Eggs; Utility; Willingness to pay
Faculty or Institute:Faculty of Agriculture
Faculty of Economics and Management
Faculty of Food Science and Technology
Institute of Agricultural and Food Policy Studies
Publisher:Faculty of Food Science and Technology, Universiti Putra Malaysia
ID Code:28342
Deposited By: Nabilah Mustapa
Deposited On:30 Apr 2015 12:23
Last Modified:29 Sep 2015 10:01

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