The Analysis of Consumer Preference on Product Attributes of Koeliner Ecoe Taro Chip

Abstract

Consumer preference on the attributes of a product can be helpful for the company; one of them is to predict the appropriate outcome for consumers. The company can improve and provide a product based on consumers’ choice of attributes preferred and desired. Koellner Ecoe is one of the UMKM that can take advantage of consumer preference to allocate capital according to the consumers in choosing Koeliner Ecoe taro chip product. This research aims to know the product attributes that are the most preferred and considered by the consumers in determining the taro chip product to assist the company in arranging improvement strategy and product development in the future. The research site is located in Citraland, West Surabaya. The sample collection uses the purposive sampling technique by distributing the questionnaire to 90 people. The analysis model in this research uses conjoint analysis with a fractional factorial design approach. The results of this research show that product attribute levels of taro chip that are the most preferred by the consumers is that using standing pouch doff packaging with sticker one-sided (front) packaging design, the desired price of Rp 7.000, the selected flavor variant is savory salted with slightly red yellow chip color. The order of importance of attribute which affects consumer preference in choosing taro chip based on significant value from the highest priority to the lowest value is that price, packaging, packaging design, flavor, and chip color.