The Influence of Packaging Cues on Consumer Choice for Decaffeinated Coffee: A Discrete Choice Experiment Gusti Ayu Made Devta Swijayanti (1), Wenny Bekti Sunarharum (1*), Sudarma Dita Wijayanti (1), Pradipta Widyo Nugroho (1)
1) Department of Food Science and Biotechnology, Faculty of Agricultural Technology, Universitas Brawijaya
Jl. Veteran, Malang 65145, Indonesia
*wbsunarharum[at]ub.ac.id
Abstract
The burgeoning market for decaffeinated coffee is driven by health-conscious consumers, particularly those with caffeine sensitivity, for whom packaging serves as a pivotal communication medium. Despite its importance, the most effective combination of packaging attributes remains empirically under-explored. This study aims to quantify consumer preferences to identify the optimal packaging design for decaffeinated coffee products in the Indonesian market.
A Discrete Choice Experiment was employed, administered via an online survey to three hundreds Indonesian consumers. Participants were presented with a series of choice tasks involving twelve systematically varied packaging concepts. The attributes under investigation included packaging material, health claims, product format, and price.
Aggregate analysis revealed Design 7 as the dominant choice, commanding a fifty-seven point four percent choice probability and the highest utility score three point two six. However, a preference heterogeneity analysis uncovered that the middle income consumer segment significantly preferred Design 3. This design was characterized by a single-sachet format, a recyclable metal tin, a premium price point seventy-five thousand Indonesian Rupiah, and the specific health claim: Suitable for Individuals with Caffeine Sensitivity.
These findings indicate a dual-market dynamic. While Design 7 captures broad market preference, likely due to its general appeal and competitive pricing, Design 3 successfully appeals to a high-value segment that prioritizes health assurance and quality signals over price. This study concludes that an effective marketing strategy for decaffeinated coffee necessitates market segmentation to distinctly target both the general consumer base and specialized niche audiences.
