Sugarcane spirit market share simulation: an application of conjoint analysis
Autor(a) principal: | |
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Data de Publicação: | 2009 |
Outros Autores: | , , , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Institucional da UFLA |
Texto Completo: | http://repositorio.ufla.br/jspui/handle/1/9575 |
Resumo: | This study evaluated the influence of packaging and labeling attributes of sugarcane spirit on consumers’ behavior by applying the results of conjoint analysis in sugarcane spirit market share simulation. Firstly, a conjoint analysis was performed aiming to estimate the part-worths of each consumer for some sugarcane spirit packaging and labeling attributes. These part-worths were used in the market share simulation using the maximum utility model. It was observed that some packaging and labeling attributes affected consumer’s purchase intention and that most consumers showed a similar preference pattern regarding these attributes. These consumers showed preference for the Seleta brand, which was bottled in 700 mL clear glass bottles with a metal screw cap that bore a label illustration unrelated to sugarcane spirit production process and had the information “aged 36 months in oak barrels”. This study also showed that conjoint analysis and the use of its results in the market share simulation proved important tools to better understand consumer behavior towards intention to purchase sugarcane spirit. |
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Sugarcane spirit market share simulation: an application of conjoint analysisSimulação do mercado de cachaça: uma aplicação da análise conjunta de fatoresConjoint analysisSugarcane spiritPackagingConsumerBehaviorThis study evaluated the influence of packaging and labeling attributes of sugarcane spirit on consumers’ behavior by applying the results of conjoint analysis in sugarcane spirit market share simulation. Firstly, a conjoint analysis was performed aiming to estimate the part-worths of each consumer for some sugarcane spirit packaging and labeling attributes. These part-worths were used in the market share simulation using the maximum utility model. It was observed that some packaging and labeling attributes affected consumer’s purchase intention and that most consumers showed a similar preference pattern regarding these attributes. These consumers showed preference for the Seleta brand, which was bottled in 700 mL clear glass bottles with a metal screw cap that bore a label illustration unrelated to sugarcane spirit production process and had the information “aged 36 months in oak barrels”. This study also showed that conjoint analysis and the use of its results in the market share simulation proved important tools to better understand consumer behavior towards intention to purchase sugarcane spirit.Este trabalho avaliou a influência de alguns fatores da embalagem e do rótulo de cachaça no comportamento dos consumidores, por meio da aplicação dos resultados da análise conjunta de fatores na simulação do mercado de cachaça. Inicialmente, realizou-se a análise conjunta de fatores, objetivando-se estimar os coeficientes da preferência dos consumidores em relação a alguns fatores da embalagem e do rótulo de cachaça. Esses coeficientes da preferência dos consumidores foram usados na simulação da participação de mercado, utilizando-se o modelo da máxima utilidade. Observou-se que os fatores da embalagem e do rótulo influenciaram na intenção de compra dos consumidores, sendo que os consumidores apresentaram preferência semelhante em relação a esses fatores. Esses consumidores preferiram as cachaças da marca Seleta, acondicionadas na garrafa de vidro transparente com capacidade igual a 700 mL e com tampa metálica rosqueável, que traziam no rótulo ilustração não relacionada ao processo produtivo de cachaça e a informação “envelhecida por 36 meses em tonéis de carvalho”. Verificou-se, também, que a técnica análise conjunta de fatores e a aplicação dos seus resultados na simulação da participação de mercado foram ferramentas úteis no entendimento do comportamento dos consumidores de cachaça.Sociedade Brasileira de Ciência e Tecnologia de Alimentos2015-05-14T18:31:45Z2015-05-14T18:31:45Z2009-05-16info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfCARNEIRO, J. D. S. et al. Sugarcane spirit market share simulation: an application of conjoint analysis. Ciência e Tecnologia de Alimentos, Campinas, v. 32, n.4, p. 645-652, out. /dez. 2012.http://repositorio.ufla.br/jspui/handle/1/9575Ciência e Tecnologia de Alimentosreponame:Repositório Institucional da UFLAinstname:Universidade Federal de Lavras (UFLA)instacron:UFLACarneiro, João de Deus SouzaMinim, Valéria Paula RodriguesSilva, Carlos Henrique OsorioRegazzi, Adair JoséChaves, José Benicio PaesMinim, Luis Antonioinfo:eu-repo/semantics/openAccesseng2015-05-14T18:32:46Zoai:localhost:1/9575Repositório InstitucionalPUBhttp://repositorio.ufla.br/oai/requestnivaldo@ufla.br || repositorio.biblioteca@ufla.bropendoar:2015-05-14T18:32:46Repositório Institucional da UFLA - Universidade Federal de Lavras (UFLA)false |
dc.title.none.fl_str_mv |
Sugarcane spirit market share simulation: an application of conjoint analysis Simulação do mercado de cachaça: uma aplicação da análise conjunta de fatores |
title |
Sugarcane spirit market share simulation: an application of conjoint analysis |
spellingShingle |
Sugarcane spirit market share simulation: an application of conjoint analysis Carneiro, João de Deus Souza Conjoint analysis Sugarcane spirit Packaging Consumer Behavior |
title_short |
Sugarcane spirit market share simulation: an application of conjoint analysis |
title_full |
Sugarcane spirit market share simulation: an application of conjoint analysis |
title_fullStr |
Sugarcane spirit market share simulation: an application of conjoint analysis |
title_full_unstemmed |
Sugarcane spirit market share simulation: an application of conjoint analysis |
title_sort |
Sugarcane spirit market share simulation: an application of conjoint analysis |
author |
Carneiro, João de Deus Souza |
author_facet |
Carneiro, João de Deus Souza Minim, Valéria Paula Rodrigues Silva, Carlos Henrique Osorio Regazzi, Adair José Chaves, José Benicio Paes Minim, Luis Antonio |
author_role |
author |
author2 |
Minim, Valéria Paula Rodrigues Silva, Carlos Henrique Osorio Regazzi, Adair José Chaves, José Benicio Paes Minim, Luis Antonio |
author2_role |
author author author author author |
dc.contributor.author.fl_str_mv |
Carneiro, João de Deus Souza Minim, Valéria Paula Rodrigues Silva, Carlos Henrique Osorio Regazzi, Adair José Chaves, José Benicio Paes Minim, Luis Antonio |
dc.subject.por.fl_str_mv |
Conjoint analysis Sugarcane spirit Packaging Consumer Behavior |
topic |
Conjoint analysis Sugarcane spirit Packaging Consumer Behavior |
description |
This study evaluated the influence of packaging and labeling attributes of sugarcane spirit on consumers’ behavior by applying the results of conjoint analysis in sugarcane spirit market share simulation. Firstly, a conjoint analysis was performed aiming to estimate the part-worths of each consumer for some sugarcane spirit packaging and labeling attributes. These part-worths were used in the market share simulation using the maximum utility model. It was observed that some packaging and labeling attributes affected consumer’s purchase intention and that most consumers showed a similar preference pattern regarding these attributes. These consumers showed preference for the Seleta brand, which was bottled in 700 mL clear glass bottles with a metal screw cap that bore a label illustration unrelated to sugarcane spirit production process and had the information “aged 36 months in oak barrels”. This study also showed that conjoint analysis and the use of its results in the market share simulation proved important tools to better understand consumer behavior towards intention to purchase sugarcane spirit. |
publishDate |
2009 |
dc.date.none.fl_str_mv |
2009-05-16 2015-05-14T18:31:45Z 2015-05-14T18:31:45Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
CARNEIRO, J. D. S. et al. Sugarcane spirit market share simulation: an application of conjoint analysis. Ciência e Tecnologia de Alimentos, Campinas, v. 32, n.4, p. 645-652, out. /dez. 2012. http://repositorio.ufla.br/jspui/handle/1/9575 |
identifier_str_mv |
CARNEIRO, J. D. S. et al. Sugarcane spirit market share simulation: an application of conjoint analysis. Ciência e Tecnologia de Alimentos, Campinas, v. 32, n.4, p. 645-652, out. /dez. 2012. |
url |
http://repositorio.ufla.br/jspui/handle/1/9575 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Sociedade Brasileira de Ciência e Tecnologia de Alimentos |
publisher.none.fl_str_mv |
Sociedade Brasileira de Ciência e Tecnologia de Alimentos |
dc.source.none.fl_str_mv |
Ciência e Tecnologia de Alimentos reponame:Repositório Institucional da UFLA instname:Universidade Federal de Lavras (UFLA) instacron:UFLA |
instname_str |
Universidade Federal de Lavras (UFLA) |
instacron_str |
UFLA |
institution |
UFLA |
reponame_str |
Repositório Institucional da UFLA |
collection |
Repositório Institucional da UFLA |
repository.name.fl_str_mv |
Repositório Institucional da UFLA - Universidade Federal de Lavras (UFLA) |
repository.mail.fl_str_mv |
nivaldo@ufla.br || repositorio.biblioteca@ufla.br |
_version_ |
1784550194700877824 |