The aim of the paper is to determine preferences of Czech consumers in online shopping of long-life semi-skimmed milk and to identify the importance of milk attributes in their online buying process, with focus on brand. Specifically, the study is focusing on: 1) identification of the importance of a brand in comparison with packaging, price and quality label in online purchases, 2) finding milk with maximum utility for consumers, and 3) revealing the most preferred brand of milk when other attributes stay the same. Data were collected in September 2018 through an online survey, using full-profile conjoint analysis. A total of 185 respondents 18+ living in the Czech Republic, selected by quota sampling method concerning the role of men and women in household food purchases, completed a questionnaire. Research results reveal that brand is the most important extrinsic quality cue affecting milk choice in online purchases, with relative importance 50.3%. The importance of other surveyed attributes is balanced, with 18.6% for packaging, 17.6% for price and 13.5% for quality label. Comparison of consumer preferences for three different brands of milk with otherwise the same attributes revealed the highest preference for brand coming from the region. A familiar brand plays a key role in maintaining a competitive position in the online grocery market.

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