Bottled coffee consumers’ preferences in Medan City

Abstract

Producers need to understand consumers’ behaviour in purchasing bottled coffee products. Consumers’ consideration in buying bottled coffee is the basis for producers for marketing strategies. The purpose of this study was to analyse consumer’ preferences for decisions in buying bottled coffee. Bottled coffee in this study uses 6 attributes that is colour, flavour, packaging, price, thickness, and promotion. Analysed using conjoint analysis with SPSS 24 by giving questionnaires to 100 respondents, the results of this study indicate that the majority of consumers likes bottled coffee with black colour, fragrant flavour, unattractive packaging, with a price of more than 8,000 IDR, and has an ordinary thickness. Promotion seen by consumers from social media.