Attributes Affecting Consumers’ Demand on Quinoa

Abstract

The objectives of this research article are (1) to analyze attributes and factors of quinoa that affect consumer decision; and (2) to study a conjoint analysis of quinoa attributes that affect consumer satisfaction. This research is a quantitative study that collected data thought a focus group of 10 participants and interviewed using a questionnaire from 400 people in Bangkok between January 2020 and February 2020. Statistical analysis used to analyze data included the Likert scale and conjoint analysis to consumer’s decisions conjoint analysis is an overall analysis of many factors. It is close to the nature of consumer’s decisions, makes you aware of the various attributes in products based on Lancaster concepts. The result found that consumers rated the average importance of label information as the most important with a value of 4.34 points and the highest weight of 43.002%. The most importance attributes of quinoa product were label information followed by price and packaging. The products that consumers are most satisfying product were cup-style packaging with label information and a selling price was 45 baht. The top five attributes and factors that consumers rate as most important were label expiration date, packaging date, shelf-life, price and label information which the results were consistent. In addition, the most consumers prioritize of label information more than price of quinoa products. These attributes and factors can serve as guidelines for producers or individuals interested in the ready-to-eat quinoa product business to ensure that the products align with consumer preferences and meet their demands.