Consumer Preference Analysis of New Complementary Food Product Concept: An Exploratory Study

Abstract

XYZ Fruit Puree is one of complementary food products developed by Company X. A marketing plan to expand the market of the product is considered by developing new product variants, namely XYZ Organic Fruit Puree. The plan is done by providing new price offers and changing the target market from upper Social Economic Status (SES) into middle to upper. This study aims to evaluate consumer’s acceptance, purchase intention, and preference toward XYZ Fruit Puree and XYZ Organic Fruit Puree product concepts. Non-parametric test of Wilcoxon signed-rank test and Mann-Whitney test is used for data analysis in this study to compare the preference of total samples and each sample groups (SES AB, SES C, users, and non-users). The result showed that XYZ Organic Fruit Puree concept were more preferred by SES AB, SES C, users, and non-users in aspects of overall liking, uniqueness, transactional intention, and preferential intention. However, if price is taken into consideration, transactional intention for XYZ Fruit Puree concept is significantly greater than the XYZ Organic Fruit Puree concept. The recommendations given were the price of XYZ Organic Fruit Puree can be adjusted to be more acceptable to consumers as well as increasing consumer trust in product safety.