Product Experiences and Consumer Preferences Related to the Choice of Yogurt

  • Erika Hlédik
  • Emma Lógó

Abstract

Consumers can generally choose from a variety of products and brands within a product category. This article investigates product experiences and consumer preferences related to yogurt attributes, presents a two-step methodology. Exploratory research describes consumer preferences related to the choice of yogurt. Interview methodology was applied in the qualitative phase (n = 16). The quantitative research is based on these results. The questionnaire was applied to a group of young adults (n = 144). The main groups of consumer preferences were identified using factor analysis.

Keywords

product experience, consumer preference, product attribute
Published in Onlinefirst
14-06-2016
How to Cite
HLÉDIK, Erika; LÓGÓ, Emma. Product Experiences and Consumer Preferences Related to the Choice of Yogurt. Periodica Polytechnica Social and Management Sciences, [S.l.], v. 25, n. 1, p. 64-69, 2017. ISSN 1587-3803. Available at: <https://pp.bme.hu/so/article/view/9331>. Date accessed: 23 nov. 2017. doi: https://doi.org/10.3311/PPso.9331.
Section
Articles