Product Experiences and Consumer Preferences Related to the Choice of Yogurt

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.