Determining Marketing Strategy for Coffee Shops with Conjoint Analysis

Yogi Tri Prasetyo, Krisna Chandra Susanto, Sheree Mae A. Asiddao, Omar Paolo Benito, Jui Hao Liao, Michael Nayat Young, Satria Fadil Persada, Reny Nadlifatin

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

Coffee has become an important part of any individual nowadays. The purpose of this study is to determine the marketing strategy for the coffee shops. This study uses several coffee attributes such as coffee type, sugar level, temperature, coffee beans, and frappe were analyzed by utilizing a conjoint approach. A questionnaire was utilized for this research which collected 500 respondents. Conjoint analysis showed that sugar level was the most important coffee attribute (43.013%), followed by temperature (37.75%), coffee type (14.701%), coffee beans (2.601%), and frappe (1.936%). Interestingly, cold cappuccino with Arabica coffee bean, less sugar, and with frappe was found to be the best combination for marketing strategy. This study can be utilized for developing the marketing strategy of coffee shops. By Understanding the relationship between the factors, coffee shops can find out which factors influence customers the most.

Original languageEnglish
Title of host publication2023 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2023
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages1370-1373
Number of pages4
ISBN (Electronic)9798350323153
DOIs
Publication statusPublished - 2023
Event2023 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2023 - Singapore, Singapore
Duration: 18 Dec 202321 Dec 2023

Publication series

Name2023 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2023

Conference

Conference2023 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2023
Country/TerritorySingapore
CitySingapore
Period18/12/2321/12/23

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