Edición especial (enero 2017)

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Determinación de la preferencia en millennials de productos, presentaciones y envases de bebidas personales para el desayuno a través de análisis conjunto
(Universidad de Cuenca, 2017) Romo Urgilés, Pablo Cornelio; Llivisaca Villazhañay, Juan Carlos
Vhe purpose of this study is to provide a context about the attributes that outline consumers¢ preferences toward the products that are supplied by the local industry of milks and beverages. This paper analyzes product, presentation, and packaging preferences of Millennials for personal breakfast beverages using Conjoint Analysis. Data was obtained using a survey applied to 200 students of the Languages Institute of University of Cuenca (Ecuador) between October and November, 2016. In this context, Conjoint Analysis was used with a full profile conjoint design following a detailed methodological procedure. Ordinary Least Squares Multiple Regression was used to formulate three different types of preference models: an individual model for each participant, a model for each socio-economic group, and a general aggregated model for the analyzed sample. Results show that globally, the type of packaging (41,07%) and the size of the presentation (31,16%) are more relevant attributes than the type of product (27,77%) to establish a consumer¢s preference for a personal breakfast beverage.