Title: Consumer preference model for coffee beverages - a case of Greater Jakarta consumers

Authors: Elia Oey; Dimitri Dimitri; Meiviana Husin; Rianto Nurcahyo

Addresses: International Business and Management Program, Management Department, Binus Business School Undergraduate Program, Bina Nusantara University, Jakarta 11480, Indonesia ' International Business and Management Program, Management Department, Binus Business School Undergraduate Program, Bina Nusantara University, Jakarta 11480, Indonesia ' International Business and Management Program, Management Department, Binus Business School Undergraduate Program, Bina Nusantara University, Jakarta 11480, Indonesia ' International Business and Management Program, Management Department, Binus Business School Undergraduate Program, Bina Nusantara University, Jakarta 11480, Indonesia

Abstract: Coffee consumption in Indonesia has experienced a steady growth driven by modern urban lifestyles. Due to its potential market, it is important for coffee stakeholders in Indonesia to understand their consumers' needs. The research is a case study of customer preference for coffee beverages in the Greater Jakarta area. The study proposes a consumer preference model to assist coffee shop owners in Greater Jakarta area understand their customers better and helps them formulate strategies. The study used a combination of literature review, affinity diagram brainstorming and Delphi technique to generate, screen and identify top five attributes and their respected level preferred by consumers. A multivariate conjoint model was formed to estimate the utility of coffee beverages. 451 responses were collected, and the result shows that the most important attributes are 'location' (40.58%), 'taste' (23.52%), 'service quality' (17.05%), 'price' (9.85%) and 'brand' (8.99%). In terms of location, consumers preferred outside shopping malls, while light taste is preferred over strong taste. Consumers also prefer popular brand with interactive service and affordable prices.

Keywords: coffee; conjoint analysis; consumer preference; Delphi.

DOI: 10.1504/IJBEX.2025.146058

International Journal of Business Excellence, 2025 Vol.36 No.1, pp.1 - 30

Received: 18 May 2021
Accepted: 10 Jul 2021
Published online: 06 May 2025 *

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