A Choice-based Conjoint Analysis of Chobanis Low-calorie Yogurt

Consumer behavior is essential to marketing practice and business strategies. Which attribute is the one that has the strongest influence on yogurt consumption? Thru analyzing data collected from surveys, this article builds on previous marketing trends: the continuous trend of high protein and low calories yogurt products. By examining Chobani and its competitors, Oikos and Light+Fit, the material presented includes STP analysis, Choice-based Conjoint Analysis and linear regression. In STP analysis, this paper categorizes consumers into distinct groups such as healthy weight-conscious individuals and indulgent yogurt lovers and set a Perceptual Map to position Chobani and its two competitors. Surprisingly, the conjoint analysis shows that price has the most substantial influence on consumer decisions (30.061%), with flavor variety (26.809%) and protein (26.057%) following, and calorie (17.074%) ranking last. A further linear regression shows that price sensitivity remains a significant factor even for health-focused products. Consumers prefer yogurt products that are low-priced, low-calorie, high-protein and with various flavors.