Consumer preference on packed tender coconut water: Conjoint analysis approach

The study examined consumer preferences towards packed tender coconut water, which has witnessed higher demand in recent times. This is mainly due to its potential health benefits and being an ideal alternative to energy drinks and other carbonated beverages. For this study, primary data were collected from 150 consumers in Coimbatore using a well-structured questionnaire. Expending conjoint analysis, it was found that brand name was recorded as a highly preferred attribute, followed by quality parameters and price range. Therefore, creating awareness about the health benefits using various promotional tools and increasing its availability by establishing tender coconut water kiosks would raise its consumption. Further, due to the emergence of digital marketing adoptions, firms could focus on its availability through online platforms, which could increase consumption. Therefore, processing firms, in addition to traditional channels, should focus on adopting digital marketing channels with innovative products that have natural taste and good quality. Keywords: Brand, consumer buying behaviour, online platforms, processed foods, quality. JEL Codes: L66, M31.