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This study investigates Slovak consumer preferences for Greek yogurt through an online survey utilizing conjoint analysis, focusing on four key product attributes: price, probiotics, packaging, and production methods. The study reveals distinct consumer clusters with varying priorities: “Green and Health-Conscious Shoppers”, “Traditional Consumers”, and “Price-Sensitive Consumers.” It also highlights that consumer decisions are influenced by demographic and psychographic factors, such as values, education, and lifestyle. The importance of probiotics to health-conscious consumers suggests a market opportunity for functional dairy products with benefits like gut health and immunity support, which should be clearly communicated through targeted marketing.
Zanchini et al. (Wed,) studied this question.