Analytical Hierarchy Process of Instant Chocolate Drink Development based-on Consumer Preferences

M. Wahyudin, W. Wagiman, Vivi F Khulsum
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引用次数: 2

Abstract

Instant chocolate drink is chocolate powder in sachet packaging that has been accompanied by additional ingredients and is easy to consume. Sales competition between products has a determining factor in product selection by consumers and needs to be analyzed on factors that influence consumers to buy. This study aims to find out what are the priority attributes of decisionmaking in willingness to buy instant chocolate drinks. The method used in this research is the Analytical Hierarchy Process (AHP) approach, by arranging the problems hierarchically and then weighting and ranking priorities obtained from the results of distributing questionnaires aided by processing using the Super decision 2.0 application. Based on the results, there are seven (7) subattributes that could be influence consumers in buying an instant chocolate drink: originality taste, affordable prices, product quality, additional flavors, packaging visualization, producers of instant chocolate drink should be able to maintain the originality taste because it becomes the final factor in purchasing decisions. Beside the original taste, producers should be able to maintain affordable prices and not experience an increase in sales prices.
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基于消费者偏好的速溶巧克力饮料开发层次分析法
速溶巧克力饮料是一种小袋包装的巧克力粉,附带了额外的成分,很容易食用。产品之间的销售竞争是消费者选择产品的决定性因素,需要对影响消费者购买的因素进行分析。本研究旨在找出什么是优先属性的决策意愿购买速溶巧克力饮料。本研究采用的方法是层次分析法(AHP),通过对问题进行层次排列,再通过Super decision 2.0应用程序的处理,对发放问卷的结果进行加权和排序。根据结果,有七(7)个子属性可以影响消费者购买速溶巧克力饮料:原创性味道,可承受的价格,产品质量,附加口味,包装可视化,速溶巧克力饮料的生产者应该能够保持原创性味道,因为它成为购买决策的最终因素。除了原汁原味之外,生产商还应该能够保持可承受的价格,而不会经历销售价格的上涨。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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