Consumer preference analysis on medium chain triglycerides (MCT) oil in the Philippines: A conjoint analysis

Abstract

Medium-Chain Triglyceride (MCT) oil has gained popularity as a dietary supplement in the health and wellness industry, particularly for its potential health benefits and versatility in consumption. Despite its expanding popularity, there has been little research on the specific attributes that influence consumer preferences for MCT oil, creating a gap in understanding the factors that drive purchasing decisions in this market. This study aimed to address this gap by identifying the most preferred combination of MCT oil attributes using a conjoint analysis approach. Key attributes considered were price, packaging material, certification type, product form, sourcing location, flavor, and consumption method. A conjoint analysis with an orthogonal design was conducted using SPSS version 27 to evaluate consumer preferences across these attributes. Results indicated that price and packaging material were the most influential factors in consumer choice, followed by certification type and product form. Attributes such as sourcing location and flavor ranked lower in importance, suggesting a consumer preference for cost-effectiveness, sustainability, and health assurances over sensory characteristics. The findings have practical implications for MCT oil producers and marketers by providing insight into consumer priorities, enabling them to design products that align more closely with these preferences. Practical contributions include recommendations for product differentiation through strategic pricing, sustainable packaging, and organic certification. This study’s approach and findings may also be applicable to broader consumer preference analyses within the dietary supplement and health product markets globally.