Santoso, Fellicia Etano and Prastiwi, Wahyu Dyah and Mukson, Mukson (2023) Evaluating The Consumer Preference of UHT Ultra Milk Flavor: Evidence from Generation Z Consumers in Semarang. Journal of Consumer Science Department of Family & Consumer Sciences IPB, 8 (1). pp. 1-16. ISSN 24608963

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Abstract

The existence of different characteristics in each generation encourages producers to stay updated on consumer preferences. This study aimed to analyze the characteristics and preferences of Generation Z consumers for UHT Ultra Milk Flavor. The research was conducted in August – November 2022 using a case study. The sampling method was a purposive sampling of 150 people, aged 18-22 years who had consumed Ultra Milk Flavor and purchased at least 1 time in the last week, with pocket money. Data was collected online using Google Forms and then analyzed using descriptive and conjoint analyses. The results showed that Generation Z consumers were dominated by women and most students aged 20 years, with income levels ranging from >IDR 500.000 to IDR 1.000.000, and aware of drinking milk. The type of milk consumed the most is UHT milk with a frequency of purchase of once a week at a minimarket, and is familiar with the use of social media. Overall, the preference for UHT Ultra Milk Flavor is chocolate with 250 ml packaging, price of ≤IDR 5.000 with the most prioritized taste attribute. These findings suggest that milk producers can maintain, improve, and innovate flavors.
Keywords: conjoint analysis, consumer preference, generation Z, packaging, taste

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