Vol. 11, Special Issue 1 (2022)

Author(s):
S Sowdambika, Ayyavoo Preamnath Manoharan, B Murugan, PSL Sesh and A Serma Saravana Pandian

Abstract:
Conjoint analysis is a multivariate technique, which give importance to consumer preference and helps to formulate predictions about ingredients levels and it is also called as trade-off analysis. This method is a multi-attribute product concept in which consumers evaluate the utility of a product by combining separate amounts of utility provided by each level of ingredients. The energy drink was prepared with different levels of ingredients like electrolytes namely sodium (0.15 per cent, 0.20 per cent and 0.25 per cent) and potassium (0.075 per cent, 0.10 per cent and 0.125 per cent), mineral like calcium (0.025 per cent, 0.05 per cent and 0.10 per cent), caffeine (0.01 per cent, 0.02 per cent and 0.04 per cent), taurine (0.2 per cent, 0.25 per cent and 0.225 per cent) and glucuronolactone ( 0.06 per cent, 0.12 per cent and 0.18 per cent) with sugar (15 per cent, 10 per cent and 12 per cent). Using conjoint analysis, utility value and relative importance were determined for the attributes of the energy drink and found that it should have the following combination: Sugar – 15, NaHCo3 – 0.2, KCL – 0.125, CaCo3 – 0.05, Caffeine - 0.02, Taurine - 0.225 and Glucouronolactone – 0.12.