Decoding Consumer Cravings: An Analysis Of Preferences In The Selection Of Cheese-Based Desserts

Abstract

This study examines the factors influencing consumer preferences when selecting cheese-based desserts, using Pookeey products as a case study. The research applied a mixed-method approach with a Sequential Explanatory design. Quantitative data were initially collected through a survey involving 109 respondents, followed by qualitative data collection. Consumer preference was measured through four variables: taste, texture, price, and packaging. Taste and texture represented sensory attributes, price reflected consumers’ perceptions of product affordability and value, while packaging measured the visual appeal, practicality, and presentation of the product. The quantitative findings demonstrate that taste achieved the highest mean score of 4.51, categorized as very high, confirming its importance as the primary consideration in consumers’ purchase decisions. Texture obtained a mean score of 4.05, indicating a high level of consumer evaluation, while packaging recorded the lowest mean score of 3.70. Inferential analysis showed that taste had a statistically significant influence on consumer preferences (p = 0.009). Price also significantly influenced consumers’ product selection (p = 0.032), demonstrating that affordability and perceived value remain important considerations. Conversely, texture and packaging did not demonstrate statistically significant effects on consumer preferences. The coefficient of determination (R² = 0.226) indicates that the four measured variables explained 22.6% of the variation in consumer preferences, while the remaining 77.4% was attributable to other variables not included in the model. Qualitative findings further confirmed that taste and price were the dominant considerations. Overall, Pookeey should prioritize consistent taste quality and competitive pricing while investigating additional factors that may shape consumer preferences.