Understanding Gen Z's Preferences for Chocolate Bar Packaging Design: A Conjoint Analysis in Davao City
DOI:
https://doi.org/10.55927/ijsmr.v4i8.73Keywords:
Chocolate, Conjoint Analysis, Davao City, Generation Z, Packaging PreferencesAbstract
This study investigates the preferred chocolate bar packaging attributes of Generation Z (Gen Z) consumers in Davao City, Philippines—the declared "Chocolate Capital of the Philippines". Utilizing Conjoint Analysis via the PAPRIKA method, data were gathered from 364 valid Gen Z respondents aged 18–28. The research quantifies the relative importance weights of five key packaging attributes. Findings reveal that Imagery (29.4%) and Color (26.2%) are the most influential factors driving consumer preference, followed by Material Type (20.7%), Typography (13.3%), and Packaging Shape (10.4%). Strong consensus among respondents is indicated by a Kendall’s W of 0.724. The optimal packaging combination integrates Icons/Symbols, Shades of White, Plastic Packaging, Minimalist Fonts, and a Square Shape. Conversely, Illustrations and Shades of Black yielded 0.00% utility scores. These results provide actionable insights for local chocolate brands to realign packaging strategies with youth aesthetics.References
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