Profiling of Orange Juice in the Context of COVID-19 in India

Abstract

This paper analyses consumers’ preferences considering both intrinsic (flavour, pulp, taste) and extrinsic (Method of Production (MOP) of oranges) cues through employing Multiple Correspondence, Hierarchical Cluster and Conjoint Analyses. The findings showed that two levels viz., ‘Organic’ method of production and ‘Balanced sweet and sour’ of Sweetener attributes are strongly preferred by the consumers in the orange juice. Hierarchical Cluster analysis through agglomeration schedule and dendrogram revealed three clusters within the dataset. Conjoint analysis showed that consumers mainly preferred combinations of attributes and levels in orange juice that are close to the nature ie., fresh orange, organic production, balanced sweet and sour and presence of more pulp in view of increasing concerns surrounding health and nutrition. These findings support product differentiation as a strategy by the firms in the food processing sector under an intense competition. Finally, with more people consuming orange juice than before and the industry adjusting to this demand increase, integrating messages about nutrition and health benefits in advertisements will help consumers to stay active in the market.