Přehled o publikaci

This study examines consumer preferences in the context of milk chocolate selection using a conjoint analysis based on primary data collected through a questionnaire. The analysis focusses on four key attributes of the product: brand, price, weight, and content of certified cocoa. The results of the conjoint analysis provide the relative importance (weights) of individual criteria and estimate the utility associated with brand and certified cocoa content. The resulting preference structure serves as the basis for applying the TOPSIS (Technique for Order of Preference by Similarity to Ideal Solution) method to rank the actual chocolate products currently available on the market. This multicriteria decision-making framework allows for a systematic comparison of alternatives with respect to an ideal product profile. In addition, a sensitivity analysis is conducted to explore the robustness of the ranking outcomes. Specifically, we investigated the extent of the change in attribute weights required to alter the final product ranking. This provides insight into which attributes have the most influence on consumer choice under varying preference scenarios.