Open AccessThe Consumer Preferences for New Sumatran Camphor Essential Oil-based Products using a Conjoint Analysis Approach
Author(s) -
Cut Rizlani Kholibrina,
Aswandi Aswandi
Publication year - 2021
Publication title -
iop conference series. earth and environmental science
Language(s) - English
Resource type - Journals
eISSN - 1755-1307
pISSN - 1755-1315
DOI - 10.1088/1755-1315/715/1/012078
Subject(s) - camphor , conjoint analysis , preference , product (mathematics) , menthol , psychology , mathematics , chemistry , traditional medicine , medicine , statistics , organic chemistry , geometry
Camphor resin has been harvested from the Sumatran camphor tree (Dryobalanops aromatica) since the seventh century on the western coast of Sumatra, Indonesia. High beneficial compounds contained, a-pinene, 1.8-cineole, camphene, limonene, and p-cymene reveal the opportunities for prospective utilization as an anti-viral, expectorant, and immune system booster with a relaxing fragrance. The objective of the study was to determine consumer preferences for new Sumatran camphor essential oil-based products. Forty consumers were asked to provide an assessment of personal care products combination. A conjoint analysis approach was assisted by a computer with SPSS 14.0 program. The influence of five product profiles on consumer preferences including functionality, scent variant, packages, volume, and prices were examined. The results show that higher utility values indicate a greater preference. The highest utility value is indicated by the scent variant, this illustrates the respondent’s preferences for their preferred scent. Moreover, the scents (importance value 52.15) is the most influential on overall preferences. This means that there is a large preference differentiation between product profiles containing most and least desired scents. This is due to the preference for a particular scent is personal and unique which might have affected personal perception, which is closely related to initial recognition for a particular scent as an olfactory memory. The highest consumer’s preference is an inhaler product with floral scent, package roll-on, volume 6 ml, and price IDR50,000. Products with inhalation functions are intended to obtain a relaxing effect, reduce anxiety, and calm the mind, improve the respiratory system and immune system.