Illustrates the use of conjoint analysis, a multivariate technique for the analysis of consumer preferences for multiple attribute products with an application to freshness and quality attributes of eggs. Establishes general and specific background issues and explains the technique of conjoint analysis. Discusses aspects of research design. Summarizes the empirical results with emphasis on the interpretation of the model and its use for simulation analyses.

In the UK consumers are becoming more aware of issues related to food quality. Food marketers face the problem of responding to these developments by offering products which are consistent with changing consumer preferences. It is therefore increasingly important for marketers to understand the nature of consumers' preferences. This study focuses on the preferences of egg purchasers and uses conjoint analysis to identify consumer preference segments in the market. The analysis reveals that the preferences of consumers are very heterogeneous, but that it is possible to identify segments with distinct preferences for particular egg attributes.

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