Conjoint choice analysis for the development of a functional beverage

Abstract

This research proposes the development of a functional drink based  fruit juices and milk whey applying the Conjoint Based Choice Analysis (CBC) method. An orthogonal design of 5 attributes with 2 levels each was created, which resulted in 8 mini-concepts. The CBC method was used to determine the utility function of each of the mini-concepts. The selected attributes and their levels were: type of drink (concentrated and liquid), type of fruit (orange and watermelon), price ($1-3, and $ 3-5 per 250 ml), sweetener (sugar and honey) and antioxidant (citric acid yes or no). For the selection of the mini-concept, a Google Forms survey was applied to 251 residents of the Caracas Metropolitan area over 18 years of age, resulting in the mini-concept: orange juice/whey, honey, $ 1-3 and with antioxidant. To establish the level of the ingredients, a Taguchi L⁴ orthogonal design was applied, with the variables being the level of honey, and the proportion of orange juice/whey, which resulted in 4 formulations that were prepared and evaluated sensorially by means of an ordering test to establish the final formulation. To determine the proximal composition of the selected concept, physicochemical analysis was conducted. Shelf life was determined, through a stability test at 5^oC for 30 days with weekly measurements of acidity and pH, resulting in a shelf life of about 30 days for the product under these conditions.

Keywords: Multicriteria Decision Techniques, functional drink, Conjoint Choice Analysis, useful life