An online conjoint survey was created using SSI Web (Sawtooth
Software version 6.0.6) and deployed from 12 to 29 October 2007.
Conjoint analysis refers broadly to a group of experimental procedures through which the structure of consumers' preferences can
be estimated. The underlying premise of the approach is that
products can be regarded as a bundle of attributes from which
utility (i.e., the value or relative attractiveness) is gained[5]. The
approach has been widely used in a variety of food and beverage
applications[6e10]