As could be expected, the brand att

As could be expected, the brand attribute had the highest relative importance for the total sample. Fair-trade label and flavor came second in the purchasing decisions of the consumers with an almost negligible difference in importance. Label is judged almost as important as flavor and somewhat less important than brand. Package and blending were of minor relative importance. However, one has to remain cautious concerning the impact of the three dominant attributes; brand, label, and flavor. Coffee is, as opposed to a washing machine for example, a relatively low-involvement good, which implies a relative low importance of any attribute. Buying a specific type of coffee is often a matter of habit. This is also shown in the conjoint analysis by the much superior part-worth utility of the constant (i.e., the part of utility of coffee not explained by the five attributes) compared with the part-worth utilities of the attribute levels.