Vietnamese Consumers’ Preferences for Functional Milk Powder Attributes: A Segmentation-Based Conjoint Study with Educated Consumers

This paper investigated Vietnamese consumers’ preferences for functional milk powder products to determine if there were differences in market segments. A Qualtrics survey and a 1000minds choice-based conjoint survey were completed by 272 participants, predominantly 18-30-year-old males with high education levels and above average incomes. Firstly, general perceptions of the use of functional foods to maintain health were determined, with...