Examines Consumer Preferences Research Articles

Eye-tracking technology in Vietnam: A comprehensive review of its application and acceptance across various fields

This paper presents a literature review of the application and acceptance of eye tracking technology in Vietnam across various fields, including education, consumer behavior, and medical research. Eye tracking has gained prominence due to its ability to provide objective insights into visual attention, cognitive processes, and decision-making. The study aims to evaluate the scope of existing research, assess the technology's effectiveness in Vietnamese contexts, and highlight areas for future development. The review focuses on research published up to 2023, specifically on studies that utilized eye tracking technology to explore various research areas. A systematic search using relevant keywords in both English and Vietnamese was conducted across academic databases. Initially, nine relevant articles were identified, with four selected for detailed examination. These studies applied eye tracking technology to different domains, such as consumer behavior, gender differences, environmental influences on children, and brand awareness. For instance, research in consumer behavior used eye-tracking to investigate Vietnamese preferences in food and beverage choices. Meanwhile, studies focusing on dioxin exposure in children explored gender-specific visual patterns and cognitive effects. These findings suggest that eye tracking is a valuable method for examining consumer preferences and environmental impacts on cognitive behavior, especially in Vietnam. However, this review also identifies limitations in the existing research, particularly regarding sample representation and diversity. To advance the field, future research should focus on including more diverse populations and integrating additional physiological measures. This would provide a more comprehensive understanding of human behavior in Vietnam, thereby enhancing the applicability and relevance of eye tracking studies across various disciplines. Addressing these limitations could significantly contribute to the growth and development of research using eye tracking technology in Vietnam.

Factors Influencing Elderly Consumers' Preferences for Edible Gels: Insights from Slovakia.

As dietary needs shift with the growing and aging population, there is a demand for food products that meet nutritional, safety, and tribological requirements while being cost-effective. Seniors must be given significant consideration in new product development. This study examines consumer preferences for arabinogalactan (AG) and beta-glucan (BG) hydrogels with vanilla and coffee-biscuit flavors, using consumer tests (N = 80) and an online survey (N = 852). It focuses on the gels' physical properties, such as texture and viscosity, and their impact on sensory perception. The use of two different gel-forming polysaccharides, each with a unique sensory profile, was observed to affect the sensory properties of the resulting gels and subsequently influence product acceptance. This study analyzed preferences across three age groups: young (18-39 years), middle-aged (40-59 years), and older adults (60+ years). The results showed that seniors preferred AG-based gels. Significant attributes such as the intensity of flavor and bitter taste influenced the overall liking of the gels. Texture also notably impacted preferences. The survey findings revealed statistically significant (p < 0.05) differences in preferences between older adults and younger age groups. Tailoring product development and marketing strategies based on age and sensory preferences could enhance consumer acceptance of edible gels.

From vineyard to glass: Measuring consumers’ willingness to pay for innovative rootstock-produced wine through an experimental auction

Availability of new rootstocks in vineyards offers improved sustainability and adaptability to changing climatic conditions. However, the adoption of these innovations in the wine industry can be hindered by consumer perceptions and uncertainty about the intrinsic and extrinsic characteristics of the new rootstock-produced wines. This study aims to address these concerns by examining consumer preferences towards M4 rootstock-produced wines through a consumer test and a willingness-to-pay assessment based on a Becker-DeGroot-Marschak auction analysis. A non-hypothetical experiment design, involving 201 wine consumers from the Veneto and Friuli Venezia Giulia regions of Italy, was employed to identify differences in new patterns of wine consumption due to the information provided. Results show that consumers do not identify noticeable taste differences between wines produced with innovative and traditional rootstocks. However, when informed about the water-saving benefits, their willingness to pay for wines made with the innovative rootstock is 5% higher than for wines using traditional rootstocks. This additional willingness to pay becomes statistically insignificant after tasting the wine. The introduction of the M4 rootstock among vine growers appears to be an effective solution in meeting consumer demand for high-quality products made with environmentally-friendly methods that conserve scarce resources, such as water. The findings of this study contribute to the ongoing debate on the development of sustainable and economically viable viticultural practices that address the challenges posed by climate change.

Consumer preference on packed tender coconut water: Conjoint analysis approach

The study examined consumer preferences towards packed tender coconut water, which has witnessed higher demand in recent times. This is mainly due to its potential health benefits and being an ideal alternative to energy drinks and other carbonated beverages. For this study, primary data were collected from 150 consumers in Coimbatore using a well-structured questionnaire. Expending conjoint analysis, it was found that brand name was recorded as a highly preferred attribute, followed by quality parameters and price range. Therefore, creating awareness about the health benefits using various promotional tools and increasing its availability by establishing tender coconut water kiosks would raise its consumption. Further, due to the emergence of digital marketing adoptions, firms could focus on its availability through online platforms, which could increase consumption. Therefore, processing firms, in addition to traditional channels, should focus on adopting digital marketing channels with innovative products that have natural taste and good quality. Keywords: Brand, consumer buying behaviour, online platforms, processed foods, quality. JEL Codes: L66, M31.

Do consumers care about organic when consuming speciality bakery products or is it all about indulgence?

PurposeThis study explores the viability of incorporating more expensive organic wheat flour into speciality bakery products, which are of superior quality, thus justifying the higher cost. As consumers may be reluctant to purchase organic speciality baked goods due to unfavorable taste associations with organic foods, particularly those consumed as a treat or for pleasure, this study investigates the impact of providing taste assurances and origin information on consumer acceptance and WTP for organic speciality bakery products.Design/methodology/approachUsing data from an online survey of US consumers, random parameter logit models were estimated and willingness-to-pay (WTP) values were calculated.FindingsStudy results show that the use of more expensive organic flour is justified for speciality bakery products when favorable taste assurances are provided or for consumers who value organic foods. Freshness indictors were only important in the case of speciality breads, but not for other products. Finally, improving consumer awareness of organic labeling standards does not significantly impact their organic product preferences or taste perceptions.Practical implicationsThis analysis aims to identify the product information likely to increase the consumption of organic speciality bakery/pastry products and thus support the incorporation of organic wheat flour into these higher-value products.Originality/valueWhile previous choice experiment studies have extensively examined consumer preferences for organic products, few have evaluated the impact of providing taste and freshness indicators, particularly in the context of vice goods. This study examines the impact of providing taste and freshness indicators on consumer acceptance and WTP for various organic speciality bakery/pastry products in stated choice experiments, where consumers to not have the option to taste the product. Specifically, we examine if taste and freshness assurances reduce potential negative organic product taste biases.

Analysis of Consumer Preferences in the Fitness Services Market of China

This article examines consumer preferences in the fitness services market in China, driven by the growing popularity of fitness and healthy living. Understanding fitness preferences among the population is increasingly important for developing effective fitness programs and marketing strategies. Chinese society is transitioning from traditional lifestyles to more active and healthy ones, leading to a rise in interest in physical activity and entertainment, as well as the emergence of new fitness facilities and programs. Insights into fitness preferences within the context of Chinese society can aid fitness industry enterprises and public health organizers in designing more effective and accessible programs for a broad audience. The contemporary Chinese market is one of the largest and fastest-growing globally. Economic changes in recent decades have led to a significant improvement in living standards and the emergence of new consumer trends among the Chinese population. However, these changes necessitate a thorough analysis of Chinese consumers' preferences to identify key factors influencing their choices. This study is based on a survey of 257 adults from various sociocultural groups across different regions of China. The research aims to determine the problems and prospects of engaging various population segments in health fitness activities and their consumer preferences. The results indicate varied satisfaction levels with fitness outcomes between men and women, with time constraints and lack of motivation being the main obstacles to fitness participation. Financial limitations and the distance to fitness centers also impact, albeit to a lesser extent. The most valued services for a comfortable fitness experience are massage, showers, and personal training programs. Personalized training sessions and online consultations received mixed reviews. These findings highlight the importance of addressing barriers to fitness participation and developing targeted strategies to enhance the quality of life for Chinese consumers.

A Consumer-Centric Approach for a Sustainable Honey Supply Chain: The Case of Strawberry Tree Honey

The consumption of honey has gained significant attention in recent years due to its numerous health benefits. It is important to understand the role of consumers in the honey supply chain, as their preferences have a substantial impact on industry practices. Consumer demand for high-quality, safe, and sustainable honey encourages producers to improve transparency and sustainability in their operations. This consumer-centric approach is essential for creating strong connections between supply chain stakeholders and end-users, promoting a more sustainable food system. This study centres on strawberry tree honey, which is rich in antioxidants, anti-inflammatory properties, and antimicrobial activities. It explores the key factors driving consumer choices in strawberry tree honey and evaluates their impact across the entire supply chain. A survey examined consumer preferences for conventional honey and organic strawberry tree honey, revealing a clear trend toward sustainable options. The findings highlighted the significant impact of consumer behaviour on driving sustainable practices within the honey supply chain. This study also shed light on consumers’ perceptions of organic strawberry tree honey and their connection to the entire supply chain. These findings support previous studies on organic products, demonstrating the crucial link between consumer choices for organic honey and the sustainability of the supply chain.

UK Consumers’ Willingness to Pay for Auto-Renewal Contract Attributes

Firms and consumers widely utilize auto-renewal contracts (ARCs) due to their convenience. However, significant issues associated with ARCs indicate the need for policy intervention to reflect how consumers perceive the trade-offs involved in transitioning from one ARC to another. This study aims to enhance the existing literature by examining consumer preferences regarding alternative ARCs. To achieve this aim, we conducted a discrete choice experiment (DCE) to quantify the inherent trade-offs in ARCs. Our findings reveal several insights. Firstly, consumers prefer receiving auto-renewal reminders closer to the actual renewal date. This indicates they value timely notifications to help them make informed decisions about continuing or canceling their subscriptions. Furthermore, consumers expect traders to cancel inactive auto-renewal subscriptions within a shorter period of inactivity. This finding highlights the importance of addressing consumer concerns regarding on-going charges for services they no longer utilize.

Consumer willingness to pay (WTP) for beef based on color and price discounts

Discoloration of beef products leads retailers to offer discounts or discard beef products, as consumers tend to reject a brownish beef color. This practice contributes to retail food waste and inefficient resource allocation linked to beef production. The objective of this study was to investigate U.S. consumer preferences for beef color and price discounts. After an initial test for screen acuity regarding color perception using a condensed form the ishihara test, data on meat purchasing behavior as well as demographic information was collected for all participants. An additional part of the study undertook a hypothetical discrete choice experiment using digital photos of beef steaks with different meat color, price, and discount labels in retail packaging to examine consumer preferences, willingness to pay, and the effects of discount pricing. Results of a Mixed Logit Model based on choice data show that beef shoppers perceive, see, and prefer color nearly linearly across days of retail display. Consumers' willingness to pay was negative for 4, 7 and 9 days of retail display relative to day zero and decreased with an increase in discoloration. Results indicate that beef shoppers would have to be financially compensated for choosing a steak that was discolored after 9 days of retail display. However, male beef buyers exhibit weaker preferences for color and could be a target segment for promoting discolored beef products to reduce meat waste.

Milking the Alternatives: Understanding Coffee Consumers' Preferences for Non-Dairy Milk.

Consumer interest in plant-based milk alternatives is growing, despite extra charges in coffeehouses. While much research exists on non-dairy alternatives, plant-based milks in coffee drinks remain understudied. This study examines consumer preferences and behaviors regarding milk alternatives in coffee, using the Theoretical Domains Framework (TDF) and the Behavior Change Wheel (BCW). A survey of 200 participants from 19 countries explored demographics, coffee habits, attitudes towards non-dairy milk charges, and marketing awareness. Market insights showed taste as the main reason for coffee choice, with a preference for cow's milk and local cafes for quality. Many opposed the extra charges for non-dairy options, citing lactose intolerance or allergies, especially among Gen Z and Millennials. Regional variations included stronger opposition in the UK and Germany compared to the UAE and USA. The marketing for non-dairy milk was less memorable than general coffee advertisements. Regression analysis confirmed that viewing non-dairy milk as a dietary staple increased consumption, aligning with the TDF's "Beliefs about Consequences" domain. Finally, within the BCW framework, the intervention strategies centered on training and coercion were discussed. Implementing these approaches could encourage the wider adoption of non-dairy milk options in coffee shops, fostering inclusivity, health awareness, and supporting environmental sustainability efforts.

Why do people purchase plant-based meat products from retail stores? Examining consumer preferences, motivations and drivers

Plant-based meats (PBMs) are being projected as novel and sustainable alternative protein sources amid rising ecological and health issues associated with traditional meat production and consumption. Notably, the plant-based meat retail market is at its nascence stage, and there remains a dire need to comprehend the meat-eater's perceived green values, attitudes, and intentions towards PBM for its commercial success. To discern the complex psychological mechanism of meat eaters' perceptions toward PBM, the current study aims to extend and integrate the theory of consumption values (TCV) and the theory of value-attitude-behavior (VAB) in the PBM context. Partial least square-based structural equation modelling was used to analyze cross-sectional data collected from a sample comprising 458 meat eaters approached through the mall intercept technique. Consumers' green perceived values (GPV) emerged as a vital background factor in influencing consumers' involvement and attitude towards PBMs. Also, consumers' involvement showed a significant partial mediating effect between their GPV and attitude towards PBM. Further, consumers' attitudes towards PBM displayed a relatively substantial positive impact on addition intention compared to replacement intention. This study provides retailers with a nuanced understanding of the value proposition of PBMs through the lens of green consumption values, which may facilitate the value-based positioning of PBM products. Further, it may help policymakers project PBMs as a novel alternative to traditional meat, which can potentially address consumers' ecological (e.g., carbon emissions, excessive land and water usage) and health concerns associated with conventional meat production and consumption.

Ethnic community preferences in East Java Indonesia to types of food daily consumed (case study during the Covid-19 pandemic)

Abstract At the beginning of 2020, due to Covid-19, the world was facing a global health and socio-economic crisis. The same thing happened in Indonesia. Social restrictions impact many things, including education, health, access to essential services, and food availability. In the Covid-19 pandemic situation, access to food availability faces problems. On the other hand, it requires sufficient and nutritious consumption. This condition needs to be known about the level of public preference for the menu eaten during the COVID-19 pandemic, especially in East Java, Indonesia. Consumer preference is a person’s choice of likes or dislikes for food to be consumed from various existing product choices. All information relating to consumer needs and desires can be identified by examining consumer preferences. This is very important not only for households but also for culinary businesses in the country in responding to the increased demand for food produced, especially for daily food menus, to produce food products that meet consumer requirements and necessities. This study aims to determine the ethnic preferences of East Java, Indonesia, for the type of daily food during the COVID-19 pandemic. The research was conducted in 2020 in East Java, Indonesia, when the COVID-19 pandemic occurred using an online survey method using a questionnaire filled out by respondents, as many as 400 respondents. Respondents were grouped by ethnicity in East Java, Indonesia. It appears that the preference of the people of East Java for the consumption of the staple food rice, the Javanese is 71%, the Mataraman is 86%, the Osing ethnic is 84%, and the Pendalungan is 59%. The preference for side dishes fried by the Mataraman ethnic is 22%, Osing is 20%, Pendalungan is 15%, and Javanese is 10%. As for the side dishes, stir-fried, steamed, grilled, gravy, and coconut milk, the Osing ethnic is 24%, Pendalungan and Mataraman are 18% each, Javanese is 17%, and Madura is 11%. The preferences of the vegetable menu are very diverse among various ethnicities in East Java. Vegetables combined with processed raw and cooked show the highest Osing ethnic 44%, Mataraman 39%, Pendalungan 34%, Madurese 31%, and Javanese ethnic 25%. Vegetables with cooked preparations have the highest Pendalungan rate of 40%, Osing 36%, Madurese 31%, Javanese 27% and Mataraman 23%. Vegetables with transparent processing and saute ed are the highest for the Mataraman and Madurese ethnicities, respectively, 38%, Javanese 29%, Pendalungan 26%, and Osing 20%. This study concluded that during the COVID-19 pandemic in East Java, Indonesia, preferences for the consumption of food menus varied and were influenced by ethnicity.

Consumer preference and willingness to pay for 3D-printed chocolates: A discrete choice experiment

This study explores the emerging field of 3D food printing, specifically examining consumer preferences for 3D-printed chocolate bars. While 3D printing has revolutionized various industries, the consumer acceptance of 3D-printed food remains a relatively underexplored topic. A discrete choice experiment was conducted to investigate consumer preferences and willingness to pay for 3D-printed chocolate bars in the UK. Key attributes included in the study were price, chocolate type, and the use of 3D printing technology. Using a mixed logit model, preference heterogeneity was assessed, revealing a general inclination towards 3D-printed chocolates, with an estimated increase in willingness to pay of £0.21 per 100 g. Furthermore, the influence of individual (participants’) characteristics, such as age, gender, prior knowledge of 3D food printing, and food technology neophobia, on perceived benefits associated with this technology and willingness to pay was also explored, using a structural equation modeling analysis. The results indicated that only perceived hedonic benefits, such as improved texture, positively impacted the willingness to pay, while food technology neophobia acted as a significant barrier. The results of this study therefore contribute valuable insights into the consumer acceptance of 3D-printed foods, specifically chocolates, highlighting potential avenues for market adoption and emphasizing the importance of effective communication in shaping consumer attitudes toward novel food processing technologies.

Modelling Consumers’ Preferences for Time-Slot Based Home Delivery of Goods Bought Online: An Empirical Study in Christchurch

Due to the remarkable growth in online retail sales in New Zealand, a large number of parcels are needed to be delivered to consumers’ doorsteps. Home deliveries in major New Zealand cities (e.g., Christchurch) typically occur between 9 a.m. and 6 p.m. on weekdays, when many home delivery attempts fail. This leads to adverse effects, such as vehicular traffic in residential areas and greater air pollution per parcel delivered. However, home deliveries outside of typical business hours (i.e., before 9 a.m. and after 5 p.m.) might be worthwhile to help subside the above issues. Therefore, this study investigated consumers’ preferences for receiving home deliveries during various times, such as early morning, morning, afternoon, late afternoon, and evening. The data used in this study were obtained via an online survey of 355 residents of Christchurch city. Non-parametric tests, namely the Friedman test, Wilcoxon signed-rank test, and ordinal logistic regression, were carried out to examine consumer preferences for the above time slots. The results showed that consumers preferred the late afternoon (3 p.m. to 6 p.m.) time slot the most for receiving home deliveries. It appeared that the off-peak delivery option is less likely to draw the desired consumer patronage and is thus less likely to assist in lowering the number of unsuccessful home deliveries, the transportation costs incurred by service providers, traffic congestion, and pollution in urban areas.

The Guidelines for Developing Competitiveness of Thai Agricultural Products: A Case Study of Durian Production in 14 Southern Provinces, Thailand

This study explores ways to make Thai durian production more competitive, concentrating on sustainable practices and difficulties experienced by durian growers. Multiple techniques were used. A thorough grasp of the market dynamics was gathered through in-depth interviews with 30 industry stakeholders, including durian producers, exporters, distributors, government officials, and industry professionals. 200 responders from 14 southern regions of Thailand, where durian production is crucial because of traditional farming practices and a favourable climate. Examining quality control practises, distribution effectiveness and sustainable farming methods revealed areas that might be improved to increase industry competitiveness. The study also revealed difficulties, including losses from post-harvest handling, barriers to entry into the market, regulatory limits, and inconsistent quality. The study also examined consumer preferences for sustainable products and their willingness to pay more. The findings reveal a sustainably produced durian goods market since they show an increasing consumer trend towards eco-friendly alternatives. Future recommendations call for incorporating technology into the supply chain, doing in-depth customer preference research, conducting a comparative analysis, and conducting long-term evaluations of sustainable practices. Policymakers, businesspeople, and researchers working to improve the competitiveness and sustainability of the Thai durian industry will find this study helpful.

Is social sustainability relevant for food consumers? Evidence from Chile

Aim of study: To examine consumer preferences in Chile, an emerging market, for cheese that emphasizes social sustainability features. Area of study: Chilean consumers. Material and methods: Three characteristics were included in the choice experiment: price, social sustainability (adherence to labor laws), and cheese type (Gouda, Chanco, and Artisanal cheese), each with three levels. A face-to-face questionnaire was administered to a representative sample of Chilean customers in order to collect data. To evaluate the effect, relevance, and main determinants of choice, a conditional logit model was employed. Main results: The more attributes are at their most desirable levels, the more likely the cheese will be chosen. Therefore, the most sought-after cheese is that which is inexpensive, conforms to all labor laws, and is of the Chanco variety. When one or more of these three attributes are not at their most desirable level, then price (the lowest) is the attribute that governs the choice, followed by the social sustainability attribute (higher levels of compliance with labor legislation) and, finally, the type of cheese. In terms of socioeconomic variables, older consumers and those with higher education explain a greater preference for the social sustainability attribute over the type of cheese. Research highlights: These results highlight the importance that social sustainability can have on companies to make their products preferred by consumers. This is the first study to examine the Chilean food industry's social sustainability attribute.

The Guidelines for Developing Competitiveness of Thai Agricultural Products: A Case Study of Durian Production in 14 Southern Provinces, Thailand

Purpose: This study explores ways to make Thai durian production more competitive, concentrating on sustainable practices and difficulties experienced by durian growers. Method: This is mixed-method research. Multiple techniques were used. A thorough grasp of the market dynamics was gathered through in-depth interviews with 30 industry stakeholders, including durian producers, exporters, distributors, government officials, and industry professionals. 200 responders from 14 southern regions of Thailand, where durian production is crucial because of traditional farming practices and a favorable climate. Examining quality control practices, distribution effectiveness and sustainable farming methods revealed areas that might be improved to increase industry competitiveness. Results and Conclusions: The study also revealed difficulties, including losses from post-harvest handling, barriers to entry into the market, regulatory limits, and inconsistent quality. The study also examined consumer preferences for sustainable products and their willingness to pay more. Originality/Value: The findings reveal a sustainably produced durian goods market since they show an increasing consumer trend towards eco-friendly alternatives. Future recommendations call for incorporating technology into the supply chain, doing in-depth customer preference research, conducting a comparative analysis, and conducting long-term evaluations of sustainable practices. Policymakers, businesspeople, and researchers working to improve the competitiveness and sustainability of the Thai durian industry will find this study helpful.

Traditional vs Modern Groceries from Islamic Perspective in Indonesia

Despite extensive research on the competition between modern and traditional retailers, there is a lack of investigation into specific factors that influence consumer choices and directly impact sales revenue. There is a scarcity of research exploring these issues from the perspective of Islamic business. To address this gap, the study aims to examine consumer preferences in purchasing decision at Traditional and Modern groceries. This study employed a quantitative approach by distributing questionnaire to 100 customers in Palu city, Indonesia. Data analysis involved path analysis and bootstrap biased correlation. The findings highlight the significant impact of product variants, pricing strategies, and promotional efforts by modern retailers on sales revenue in traditional retail stores through purchasing decisions. However, shopping convenience did not exhibit a significant influence, indicating the need for improvement. The competition between traditional and modern retail is primarily driven by shifting consumer behavior and relatively weaker marketing strategies employed by traditional retailers. This study suggests that to maintain their market position, traditional retailers should enhance their marketing strategies by expanding product offerings, setting competitive prices, and executing effective promotional campaigns. Prioritizing the improvement of shopping convenience is crucial to meet customer expectations and preferences.

Understanding Italian consumers' perceptions of tomato agricultural innovation: Exploring the nexus between sustainability, health and consumer beliefs

The growing emphasis on sustainability and health concerns has underscored the necessity for low-pesticide and safe foods, leading to increased adoption of organic production process and Integrated Pest Management (IPM). From this concept emerged the “Zero Residue" certification, while the “Nickel-free" claim serves health-related purposes. These attributes are related to consumer beliefs and, along with intrinsic quality cues such as colour, intervene in consumer decision-making process and result from technological and varietal agricultural innovation. They were evaluated alongside price to examine consumer preferences, using tomatoes as a case study. Conjoint Analysis and Ward's clustering method helped segregate Italian consumers into homogenous market segments based on their stated preferences. Organic production was the most significant attribute, followed by price, the “Nickel-free” claim, and colour. Thus, consumer demand increasingly favours environmentally sustainable and health-focused attributes. The “Zero Residue" concept offers an approach to reduce synthetic fertilizers and pesticides, appealing to environmental conscious consumers. Attributes like “Nickel-free" claim have emerged, which is important for consumers seeking innovative health features. Businesses should diversify products and employ clear labelling to inform consumers about eco-friendly practices. They should also offer competitive prices for innovative tomato products, thus implementing price segmentation may be necessary for diverse consumer segments. Policymakers can engage consumers through educational campaigns, enforce product labelling regulations highlighting health and environmental benefits, and support certification programs.

Consumer's preferences and willingness to pay for immune enhanced dairy products in Canada

This study examined consumer preferences for, willingness to pay for, and the most preferred mode of delivery for immune enhanced dairy products across Canada. Two sets of choice experiments were designed to evaluate preferences for functional foods and nutraceuticals as the modes of delivery for immune enhanced dairy products. Data (N = 1001) was collected through an online stated preference survey and analyzed using conditional logit model. Results revealed that there is a general consumer interest in immune enhanced dairy products, and consumers place a premium on them. Also, the presence of children below the age of fifteen in a household was a major factor that increased consumer receptivity towards the products. Further results revealed that individuals who usually consume functional foods are less likely to be interested in nutraceuticals, and vice versa, implying that the preferred mode of delivery depended on consumer preferences for either functional foods or nutraceuticals.