Understanding consumer preferences of whiskey attributes: a conjoint study

This study aims to explore the key attributes of Indian whiskey that shape consumer preferences, providing valuable insights for manufacturers and marketers in the rapidly growing whiskey market. Based on the literature review and focus group discussion, we identified eight intrinsic and extrinsic attributes of Indian whiskey. Further, three levels for each of the attributes are identified. Using 1000minds software, we collected data from participants to rank these attributes based on their preferences for Indian whiskey. The survey was sent to 693 participants, attempted by 422 participants and completed by 234 participants, resulting in a 34% response rate. According to the findings, aging is a highly important attribute, followed by packaging and price. Findings also revealed consumers have placed slightly greater importance to intrinsic attributes compared to extrinsic attributes. This study contributes to a broader understanding of consumer behavior in the Indian whiskey market, helping marketers to understand better and cater to consumer preferences for Indian whiskey.