Conjoint Analysis on the Purchase Intent for Traditional Fermented Soy Product ( <i>Natto</i> ) among Japanese Housewives

Abstract

This research was conducted to understand how consumers valuate various sensory and nonsensory product attributes based on their assessment of the overall product in the case of Japanese fermented soy product (natto). The data of this research would be of great importance both in understanding consumer behavior and in designing strategies for product development.