Sustainability of Packaged UHT Cow’s Milk Products Using the Multidimensional Scaling (MDS) Method

Astati Astati; Amriana Hifizah; Anas Qurniawan

doi:10.21059/buletinpeternak.v49i2.100199

Sustainability of Packaged UHT Cow’s Milk Products Using the Multidimensional Scaling (MDS) Method

https://doi.org/10.21059/buletinpeternak.v49i2.100199

Astati Astati^(1*), Amriana Hifizah⁽²⁾, Anas Qurniawan⁽³⁾

(1) Departement of Animal Husbandry, Faculty of Science and Technology, Universitas Islam Negeri Alauddin, Gowa 92118, Indonesia
(2) Departement of Animal Husbandry, Faculty of Science and Technology, Universitas Islam Negeri Alauddin, Gowa 92118, Indonesia
(3) Departement of Animal Husbandry, Faculty of Science and Technology, Universitas Islam Negeri Alauddin, Gowa 92118, Indonesia
(*) Corresponding Author

Abstract

Product positioning is how a product is defined by consumers in terms of the attributes of competitors or the place where the product is distinguished in the minds of consumers compared to other products. This study aims to analyze the sustainability of packaged UHT cow's milk products in the market using the Multidimensional Scaling (MDS) non-metrik method. This research was conducted in Makassar City, South Sulawesi, specifically at shopping centers frequently visited by consumers, namely Lotte Mart and Satu Sama, from May to July 2024. The sampling technique used was accidental sampling, where anyone who happened to meet the researcher while purchasing UHT cow's milk and was deemed suitable as a data source was selected. The total number of respondents obtained during the study was 65. The analysis results show that Indomilk UHT and Frisian Flag UHT have superior positions in terms of storage temperature, packaging design, ease of use, and ease of storage, located in quadrant I. Meanwhile, Ultra Milk UHT and Diamond Milk UHT compete closely in terms of product innovation and discounts, located in quadrant III. These findings indicate that each brand has certain competitive advantages that can be leveraged for product development and more effective marketing strategies. To achieve product sustainability, the development of packaged UHT cow's milk products needs to focus on attributes valued by consumers, thus allowing for increased competitive advantage

Keywords

Multidimensional scaling, Packaged cow milk, Product positioning, Sustainability

Full Text:

Astati 88-96

References

Akin, M. S. 2024. Enhancing e-commerce competitiveness: A comprehensive analysis of customer experiences and strategies in the Turkish market. Journal of Open Innovation: Technology, Market, and Complexity, 10(1), 100222. https://doi.org/10.1016/j.joitmc.2024.100222

Alyahya, M., Agag, G., Aliedan, M., Abdelmoety, Z. H., and M. M. Daher. 2023. A sustainable step forward: Understanding factors affecting customers’ behaviour to purchase remanufactured products. Journal of Retailing and Consumer Services, 70(June 2022), 103172. https://doi.org/10.1016/j.jretconser.2022.103172

Alzate, M., Arce-Urriza, M., and J. Cebollada. 2022. Mining the text of online consumer reviews to analyze brand image and brand positioning. Journal of Retailing and Consumer Services, 67(January), 102989. https://doi.org/10.1016/j.jretconser.2022.102989

Arlt, M. L., Chassin, D., Rivetta, C., and J. Sweeney. 2024. Impact of real-time pricing and residential load automation on distribution systems. Energy Policy, 184(November 2023), 113906. https://doi.org/10.1016/j.enpol.2023.113906

Banovic, M., Barone, A. M., Asioli, D., and S. Grasso. 2022. Enabling sustainable plantforward transition: European consumer attitudes and intention to buy hybrid products. Food Quality and Preference, 96(October 2021), 104440. https://doi.org/10.1016/j.foodqual.2021.1044 40

Bibal, A., Marion, R., von Sachs, R., and B. Frénay. 2021. BIOT: Explaining multidimensional nonlinear MDS embeddings using the Best Interpretable Orthogonal Transformation. Neurocomputing, 453, 109–118. https://doi.org/10.1016/j.neucom.2021.04.088

Cabeza-Ramírez, L. J., Sánchez-Cañizares, S. M., Santos-Roldán, L. M., and F. J. FuentesGarcía. 2022. Impact of the perceived risk in influencers’ product recommendations on their followers’ purchase attitudes and intention. Technological Forecasting and Social Change, 184(June). https://doi.org/10.1016/j.techfore.2022.121997

Chaeruddin, S. M. and A. Syafaruddin. 2021. The Effect Of Product Quality, Service Quality, Price On Product, Purchasing Decisions On Consumer Satisfaction. 2021. Ilomata International Journal of Tax & Accounting (IJTC). 2(1), 61–70.https://www.ilomata.org/index.php/ijtc

Costa, F., Frecassetti, S., Rossini, M., and A. Portioli-Staudacher. 2023. Industry 4.0 digital technologies enhancing sustainability: Applications and barriers from the agricultural industry in an emerging economy. Journal of Cleaner Production, 408(April), 137208. https://doi.org/10.1016/j.jclepro.2023.137208

Dekker, P.J.T., Koenders, D., and M.J. Bruins. 2019. Lactose-Free Dairy Products: Market Developments, Production, Nutrition and Health Benefits. 1–14. https://doi.org/10.3390/nu11030551

Domínguez Díaz, L., Fernández-Ruiz, V., and M. Cámara. 2020. An international regulatory review of food health-related claims in functional food products labeling. Journal of Functional Foods, 68(December 2019),103896. https://doi.org/10.1016/j.jff.2020.103896

Dwijayanti, K. and R. U. Mutmainnah. 2022. Consumer Perceptions Analysis of the Influence of Product Quality Price , Service Quality , and Social Media Promotion on the Purchase Decision of Device Accessories Using Multiple Linear Regression Method ( Case Study : Dazzle Yogyakarta ). (2014), 3330–3342.

Hare, F. G. 1999. Applications of Multidimensional Similarity Scaling (MDS) in evaluation research. Children and Youth Services Review, 21(2), 147–166. https://doi.org/10.1016/S0190-7409(99)00011-0

Headey, D. D., Alderman, H., Hoddinott, J., and S. Narayanan. 2024. The glass of milk halfempty? Dairy development and nutrition in low and middle income countries. Food Policy, 122(January), 102585. https://doi.org/10.1016/j.foodpol.2023.102585

Isa, A. M., Saud, M. B., and M. D. Ismail. 2016. Examining reasons for post-purchase satisfaction in buying local brands: When local meets local. Asia Pacific ManagementReview, 21(1), 48–61. https://doi.org/10.1016/j.apmrv.2015.10.001

Khan, N., Sudhakar, K., and R. Mamat. 2024. Ecofriendly nutrient from ocean: Exploring Ulva seaweed potential as a sustainable food source. Journal of Agriculture and Food Research, 17(February), 101239. https://doi.org/10.1016/j.jafr.2024.101239

Manjunath, C., Padigar, M., and K. Pedada. 2024. The role of digital orientation and strategic emphasis in creating brand competitiveness. Journal of Retailing and Consumer Services, 80(May), 103906. https://doi.org/10.1016/j.jretconser.2024.103906

Martínez, S., Illescas, M. D., and M. del M. Rueda. 2024. Calibration estimation of distribution function based on multidimensional scaling of auxiliary information. Journal of Computational and Applied Mathematics, 446(September 2023), 115876. https://doi.org/10.1016/j.cam.2024.115876

Merlino, V. M., Brun, F., Versino, A., and S. Blanc. 2020. Milk packaging innovation : Consumer perception and willingness to pay. 5(June), 307–326. https://doi.org/10.3934/agrfood.2020.2.307

Pal, D., Roy, P., Arpnikanondt, C., and H. Thapliyal. 2022. The effect of trust and its antecedents towards determining users’ behavioral intention with voice-based consumer electronic devices. Heliyon, 8(4), e09271. https://doi.org/10.1016/j.heliyon.2022.e09271

Prassida, G. F., Munawaroh, H., and R. A. W. Yani. 2024. The Distinctive Role of Satisfaction in Bridging the Relationship Between Logistics Service Quality and Behavioral Intentions. Procedia Computer Science, 234, 1313–1321. https://doi.org/10.1016/j.procs.2024.03.129

Ramachandran, K. M. and C. P. Tsokos. 2021. Categorical data analysis and goodness-offit tests and applications. Mathematical Statistics with Applications in R, 461–490. https://doi.org/10.1016/b978-0-12-817815-7.00011-7

Rizqiansyah, A. N., Desrianty, A., and R. Puspitaningsi. 2023. Marketing Strategy of Comic-themed Undershirts Based on Perceptual Mapping Using Multidimensional Scaling (MDS).

Rua, O. L. and C. Santos. 2022. Linking brand and competitive advantage: The mediating effect of positioning and market orientation. European Research on Management and Business Economics, 28(2). https://doi.org/10.1016/j.iedeen.2021.100194

Silva, B. Q. and S. Smetana. 2022. Review on milk substitutes from an environmental and nutritional point of view. Applied Food Research, 2(1), 100105. https://doi.org/10.1016/j.afres.2022.100105

Sohn, C. 2022. How to brand a border despite its wall ? A social semiotics approach to crossborder place branding. Geoforum, 135(August), 82–92. https://doi.org/10.1016/j.geoforum.2022.07.016

Wan, J., Ma, H., Zhou, W., Qin, M., and P. Li. 2024. The study of female college students’ consumer psychology mechanism toward male celebrity endorsed products: Tempted or coerced? Heliyon, 10(9), e30401. https://doi.org/10.1016/j.heliyon.2024.e30401

Wawrzyniak, D. 2023. Review: Animal husbandry and sustainable agriculture: is animal welfare (only) an issue of sustainability of agricultural production or a separate issue on its own ? Animal, 17, 100880. https://doi.org/10.1016/j.animal.2023.100880

Winsberg, S. and D. Carroll. 1989. A quasi- nonmetric method for multidimensional scaling VIA an extended Euclidean model. Psychometika, 54, 217-229. https://doi.org/10.1007/BF02294516

Wozniak, D., Cichy, W., Dobrzynska, M., Przyslawski, J. and S. Drzymala-Czyyz. 2022. Reasonableness of Enriching Cow's Milk with Vitamins and Minerals. Foods 2022, 11, 1079. https://doi.org/10.3390/foods11081079

Yılmaz, M. K. and H. T. Altunay. 2023b. Marketing insight from consumer reviews: Creating brand position through opinion mining approach. Telematics and Informatics Reports, 11(April). https://doi.org/10.1016/j.teler.2023.100094

DOI: https://doi.org/10.21059/buletinpeternak.v49i2.100199