Determining Marketing Channel Preference: A Case Study of Chocolate Drink’s Consumer Preferences

Moh Wahyudin(1*), Firda Safira Yulianti(2), Wagiman Wagiman(3)

(1) Department of Agroindustrial Technology, Faculty of Agricultural Technology, Universitas Gadjah Mada
(*) Corresponding Author


Nowadays, e-commerce has become increasingly common among businesses. However, there is still a lack of determining marketing channel preferences between offline and online. Therefore, the company needs to consider the various factors that consumers consider when choosing a particular marketing channel. This study aims to find the marketing channels that consumers consider the most in buying instant chocolate drinks. The research was conducted in Indonesia and used the Analytic Hierarchy Process method to assess and determine the order of priority. The most preferred marketing channel by consumers to get instant chocolate drinks is the modern store. Then followed by the e-marketplace channel and social media channel.


AHP, consumer preference, instant chocolate drink, marketing channel

Full Text:



Almanasreh , E., Moles, R. & Chen, T., 2019. Evaluation of Methods Used for Estimating Content Validity. Research in Social and Administrative Pharmacy, 15(2), pp. 214-221. Bhalekar, P., Ingle, S. & Pathak, K., 2014. The Study of E-commerce. Asian Journal of Computer Science and Information Technology, 4(3), pp. 25-27. Chiang, Wei-yu, K. & Zhen, L., 2010. An Analytic Hierarchy Process Approach to Assessing Consumer's Distribution Channel Preferences. International Journal of Retail and Distribution Management, 38(2), pp. 78-96. Chocarro, R., Cortinas, M. & Villanueva, M., 2013. Electronic Commerce Research and Applications Situational Variables in Online Versus Offline Channel Choice. Electronic Commerce Research and Applications, 12(5), pp. 347-361. Cravens, D. & Piercy, N., 2006. Strategic Marketing. New York: McGraw-Hill. Creative Decision Foundation Salvatore, D., 2014. Ekonomi Internasional. 2nd Edition ed. Jakarta: Salemba Empat. Gable, R., Mccoach, D. & Madura, J., 2013. Instrument Development in The Affective Domain: Measuring Attitudes and Values in Corporate and School Settings. 3rd Edition ed. Berlin: Springer. Ho Daniel, Newell, G. & Walker, A., 2005. The Importance of Property-specific Attributes in Assessing CBD Office Building Quality. Journal of Property & Investment, Volume 23, pp. 424-444. Jo Black, N., Lockett, A., Ennew C., Winklhofer. H, McKechnie, S., 2002. Modelling Consumer Choice of Distribution Channels: An Illustration from Financial Services. International Journal of Bank Marketing , 20(4), pp. 161-173. Kaplan, A. & Haenlein, M., 2010. Users of the World, unite! The Challenges and Opportunities of Social Media. Business Horizons, 53(1), pp. 59-68. Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P.K., 2016. From Social to Sale: The Effects of Firm-generated Content in Social Media on Customer Behavior. Journal of Marketing, 80(1), pp. 7-25. Levin , A., Levin, I. & Weller, J., 2005. A Multi-Attribute Analysis of Preferences for Online and Offline Shopping: Differences Across Products, Consumers, and Shopping Stages. Journal of Electronic Commerce Research , 6(4), pp. 281-290. Lihra, T. & Graf, R., 2009. Multi-channel Communication and Consumer Choice in The Household Furniture Buying Process. Direct Marketing: An International Journal , 1(3), pp. 146-160. Misirlis, N. & Vlachopoulou, M., 2018. Social Media Metrics and Analytics in Marketing-S3M: A Mapping Literature Review. International Journal of Information Management, 38(1), pp. 270-276. Newman, I., Lim, J. & Pineda, F., 2013. Content Validity Using A Mixed Methods Approach: Its Application and Development Through the Use of a Table of Specifications Methodology. Journal of Mixed Methods Research, 7(3), pp. 243-260. Rahardjo, C., 2016. Factors that Become Consumer Preferences in Buying Frozen Food Products. Journal of Management and Business Start-Ups, 1(1), pp. 32-43. Rajamma, R., Paswan, A. & Ganesh, G., 2007. Services Purchased at Brick and Mortar Versus Online Stores, and Shopping Motivation. Journal of Services Marketing , 21(3), pp. 200-212. Saaty, R., 2016. Decision Making in Complex Environments. Pittsburgh: s.n. Saaty, T., 2008. Decision Making with The Analytic Hierarchy Process. International Journal of Services Sciences, 1(1), pp. 83-98. Salvatore, D., 2014. Ekonomi Internasional. 2nd Edition ed. Jakarta: Salemba Empat. Sarkar, R. & Das, D., 2017. Online Shopping vs Offline Shopping: A Comparative Study. International Journal of Scientific Research in Science and Technology, 3(1), pp. 1367-1368. Sellers-Rubio, R. & Mas-Ruiz, F., 2010. Economic Efficiency in Supermarkets: Evidence in Spain. International Journal of Retail & Distribution Management, 34(2), pp. 155-171. Vargas, L. & Saaty, T., 2011. In: Assad A., Gass S. (eds) Profiles in Operations Research. International Series in Operations Research & Management Science, 147(Springer, Boston, MA). Wahyudin, M. & Azali, F., 2020. Consumer Shopping Behavior Through Online Store for Food and Beverages. IOP Conference Series: Earth Environment Science, 425(1), p. 012026. Wahyudin, M., Wagiman & Khulsum, V., 2020. Analytical Hierarchy Process of Instant Chocolate Drink Development based-on Consumer Preferences. Agroindustrial Journal , 7(2), pp. 492-495. Zaffou, Madiha & Chidmi, B., 2011. The Effect of Variety Offering on Demand and Supermarket Competition: Yogurt in the Houston Metropolitan Area. Innovative Marketing , Volume 3, pp. 8-18.


Article Metrics

Abstract views : 1407 | views : 1034


  • There are currently no refbacks.

Copyright (c) 2022 Moh Wahyudin, Firda Safira Yulianti, Wagiman Wagiman

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.