Decision tree analysis of consumers' intentions to purchase coffee in glass flasks

Abstract

The aim of this research is to determine the perceptions and the characteristics of consumers to determine their intentions to purchase ready to drink coffee in glass flasks. In this context, this study assesses the food-related lifestyle, and the packaging choice scales to investigate consumers' expectations about ready to drink coffee offered in glass flasks. The study operationalizes CHAID algorithm to build decision trees and visualizes the best obtained decision tree. Intention to purchase is the target variable, 16 factor variables and 12 demographic variables are predictive features. Results suggest that consumers' intentions to purchase ready to drink coffee in glass flasks can be determined by correct preservation, attractiveness, healthiness, and the type of coffee preferences. Decision tree model reveals the consumer profiles in terms of the predictive variables.