Branka Puljic

Branka Puljic is a master student at the University of Graz, currently finishing her master’s degree in business administration. In addition to her studies, she worked at an optical store in Graz and, due to her passion for ophthalmic optics, completed her apprenticeship as an optician.

Branka is writing her master thesis on subscription models at the Department of Marketing. In her study, she uses conjoint value analysis to investigate customer preferences regarding the choice of a food subscription service. For this purpose, she conducted an online survey. The participants were asked about their food buying behavior, their consumer innovativeness and finally, they had to indicate the probability of subscribing to a food service in various scenarios. Thereby it was examined how the different levels of price, cancellation period, delivery interval, product selection, and consumer innovativeness affect the likelihood to subscribe to a food service.

The results show that a lower price than in individual purchases and a shorter cancellation period leads to a higher probability of subscribing to a food service. This can be attributed to the theory of perceived risk, which states that consumers try to reduce their subjectively perceived purchase risk to a level that is tolerable to them. According to the prospect theory, it can also be confirmed that a shorter delivery interval increases the probability of a food service being subscribed to. It was also found that food subscription services that do not include frozen products were subscribed to with a higher probability. Furthermore, it was confirmed that greater consumer innovativeness leads to a higher probability of subscribing to a food service.

In summary, the highest probability of subscribing to a food service is found in those food subscription services that include beverages, non-perishable foods, fresh fruits, fresh vegetables, bread, and refrigerated foods, and those that also have a cancellation period of one week, weekly delivery interval, and a lower price than in individual purchases.

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