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Viscosity not ideal. Dont like it when it is not thick enough and too flowy, or when the kaya is too custardy and doesn't flow enough

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Reduction in sugar/sweetness as some kayas can be too cloyingly sweet

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User-friendly packaging, have elderly and younger siblings at home, would want to prevent accidents from happening

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Homemade, because  of nostalgia. Eg reminds them of the kaya that their mother used to make

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XO brand to support SP students and it is lower in sugar while preserving the great flavour of coconut/kaya

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Toast + nutella, to enjoy both chocolatey taste and pandan fragrance.

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Rarely reuse/recycle glass jars.
Prefers to dispose/recycle plastic container.

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Flavour of coconut and fragrance of pandan not prominent

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Has both traits. Can be shy, quiet at times and can be chatty at times.

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Shy around new group of people but more chatty with close friends

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Ambivert

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Introvert

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Prefers plastic than glass jar.
Plastic is not as bulky and is lightweight.
Plastic lids are easier to open.

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Stronger coconut taste instead of tasting the overpowering sweetness

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Strong pandan fragrance. Most enjoy the fragrance of pandan greatly in their kaya spread.

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Less sweet, not too cloying when a thick layer of kaya is spreaded

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Smooth and creamy for better mouthfeel and richness

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Thick viscosity, condensed fragrance and flavour of pandan and coconut

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Custard-like stability as droopy/liquidy texture of kaya is unappealing to some and may result to messy apllication. eg, may slide of knife when trying to scoop from jar

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Prefers a deep brown from caramelised sugar for richer taste

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Prefers natural green from pandan instead of use of artificial colouring.

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Packaging-material

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Taste/Flavour

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Texture

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Appearance/Colour

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Important attributes that influence purchase decision of kaya

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Important attributes that influence purchase decision of kaya

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Consumes any brand as long as it is within their budget range and it taste good

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Homemade, because  of nostalgia. Eg reminds them of the kaya that their mother used to make

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Kaya without brands from bakery, it is cheaper and more convenient to purchase

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Fretzfruta as it tastes similar to Ya Kun's kaya but a cheaper alternative

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Top One as it is cheap and in a plastic tub instead of glass jar (less heavy)

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XO brand to support SP students and it is lower in sugar while preserving the great flavour of coconut/kaya

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Glory as it has many variation of kaya to choose from. It is also a common recognised brand and relates it to being a trusted brand and taste.

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Ya Kun, because as compared to the other brands, it has the right sweetness,  the ideal viscosity

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Not-brand-focused

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Brand-focused

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Plastic tub

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Jar

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Toast and kaya set because can enjoy breakfast with family members

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Homemade

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NIL

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From-coffee-shop

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Supermarket

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Toast + butter , another common way to enjoy kaya with the cold slices of butter. And loves how butter complements the sweetness of kaya

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Buns. Would purchase buns  with kaya filling since it is convenient (no need to apply kaya manually)

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Salted plain crackers for sweet and savoury combination

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Sliced bread / toast. A common and easy way, great for quick snack/breakfast. Plain toast complements the sweetness of kaya

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On-baked-products

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User-friendly packaging to open metal lid easier and making the material lighter or shatter-free. (context of comparing with glass jar)

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Stronger aroma and taste. Would prefer if kaya has a stronger pandan flavour (esp for nonya kaya), and richer coconut taste

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Thicker viscosity, don't like watery kaya as it is difficult to spread

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Vegan option for the vegans.  Feels that vegan kaya is healthier due to removal of eggs (high in calories, cholesterol) and hence wants to try if available in the market,

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Clean label. Prefers refraining from consumption of artificial ingredients as side effects when consumed in the long run is unknown. Feels more safe and comfortable with known ingredients.

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Reduction in sugar/sweetness as some kayas can be too cloyingly sweet

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Organoleptic-experience

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Health-related

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Freshness of kaya deteriorates during storage. eg, colour of kaya changes as it oxidise, surface of kaya dries up, forming a skin layer

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Viscosity not ideal. Dont like it when it is not thick enough and too flowy, or when the kaya is too custardy and doesn't flow enough

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Properties-of-kaya

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Additives and E numbers

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Hassle during application.
eg, requires utensils to scoop and spread kaya, sticky fingers and messy

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Health-Conscious

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Hard to open lid

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User-friendliness

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Taste too sweet

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Kaya is high in sugar and cholesterol

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Refrains from snacking on sweets and chips. Instead, most prefers opting for fruits as snack.

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Active lifestyle.
eg. making it a habit to exercise 30 mins daily, playing sports

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Watches his or her diet by ensuring diet is well-balanced

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Health-concerns

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Likes to chit chat

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Bubbly, cheerful, friendly

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Extrovert