Analysis of consumer preference for locally produced rice in Jakarta Province, Indonesia | |
| Author | Wahyudi, Apri |
| Call Number | AIT Thesis no.AB-18-01 |
| Subject(s) | Rice|zIndonesia--Jakarta Consumers' preferences--Indonesia--Jakarta |
| Note | A thesis submitted in partial fulfillment of the requirements for the degree of Master of Agribusiness Management |
| Publisher | Asian Institute of Technology |
| Abstract | Consumer preferences may refer to likes, preferences or something that consumers prefer. Understanding consumer preferences for locally-produced products (rice) is important because it will influence appropriate marketing strategies in the agri-food sector. This study described the variety of locally-produced rice, analyzed the factors influencing consumer preference and consumers’ frequency of purchases of locally-produced rice in Jakarta Province in Indonesia. Binary Logit and Poisson regressions were used to analyze the factors influencing consumer preference and frequency of purchases of locally-produced rice, respectively. The empirical results of the Binary Logit regression revealed that price had significant positive influence on consumer preferences to buy locally-produced rice. The empirical results of the Poisson regression revealed that socio-economic characteristics of the consumers (gender, age, occupation, education, and income), product (label and color), price and promotion significantly influenced the consumers’ frequency to purchase locally-produced rice. The policy recommendations are presented. |
| Year | 2018 |
| Type | Thesis |
| School | School of Environment, Resources, and Development |
| Department | Department of Food, Agriculture and Natural Resources (Former title: Department of Food Agriculture, and BioResources (DFAB)) |
| Academic Program/FoS | Agribusiness Management (AB) |
| Chairperson(s) | Kuwornu, John K.M. |
| Examination Committee(s) | Datta, Avishek;Loc, Thai Nguyen |
| Scholarship Donor(s) | Indonesian Agency for Agricultural Research and Development, Ministry of Agriculture, Indonesia |
| Degree | Thesis (M. Am.) - Asian Institute of Technology, 2018 |