THE ANALYSIS OF RICE PREFERENCE IN BANDUNG
Indonesia is the 3rd largest rice producer in the world with 71 million ton rice production <br /> <br /> a year and 47 million ton rice consumption a year. Even though the production is bigger <br /> <br /> than the consumption, 472 hundred ton rice is still imported to Indo...
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| Main Author: | |
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/21358 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Indonesia is the 3rd largest rice producer in the world with 71 million ton rice production <br />
<br />
a year and 47 million ton rice consumption a year. Even though the production is bigger <br />
<br />
than the consumption, 472 hundred ton rice is still imported to Indonesia. The data of the <br />
<br />
rice imports reveals the failure of the local rice production in fulfilling the consumption <br />
<br />
of Indonesian society. This is partly due to the society’s preference of rice type which is <br />
<br />
not met with the type produced locally. So, this reseerch aim to analyze the market <br />
<br />
structure of rice in Bandung then identifying the consumer preference on rice and tested <br />
<br />
the willingness to buy Pandan Wangi rice as a potential local rice in West Java. <br />
<br />
<br />
The method used in this research are in-depth interview and survey deployment which <br />
<br />
will analyzed by conjoint analysis and cross tabulation analysis. Based on the research <br />
<br />
result, the market structure of rice starts from the farmer to rice factory and then the rice <br />
<br />
will distributed to supermarket, traditional market, and rice agent. For the small sellers, <br />
<br />
they got the rice supply from traditional market and rice agent. <br />
<br />
<br />
For the rice consumption, Brand is the most considered factor in buying then followed by <br />
<br />
rice type, price, rice condition, and color. The author also find that income has a positive <br />
<br />
correlation with consumer preference on price, quantity of buying, and place to buy.The <br />
<br />
most favored variation for rice preferene is white clean rice, pandan wangi, Rp 9.000-Rp <br />
<br />
15.000, usual brand, and no lice. For the willingness to buy Pandan Wangi rice, the <br />
<br />
consumer’s intention to consume it in the short term and long term period is quite high. <br />
<br />
So does the consumer willingness to recommend it to their relatives |
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