THE ANALYSIS OF RICE PREFERENCE IN BANDUNG

• Main Author: Shafira (NIM 19014021), Azalia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/21358
• Institution: Institut Teknologi 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 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