CONSUMERS’ PERCEPTION AND MARKETING STRATEGY OF ORGANIC VEGETABLES: A CASE IN WARUNG SEHAT 1000 KEBUN

• Main Author: Hasbi Afif, Ahmad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/35421
• Institution: Institut Teknologi Bandung

The majority of societies all over the world have begun to realize the importance of preserving the environment. A lot of consumers have also shown their concern of environmental degradation. Organic vegetables are among the green products that are demanded by Indonesian people. Organic vegetables are defined as vegetables that were grown using natural products without the use of synthetic chemicals. Warung 1000 kebun is a business entity that focuses on marketing healthy products which are gathered from local farmers. Warung 1000 kebun faces challenges like the shift of consumers’ preference on products, the suspicion of consumers upon the products offered, negative perception of consumers on healthy products, and high investment that’s needed to grow such healthy products. Therefore, it is essential to know consumers’ preference on the organic vegetables to be able to determine the correct marketing strategy based on the view of Warung 1000 kebun consumers on the organic vegetables offered. The aim of the research is to analyze the perception of consumers on organic vegetables, to analyze factors that could affect consumers’ decision on buying organic vegetables, and to finally determine marketing strategy for organic vegetables. Data retrieval is done through interview using questionnaire. The determination of consumers’ perception is processed using Likert’s Summeted Rating, the determination of consumers’ purchasing factor is processed using path analysis, and the determination of marketing strategy is done using SWOT analysis and QSPM analysis. Results show that consumers have generally positive perception of organic vegetables, whereas factors that affect buying interest are the following: the desire to buy the product immediately, consumers’ personal preferences, consumers’ lifestyle, and the desire to pay more for the same products. There are nine alternative solutions that could be done by Warung Sehat 1000 kebun to increase the sales of organic vegetables, sorted by priority, including market development, creating business plan, product development, creating a special program for customers of organic vegetables, market penetration, creating marketing plan with concise and efficient targets, having a collaboration with other companies, maintain and increase relationships with producers, and replacing the packaging of organic vegetable products.