文章基本信息

标题：CONSUMER PREFERENCES ANALYSIS OF WHITE RICE LABELED ON RICE ATTRIBUTES IN THE CITY OF BANJARBARU
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作者：Hariansyah ; Fauzi M. ; Ferrianta Y. 等
期刊名称：Russian Journal of Agricultural and Socio-Economic Sciences
印刷版ISSN：2226-1184
电子版ISSN：2226-1184
出版年度：2022
卷号：125
期号：5
页码：193-199
语种：English
出版社：Russian Journal of Agricultural and Socio-Economic Sciences
摘要：Rice is a basic need for most Indonesian people. Rice with packaging that includes various information attributes such as trademark names, prices, or degrees of quality is known as labeled rice. This study examines "Analysis of Labeled White Rice Consumer Preferences on Rice Attributes in Banjarbaru City. This study aims to analyze consumer preferences for labeled white rice in Banjarbaru. The population in this study is urban communities in Banjarbaru City that prefer labeled white rice products both those who buy in traditional markets and those who buy in modern retail markets. Determination of the number of respondents took as many as 80 people, consisting of 40 respondents in the modern retail market and 40 respondents in the traditional market. The method used in this research is conjoint analysis. From the results of the study, the main preferences that will affect consumers of labeled white rice are rice with cheap rice prices, well-known brands and rice sizes ranging from 5-10 kg with conspicuous packaging designs. The importance level of the rice price attribute has the highest overall value, which is 74.307%, while the size attribute is in second place with a percentage of 11.398%, brand attributes are in third place with a percentage of 7.280% and packaging attributes are in fourth place with a percentage of 7.014%.