Open AccessConsumer preferences toward local rice in Medan
Author(s) -
. Salmiah,
O. Nauli,
Linda Agusniar Sihombing
Publication year - 2020
Publication title -
iop conference series. earth and environmental science
Language(s) - English
Resource type - Journals
eISSN - 1755-1307
pISSN - 1755-1315
DOI - 10.1088/1755-1315/454/1/012004
Subject(s) - conjoint analysis , taste , flavour , population , preference , mathematics , similarity (geometry) , business , statistics , food science , computer science , artificial intelligence , sociology , biology , demography , image (mathematics)
The purposes of this research were to analyse the influence of consumer characteristics and preferences toward local rice buying decision in Medan. The research method used in this study is the conjoint analysis method using 8 attributes of local rice i.e. taste, colour, broken grains, hygiene, flavour, durability, similarity of rice grains, and purchase price per kilograms. The results showed that consumers’ preferences in choosing local rice were attributes and order are tasty local rice, a price level of ≥IDR 12,000/kg, clean local rice, durability of local rice more than 1 month, less broken grains, white bright colour, had a fragrant flavour of rice, the similarity of the local rice are similar. There is a strong relationship between estimation preferences and actual preferences, or high predictive accuracy in the conjoint process means that local rice which is the preference of sample consumers can describe consumer preferences whole (population).