Characteristics of brown rice demand in Makassar City

The demand for brown rice keeps continuing to increase along with people’s prosperity, which is marked by higher prices than ordinary rice. This research aims to know about the characteristic of brown rice demand from consumers, environment, and volume of brown rice itself and also to maintain the correlation between consumer characteristics and the environment with the volume of brown rice in Makassar city. This research is taking time about one month from January until April 2018. Sample of this research using random sampling with 96 respondents. Methods of analyzing data using Descriptive analysis and Chisquare analysis. The result of this research can be concluded that respondents who consume the brown rice were dominated by the female with 40 years above age, married status, the job as a civil servant, and educated. Another result concluded that there is no correlation between consumer characteristics and volume of brown rice’s demand based on respondent identities such as by gender, age, education, and revenue status of the respondent. There is a correlation between consumer characteristic with the volume of brown rice based on the number of family members who consumed the brown rice, their reason for consumption, the intensity of purchase and frequency of purchase. On the other side, there is no correlation between the characteristics of the environment with the volume of brown rice based on place distance, services, the scope of transportations service, place of origin, taste, the feeling of purity, and the color of brown rice itself. And there is a correlation between the characteristic of environmental with the volume of brown rice based on place of purchase and the quality of brown rice.