<abstract xmlns="http://www.w3.org/1999/xhtml"><p>This study aims to analyse consumer preference on the attributes of rice and describe the comparison of performance of packaged rice and bulk rice in the eyes of urban consumer. The method of this study uses survey on 100 respondents chosen purposively. The primary data that is obtained is analysed quantitatively using the attitude multi-attribute model from Fishbein. Based on the analysis result, it is known that expiration clarity is a positive attribute in both packaged rice and bulk rice, followed by the ease of obtaining in the bulk rice, and the contents in the packaged rice. The attributes with positive value indicates the key factor that determine consumer’s assessment in choosing certain rice brand. From the semantic differential comparison, it is found that branded packaged rice is generally better in attributes compared to bulk rice. According to the results, the efforts to increase rice agro-industrial in local farmer level are recommended, so that they can enjoy the benefits of the multi-attributes attached in the branded packaged rice that they produced.</p></abstract>

This study aims to analyse consumer preference on the attributes of rice and describe the comparison of performance of packaged rice and bulk rice in the eyes of urban consumer. The method of this study uses survey on 100 respondents chosen purposively. The primary data that is obtained is analysed quantitatively using the attitude multi-attribute model from Fishbein. Based on the analysis result, it is known that expiration clarity is a positive attribute in both packaged rice and bulk rice, followed by the ease of obtaining in the bulk rice, and the contents in the packaged rice. The attributes with positive value indicates the key factor that determine consumer’s assessment in choosing certain rice brand. From the semantic differential comparison, it is found that branded packaged rice is generally better in attributes compared to bulk rice. According to the results, the efforts to increase rice agro-industrial in local farmer level are recommended, so that they can enjoy the benefits of the multi-attributes attached in the branded packaged rice that they produced.

Consumer Preference of Packaged Rice and Bulk Rice in Surabaya

Department of Agribusiness, Agriculture Faculty

Universitas Pembangunan Nasional “Veteran” East Java

HOLISTICA – Journal of Business and Public Administration

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"Consumer Preference of Packaged Rice and Bulk Rice in Surabaya"}

This study aims to analyse consumer preference on the attributes of rice and describe the comparison of performance of packaged rice and bulk rice in the eyes...

Consumer Preference of Packaged Rice and Bulk Rice in Surabaya

Published Online: Apr 13, 2020

Page range: 155 - 169

Received: Aug 01, 2019

Accepted: Apr 01, 2020

DOI: https://doi.org/10.2478/hjbpa-2020-0014

Keywords
Rice, Preference, Multi-attribute, Fishbein

© 2020 Sri Widayanti et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Consumer Preference of Packaged Rice and Bulk Rice in Surabaya

Published Online: Apr 13, 2020

Page range: 155 - 169

Received: Aug 01, 2019

Accepted: Apr 01, 2020

DOI: https://doi.org/10.2478/hjbpa-2020-0014

KeywordsRice, Preference, Multi-attribute, Fishbein

© 2020 Sri Widayanti et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
Rice, Preference, Multi-attribute, Fishbein