Article Sidebar

Download
PDF
Statistic
Read Counter : 5 Download : 2

Main Article Content

Abstract

The objectives of this study are: 1) Identifying consumer characteristics who purchase rice in Makassar City. 2) Determine the rice quality preferred by consumers. 3) Analyzing the rice attributes that consumers prefer. 4) Assess which attributes are prioritized during rice purchasing decisions. This research was conducted in Makassar City at three different traditional markets: Daya Traditional Market, Terong Traditional Market, and Pabaeng-baeng Traditional Market, with a total of 100 respondents. The data analysis method used is descriptive analysis and conjoint analysis. The results of the study are: 1) The characteristics of respondents are dominated by female respondents with the average age of 42 years, entrepreneur, high school education level, average income of IDR 4,407,470/month, number of family members of 3 people, purchase frequency of 2 times per month, and rice consumption of 16 kg per month. 2) The types of rice quality chosen by respondents are physical characteristics such as size, grain shape, color, and aroma. 3) The rice attributes that consumers prefer are premium rice quality, soft rice, clean, medium shape, pandan-scented rice, shelf life <1 month, price between IDR 12,000–13,000 per kg and rice with a degree of milky whiteness. 4) The rice attribute that consumers consider most in purchasing rice is the quality, with a test value of 22.161. These findings have implications for producers and marketers to enhance the sensory and functional quality of rice, aligning it with consumer expectations. Future research should investigate consumer behavior over time and across different market segments.

Keywords

Conjoint analysis Consumer characteristics Rice

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

  1. Romadhon, J., Yazid, M., Mulyana, A. & Y. Social demographic factors influencing consumer’s preferences on rice attributes in Indonesia: a multinomial logistic approach. Potravin Slovak J Food Sci. 2021;15:235–44.
  2. Cavite HJ, Mankeb P, Suwanmaneepong S. Community enterprise consumers’ intention to purchase organic rice in Thailand: the moderating role of product traceability knowledge. Br Food J. 2022;124(4):1124–48.
  3. Bulambo K, Azadi H, Polepole S, Nabintu M, Bembeleza E, Dontsop P, et al. Consumer preference for rice grain quality in the South Kivu and Tanganyika Provinces, Eastern DR Congo. Foods. 2023;12(21):3995.
  4. Obayelu O, Agbohin JA, Obisesan OO. Consumers’ preference for local rice brands in Ibadan metropolis, Nigeria. Food Agri Econ Rev. 2022;2(1):12–7.
  5. Abukari ABT, Morro S, Lambongang M. Modeling rice consumption preferences: an improved approach. SN Bus Econ. 2022;2(192).
  6. Yuliyanti E, Lastinawati E, Septianita. Analisis preferensi konsumen dalam pembelian beras premium di Pasar Modern Kota Baturaja. Mimb Agribisnis. 2023;9(2):2294–306.
  7. Trang NT, Kopp SW, Tu VH, Yabe M. Urban Vietnamese consumers’ preferences for attributes of sustainably produced rice. J Consum Mark. 2023;40(3):286–304.
  8. Riyanto S, Hermawan AA. Metode riset penelitian kuantitatif. Yogyakarta: Deepublish; 2020.
  9. Anwar, Supartiningsih NLS. Analisis konjoin untuk mengukur preferensi konsumen beras di Kecamatan Mataram. J Agrimansion. 2024;25(1):37–49.
  10. Fang P, Zhou Z, Wang H, Zhang L. Consumer preference and willingness to pay for rice attributes in China: Results of a choice experiment. Foods. 2024;13(17):2774.
  11. Lestari AP, Saidah Z. Analisis preferensi konsumen terhadap atribut beras di Kecamatan Cibeunying Kidul, Kota Bandung. J Agrik. 2023;34(1):28–36.
  12. Srisukwatanachai T, Jiang B, Boonkong A, Kassoh FS, Senawin S. The impact of sensory perceptions and country-of-origin practices on consumer preferences for rice: a comparative study of China and Thailand. Foods. 2025;14(4):603.
  13. Aznan A, Viejo CG, Pang A, Fuentes S. Review of technology advances to assess rice quality traits and consumer perception. Food Res Int. 2023;172:113105.
  14. Fausiah E, Sarma M, Najib M. Analisis preferensi konsumen dan tingkat kepuasan terhadap atribut sayuran organik. Bogor Agricultural University; 2021.
  15. Okpiaifo G, Morat AD, West GH, Nalley LL, Nayga RM, Wailes EJ. Consumers’ preferences for sustainable rice practices in Nigeria. Glob Food Sec. 2020;24:100345.
  16. Grimm M, Luck N, Steinhübel F. Consumers’ willingness to pay for organic rice: Insights from a non-hypothetical experiment in Indonesia. Aust J Agric Resour Econ. 2023;67(1):83–103.
  17. Okoye K, Hosseini S. Correlation tests in R: Pearson Cor, Kendall’s Tau, and Spearman’s Rho. In: R programming. Singapore: Springer; 2024. p. 247–277.
  18. Shalihin AJ, Hidayat T, Hamdani. analisis preferensi masyarakat terhadap pembelian beras di Kota Banjarbaru. Front Agribisnis. 2020;4(1):34–41.
  19. Arroyo SEJ, Hogan V, Wisdom DA, Moldenhauer KAK, Seo HS. Effect of geographical indication information on consumer acceptability of cooked aromatic rice. Foods. 2020;9(12):1843.
  20. Asante BO, Frimpong BN, Asante MD, Prah S, Ayeh SJ, Sakyiamah, Zenna N, Mujawamariya G, Tufan HA. Exploring gender differences in the role of trait preferences among stakeholders in the rice value chain in Ghana. Sustainability. 2023;15(7):6026.
  21. Ar-Rozi MF, Masitoh S, Miftah H. Analisis persepsi konsumen beras organik dan faktor-faktor yang mempengaruhinya (kasus orang tua siswa Sekolah Alam Indonesia – Studio Alam, Depok). J AgribiSains. 2020;6(2):89–100.
  22. Amrullah A, Nadja RA, Bulkis S, Heliawaty, Aprilianti F, Hasan AM. Consumer decision to buy brown rice in traditional markets. In: International Conference on Environmental Ecology of Food Security. IOP Publishing; 2021. p. 012100.
  23. Miao Y, Sun J, Liu R, Huang J, Sheng J. Bridging the quality-price gap: Unlocking consumer premiums for high-quality rice in China. Foods. 2025;14(7):1184.
  24. Adabrah-Danquah V, Durand-Morat A, Nalley LL, Diagne M, Frimpong BN, Yang W. Consumer preferences and valuation for sustainably produced rice in Ghana. Environ Dev Sustain. 2025.