Factors Influencing the Frequency of Consumers’ Purchases of Locally-Produced Rice in Indonesia: A Poisson Regression Analysis

Apri Wahyudi, John Kuwornu (), Endro Gunawan, Avishek Datta and Loc T. Nguyen
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Apri Wahyudi: Department of Food, Agriculture and Bioresources, School of Environment, Resources and Development, Asian Institute of Technology (AIT), Pathun Thani 12120, Thailand
Endro Gunawan: Department of Food, Agriculture and Bioresources, School of Environment, Resources and Development, Asian Institute of Technology (AIT), Pathun Thani 12120, Thailand
Avishek Datta: Department of Food, Agriculture and Bioresources, School of Environment, Resources and Development, Asian Institute of Technology (AIT), Pathun Thani 12120, Thailand
Loc T. Nguyen: Department of Food, Agriculture and Bioresources, School of Environment, Resources and Development, Asian Institute of Technology (AIT), Pathun Thani 12120, Thailand

Agriculture, 2019, vol. 9, issue 6, 1-17

Abstract: This study assessed the factors influencing the frequency of purchases of locally-produced rice using data collected from a sample of 400 consumers in Jakarta Province in Indonesia. The empirical results of a Poisson regression model revealed that socio-economic characteristics of the consumers (i.e., gender, age, occupation, education, and income), characteristics of the product (i.e., label and color), and the product’s price and promotion significantly influenced consumers’ frequency of purchasing locally-produced rice. The implication is that increasing the quality of locally-produced rice, applying an appropriate marketing strategy such as offering a relatively lower-priced product compared to the price of imported rice, and product promotion are necessary for increasing the frequency of consumers’ purchases of locally-produced rice.

Keywords: agriculture; consumer preference; marketing mix; promotion; socio-economic factors (search for similar items in EconPapers)
JEL-codes: Q1 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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