Consumer Analysis of Commercial Plant-Based Jerky

Abstract

The demand for plant-based meats is growing globally, with the global market estimated at USD 1.6 billion in 2019 and projected to reach USD 3.5 billion by 2026. Taking advantage of these opportunities, a food company based in Bandung, West Java, Indonesia develops plant-based products that can be consumed by both vegetarians and vegans. The growth of companies in the food sector is quite high. Competition between companies in the food sector is becoming increasingly tight, so the business units involved must try to determine the best strategy in providing quality and service according to demand. This study aimed to determine the consumer satisfaction of commercial plant-based jerky produced by a food company in Bandung, West Java, Indonesia using the Customer Satisfaction Index (CSI) method, identify its important attributes, and map the important of each attribute using Importance Performance Analysis (IPA). Variables and attributes used are: 1) quality of product (vegan jerky colour, aroma, texture, taste, shelf life, vegan jerky shape & size), 2) packaging products (appearance, material/type, practicality), 3) product price. Total respondents are 100 consumers with convenience sampling technique. This study uses probability sampling with simple random sampling technique and tested on 124 respondents. The customer satisfaction level of vegan jerky based on CSI are as follow: original onion variant 86.8%, spicy onion variant 85.3%, original non-onion variant 83.8%, and spicy non- onion variant 84.9%. Based on IPA, there were 5 attributes that needed improving: aroma, taste, texture, shelf life, and price.