Consumer decision to buy brown rice in traditional markets

Abstract

Brown rice consumption varies depending on the amount of purchase. The amount of brown rice purchased by the community is influenced by the product attributes they have. Product attributes consist of two, namely extrinsic product attributes and intrinsic product attributes. The purpose of this study was to analyze the relationship between the attributes of brown rice products with the purchasing decision of consumers of brown rice. This research was located in three different traditional markets in Makassar City, that is Daya Market, Panakukkang Market, and Terong Market. The object of the research is the direct consumer who comes shopping at the traditional markets consisting of 96 people. The statistical analysis used in this research is the chi-square test. The results of this research show some extrinsic and intrinsic product attributes, which have a relationship with purchasing decisions for brown rice. Product extrinsic attributes that have a relationship with purchasing decisions are price, location, and brand. While the form of red rice grains is an intrinsic attribute that has a relationship with purchasing decisions.