Consumer preferences towards Padang Sidempuan and Pondoh snake fruit

Abstract

This study is aimed to investigate consumer preferences towards the attribute combination of Padang Sidempuan and Pondoh snake fruit in Medan City, Indonesia, and to analyse the attributes order of Padang Sidempuan and Pondoh snake fruit due to its most important based on consumer preferences. According to the formula for determining sample size for studying preferences, the number of samples obtained for this study is 100 people. The sampling method for this study is the accidental sampling. The study used the conjoint analysis method. In this study, seven attributes that affect size, weight, skin colour, price, and taste, thickness of fruit flesh and thickness of fruit skin were used. The results reveal that Padang Sidempuan and Pondoh snake fruit which became consumer preferences had the same preferences, namely snake fruit with medium size, heavy in weight, blackish brown skin colour, affordable, sweet taste, thick fruit flesh and thin fruit skin. In conclusion, consumers of Padang Sidempuan and Pondoh snake fruit consider the attributes of flavour as the most important factor in making decisions to consume Padang Sidempuan and Pondoh snake fruit.