Consumer’s market analysis of products based on cassava

Abstract

Cassava product has the important role for enhancing household's income in rural. Cassava as raw material food is plentiful as local food in Lampung. Cassava product is one of strategic value addition activities. Value additional activities are a key to create income source enrichment in rural. The household was product cassava as a snack or additional food. Their product cassava was operated in small-scale, traditional, and discontinuous production. They have been lacked in technology, capital, and market access. Measurement the sustainability of their business is important. The market has driven the business globally. This research aims to (1) describe the cassava demand to locally product cassava in rural and (2) analysis the consumer's perception of cassava product. Research take placed in Lampung Province, involved Bandar Lampung and Metro City, Pringsewu, Pesawaran, Central Lampung, and East Lampung district. It is held in February until April 2017. Data were analyzed by descriptive statistic and multidimensional scaling. Based on the analysis conclude that (1) the demand of product cassava from rural was massive in volume and regularity with the enormous transaction. This fact is very important to role business cycles. Consumers demand continuously will lead the production of cassava product sustain. Producers of product cassava will consume fresh cassava for the farmer. Consumption of fresh cassava for home industry regularly in rural will develop balancing in fresh cassava price in the farming gate (2) The consumer's perception on cassava product in the different market showed that they prefer much to consume cassava chips as cassava product products than other. Next are crackers, opak, and tiwul rice. Urban consumers prefer product products as snacks (chips, crumbs, and opak), with consumption frequency of 2-5 times per week and volume of 1-3 kg purchases. Consumers in rural were more frequent with daily consumption frequency. Multidimensional scaling analysis performed that price of cassava product was the centre of product attribute.