Abstract
Rice is the primary food needs of the people of Indonesia. Currently the characteristics of rice already are considered by consumers as the basis for consumer preference. This study aimed to analyze the relationship between rice attributes preferences and socio demographic in Palembang. The study was conducted in the vicinity of Palembang, from May to September 2019. A total of 329 respondents were surveyed to represent consumer preference. The data were analyzed using Spearman correlation. The results showed that the age of the respondent is positively related to the variety attribute. Educational background of respondents is negatively related to the attributes of varieties. The monthly income level of respondents is negatively related to the attributes of durability, varieties, rice heads. The other side, the monthly income level of respondents is positively related to the attributes of foreign objects, residues and services.
Highlights
The main staple food of Indonesian society to date is rice
Educational background of respondents is negatively related to the attributes of shapes
The monthly income level of respondents is negatively related to the attributes of durability, shapes, rice heads
Summary
The main staple food of Indonesian society to date is rice. Consumers still consider it important to eat rice. The Indonesian government put rice as a strategic commodity which must always be available at any time. Consumers do consume the product but to consider the characteristics inherent in the product that are linked to consumer preferences or utilities. All the characteristics of the product, including its price and quality, are taken into account during the process of decision-making [3]. This type of preferences is a straightforward decision between a specific range of choice options and their attributes, by making a ranking from the least to the most preferable [4]
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