Determining Marketing Strategies Based on Farmers Behavior to Increase Farmers Willingness to Buy Nitya’s Feed

Abstract

The main feed for cattle is forage, while concentrate is only an additional feed. However, currently forage is very difficult to obtain by cattle farmers. In addition, the condition of the quality of concentrate that is not fixed with high prices is also experienced by cattle farmers. Whereas the health of the cattle depends on the feed it consumes. Therefore, Nitya brings innovative cattle feed by producing an all-in-one feed containing concentrate and forage in the form of seaweed as an alternative in one package. Unfortunately, Nitya is still having trouble determining the right marketing strategy. Therefore, this study conducts consumer understanding by identifying what factors most influence the behavior of cattle farmers in choosing cattle feed and providing recommendations for marketing strategies based on these factors. This research was conducted using a qualitative method through semi-structured interviews with 7 farmers who have at least 20 beef cattle domiciled in a suburban area in West Java and analyzed using manual and selective coding methods. The results showed that the social environment of farmers greatly influenced cattle farmers in choosing cattle feed. Cattle farmers often exchange information with each other. In this activity, cattle farmers share any information related to cattle. Cattle farmers are very interested in cattle feed products that can fulfill cattle nutrition and are proven to be able to fatten cattle. In addition, cattle farmers like to buy feed directly where they can reach, this is related to feed quality and feed prices. These findings can be helpful for developing a marketing strategy for Nitya.