Purchasing Decisions Behaviour of Beef Consumer in Kendari, Southeast Sulawesi (Case Study in Mandonga Traditional Market)

Abstract

Beef sales in the Kendari area are spread across several markets, both modern and traditional markets, one of which is the Traditional Market of Mall Mandonga. Mall Mandonga is one of beef supplies markets in Kendari City, which serve several types of livestock commodity, not only beef but also other types of meat. There are a variety of consumers that need to be mapped to develop a meat sales business in that location. This research is expected to be used as consideration for sellers to develop beef production and marketing in Kendari City, especially in Mall Mandonga Traditional Market. This study was aimed to determine consumer behavior in beef purchasing decisions in Kendari City. The research was conducted at the Mall Mandonga Traditional Market, Kendari City, Southeast Sulawesi, in June-July 2017. The sample population of this study was consumers who bought beef taken accidentally nonprobability as many as 90 people. The measured variable is related to consumer research that buys beef includes the physical characteristics of beef, perceptions of prices, the share of beef, number of purchases, ease of access, seller services, frequency of purchase, number of family members, education level and income level. Data were collected and analyzed descriptively qualitative and quantitative. The results showed that consumer behavior in the decision to buy beef at Mall Mandonga Traditional Market considers: (1) color (53.3%), (2) perception of normal price (80%), (3) purchase frequency 2-3 times in a week (43.3%), (4) total purchases> 2-5 kg (51.1%), (5) combined beef (38.9%), (6) easy access to available beef every day (41.1%) and (7) friendly service (40%).