Abstract
The trend of people changing to healthier lifestyle has contribution to increase consumption of healthy food including pigmented rice. Demand for pigmented rice in the special province of Yogyakarta has risen but farmers are still having difficulties in marketing their produce. This research aimed (1) to identify segments of targeted consumers for pigmented rice sales, and (2) to develop marketing strategy for pigmented rice as a functional food. The research was conducted in districts of Yogyakarta, Sleman, and Bantul. Consumers were grouped based on their psychographic aspects i.e. motivation, health awareness, and lifestyle. It seemed that farmers needed to do rebranding upon their products and focusing on consumers with high awareness toward their health. Keywords: Functional Food; Marketing Strategy; Pigmented Rice; STP Analysis
Highlights
Indonesia has experienced a number of illnesses caused by the growing prosperity of the population included obesity, diabetes, and heart disease
Data from the Ministry of Health [1] showed that coronary heart disease, Selection and Peer-review under the responsibility of the ICoA Conference Committee
Cancer, and diabetes are not contagious diseases those cause the largest part of death in Indonesia
Summary
Indonesia has experienced a number of illnesses caused by the growing prosperity of the population included obesity, diabetes, and heart disease. Each year an estimated one out three people worldwide suffer from food-borne illness and 1.8 million of them died [6]. Data from the Ministry of Health [1] showed that coronary heart disease, Selection and Peer-review under the responsibility of the ICoA Conference Committee. Cancer, and diabetes are not contagious diseases those cause the largest part of death in Indonesia. These problems brought about most people change their mindset towards food. The desire of an increase in life expectancy and the emergence of the diseases may be correlated with wrong dietary habits that further resulting in health motivation in food consumption choice
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