The analysis of consumption level and preferences of freshshallots consumers in Medan

Abstract

Comprehension about consumer preferences gives a very important contribution to the consumer’s decision making process, which eventually affects the level of consumer consumption. This study aims to analyze the level of consumer consumption, consumer preferences, as well as the combination of the most preferred attributes by the fresh shallots consumers in Medan. The number of respondents in this study is 100 households. Consumer preferences were identified using conjoint analysis. Attributes of the product that were observed are the size of the root, aroma, price, and dryness. The result of this study shows that the average level of fresh shallots consumption in Medan is 11.67 grams/capita/day, which is higher compared to the 7 grams/capita/day average of national consumption. Consumers assume that the dryness is a very high importance value in judging and deciding whether to buy the fresh shallots, followed by the attribute of aroma, price, and size of the root. Meanwhile, the combination of attributes that is most preferred are fresh shallots with bulb diameter of 2.5 cm, strong aroma, low price ranging below Rp 35000/kg and dryness level in medium category which means the products are in a rather moist/dry condition, and has a little skin waste.