Abstract
Consumer behavior is needed as information material for traders in order to meet consumer needs. Vegetables have important for comsumers, therefore these commodities have great economic value for the agribusiness sector. The research aims to identify consumer behavior, determine the purchasing decision making process and analyze the factors that influence the buying behavior of vegetables in the Jember Regency area market. Data obtained from 100 respondents using a convenience sampling method and researched with attitude analysis (Ab), subjective norm analysis (SN), analysis of consumer behavior (B ~ BI) and factor analysis. The results of the analysis show that consumer behavior in buying vegetables in the Jember Regency City market area is as follows: (1) in traditional markets, is in neutral behavior, which is influenced by vegetable attributes; (2) In the modern market, it is likely behavior, which is influenced by the attributes of vegetables. Factors that influence consumers in making vegetable purchasing decisions in the Jember Regency region in a row are individual factors (age, education, income and lifestyle), psychological factors (beliefs, motivations and perceptions), social factors (family, close friends and coworkers), price factors (prices according to benefits and more affordable prices), distribution factors (product availability, seller services and location) and cultural factors (consumption habits). Keywords: consumer behavior, factor analysis, market, purchasing decisions
Highlights
Vegetables have important benefits for consumers, this commodity has great economic value for the agribusiness sector
The results of the analysis show that consumer behavior in buying vegetables in the Jember Regency City market area is as follows: (1) in traditional markets, is in neutral behavior, which is influenced by vegetable attributes; (2) In the modern market, it is likely behavior, which is influenced by the attributes of vegetables
Consumption of vegetables is always related to vegetable production, vegetable products are generally sold in markets, where the market itself is divided into 2 types, namely traditional markets and modern markets.The presence of modern markets since the 90s has become an alternative for people to meet their needs
Summary
Vegetables have important benefits for consumers, this commodity has great economic value for the agribusiness sector. Not all traditional markets have such physical conditions, some of which are still neat, clean, and safe, but still with traditional management patterns (Center for State Research and Development in Fissamawati, 2009). There are some consumers who prefer traditional markets to buy vegetables, this is because traditional markets have advantages, namely social interaction between traders and buyers, the products being sold are still fresh and most markets provide various types of vegetables. There are some consumers who prefer the modern market to buy fresh vegetables, this is because modern markets have advantages, namely neat vegetable storage racks, neat vegetable packaging and a clean place
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