STRATEGI PENGEMBANGAN MODEL PEMASARAN BERAS ORGANIK BERBASIS CONSUMER’S MARKET DI KABUPATEN BANYUMAS
At present, many farmer groups at Banyumas Regency are cultivating organic rice. Their activities are very progressive. They distribute at Baturraden, Sumbang, Kedungbanteng, and Pekuncen. The activities are closed relation in the market. There is trend in moving f...
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Published in | Sepa Vol. 13; no. 1; pp. 1 - 9 |
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Main Authors | , |
Format | Journal Article |
Language | English |
Published |
Department of Agribusiness, Faculty of Agriculture, Universitas Sebelas Maret Surakarta
05.09.2017
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Subjects | |
Online Access | Get full text |
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Summary: | At present, many farmer groups at Banyumas Regency are cultivating organic rice. Their activities are very progressive. They distribute at Baturraden, Sumbang, Kedungbanteng, and Pekuncen. The activities are closed relation in the market. There is trend in moving from seller’s merket to consumer’s market. The market is not determined by middle trader, but end product consumer (consumers driven). In the case, consumer’s require complete information about physical, chemical and biological characters of product. Therefore, producers must enclose liable information on labels. The goals of research were to analyze farming activity of organic rice, and study on consume’s preferences. Survey method was used, followed descriptive-qualitative analysis, and principal component analysis (PCA) for finding out factors affecting consumers in buying organic rice and consuming the products based on profile and character of consumers. The research showed that (1) organic rice cultivation was profitable; (2) Attributes of organic rice consisting of price,flavor, availability, and guarantee of product are important; (3) Consumers are satisfied to the organic rice producer’s perfomance in determining price and flavor. We recommend to the producer for maintenance of quality (flavour), availability and guarantee of product. |
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ISSN: | 1829-9946 2654-6817 |
DOI: | 10.20961/sepa.v13i1.14228 |