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Factors Influencing the Frequency of Consumers’ Purchases of Locally-Produced Rice in Indonesia: A Poisson Regression Analysis

Author

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  • Apri Wahyudi

    (Department of Food, Agriculture and Bioresources, School of Environment, Resources and Development, Asian Institute of Technology (AIT), Pathun Thani 12120, Thailand)

  • John K. M. Kuwornu

    (Department of Food, Agriculture and Bioresources, School of Environment, Resources and Development, Asian Institute of Technology (AIT), Pathun Thani 12120, Thailand)

  • Endro Gunawan

    (Department of Food, Agriculture and Bioresources, School of Environment, Resources and Development, Asian Institute of Technology (AIT), Pathun Thani 12120, Thailand)

  • Avishek Datta

    (Department of Food, Agriculture and Bioresources, School of Environment, Resources and Development, Asian Institute of Technology (AIT), Pathun Thani 12120, Thailand)

  • Loc T. Nguyen

    (Department of Food, Agriculture and Bioresources, School of Environment, Resources and Development, Asian Institute of Technology (AIT), Pathun Thani 12120, Thailand)

Abstract

This study assessed the factors influencing the frequency of purchases of locally-produced rice using data collected from a sample of 400 consumers in Jakarta Province in Indonesia. The empirical results of a Poisson regression model revealed that socio-economic characteristics of the consumers (i.e., gender, age, occupation, education, and income), characteristics of the product (i.e., label and color), and the product’s price and promotion significantly influenced consumers’ frequency of purchasing locally-produced rice. The implication is that increasing the quality of locally-produced rice, applying an appropriate marketing strategy such as offering a relatively lower-priced product compared to the price of imported rice, and product promotion are necessary for increasing the frequency of consumers’ purchases of locally-produced rice.

Suggested Citation

  • Apri Wahyudi & John K. M. Kuwornu & Endro Gunawan & Avishek Datta & Loc T. Nguyen, 2019. "Factors Influencing the Frequency of Consumers’ Purchases of Locally-Produced Rice in Indonesia: A Poisson Regression Analysis," Agriculture, MDPI, vol. 9(6), pages 1-17, June.
    • Handle: RePEc:gam:jagris:v:9:y:2019:i:6:p:117-:d:237225
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    2. Kitano, Shinichi & Mitsunari, Yuka & Yoshino, Akira, 2022. "The impact of information asymmetry on animal welfare-friendly consumption: Evidence from milk market in Japan," Ecological Economics, Elsevier, vol. 191(C).
    3. M. Emin YAÞAR & Abdulvahap BAYDAÞ & Þenol ÇELÝK, 2020. "Determination of Factors Affecting the Preferences of Youth for Purchasing New Products: Application of Confirmatory Factor Analysis," Bingol University Journal of Economics and Administrative Sciences, Bingol University, Faculty of Economics and Administrative Sciences, vol. 4(1), pages 195-225, August.
    4. Martey, Edward & Kuwornu, John K.M., 2021. "Perceptions of Climate Variability and Soil Fertility Management Choices Among Smallholder Farmers in Northern Ghana," Ecological Economics, Elsevier, vol. 180(C).
    5. Abdul-Basit Tampuli Abukari & Suad Morro & Munkaila Lambongang, 2022. "Modeling rice consumption preferences: an improved approach," SN Business & Economics, Springer, vol. 2(12), pages 1-26, December.

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