Aufsatz
Consumer insights that drive value creation opportunities in the Indonesian domestic apple supply chain
Abstract
Agrifood chains that are based on the values defined by end consumers are able to secure a competitive edge over other chains, but securing that competitive edge requires a thorough understanding of the consumers and their value preferences. This study was conducted with a view to understanding domestic apple consumers in Malang, Indonesia, and using that information to guide the opportunities for domestic apple supply chain development in Indonesia. Data were collected through an intercept survey of 200 apple consumers. The survey was designed to identify the respondents’ consumption and buying patterns, as well as their attribute preferences for domestic apple compared to imported apple. Respondents were segmented based on their demographic profile and their value preferences for the domestic apple. Three significantly different clusters of domestic apple consumers were identified: the ‘indifferent consumers’ disregarded the importance of most attributes of domestic apples; the ‘pro-sensory consumers’ valued sensory attributes more than search attributes; and the ‘value seeking consumers’ rated most of the value attributes as important in making a purchase. This study identifies the need for value chain members to adopt practices along the chain that enhance particular attributes of domestic apples in order to increase value for each consumer segment.
Additional Information
Gedruckte Ausg. im Verlag Kassel Univ. Press (www.upress.uni-kassel.de) erschienen.Collections
Vol 120, No 1 (2019) (Journal of Agriculture and Rural Development in the Tropics and Subtropics (JARTS))Citation
@article{doi:10.17170/kobra-20190613554,
author={Zamzami, Lizia and Ariyawardana, Anoma},
title={Consumer insights that drive value creation opportunities in the Indonesian domestic apple supply chain},
journal={Journal of Agriculture and Rural Development in the Tropics and Subtropics (JARTS)},
year={2019}
}
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<resource xsi:schemaLocation="http://datacite.org/schema/kernel-2.2 http://schema.datacite.org/meta/kernel-2.2/metadata.xsd"> 2019-07-12T13:18:33Z 2019-07-12T13:18:33Z 2019-07-10 doi:10.17170/kobra-20190613554 http://hdl.handle.net/123456789/11276 Gedruckte Ausg. im Verlag Kassel Univ. Press (www.upress.uni-kassel.de) erschienen. eng Urheberrechtlich geschützt https://rightsstatements.org/page/InC/1.0/ apples consumer preference cluster analysis market segment Indonesia 630 Consumer insights that drive value creation opportunities in the Indonesian domestic apple supply chain Aufsatz Agrifood chains that are based on the values defined by end consumers are able to secure a competitive edge over other chains, but securing that competitive edge requires a thorough understanding of the consumers and their value preferences. This study was conducted with a view to understanding domestic apple consumers in Malang, Indonesia, and using that information to guide the opportunities for domestic apple supply chain development in Indonesia. Data were collected through an intercept survey of 200 apple consumers. The survey was designed to identify the respondents’ consumption and buying patterns, as well as their attribute preferences for domestic apple compared to imported apple. Respondents were segmented based on their demographic profile and their value preferences for the domestic apple. Three significantly different clusters of domestic apple consumers were identified: the ‘indifferent consumers’ disregarded the importance of most attributes of domestic apples; the ‘pro-sensory consumers’ valued sensory attributes more than search attributes; and the ‘value seeking consumers’ rated most of the value attributes as important in making a purchase. This study identifies the need for value chain members to adopt practices along the chain that enhance particular attributes of domestic apples in order to increase value for each consumer segment. open access Zamzami, Lizia Ariyawardana, Anoma publishedVersion ISSN 1612-9830 No. 1 Journal of Agriculture and Rural Development in the Tropics and Subtropics (JARTS) 33-44 Vol. 120 </resource>
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:Urheberrechtlich geschützt