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

Department of Food, Agriculture and Bioresources, School of Environment, Resources and Development, Asian Institute of Technology (AIT), Pathun Thani 12120, Thailand
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Agriculture 2019, 9(6), 117; https://doi.org/10.3390/agriculture9060117
Received: 20 May 2019 / Revised: 29 May 2019 / Accepted: 30 May 2019 / Published: 4 June 2019
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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. View Full-Text
Keywords: agriculture; consumer preference; marketing mix; promotion; socio-economic factors agriculture; consumer preference; marketing mix; promotion; socio-economic factors
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).
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Wahyudi, A.; Kuwornu, J.K.M.; Gunawan, E.; Datta, A.; Nguyen, L.T. Factors Influencing the Frequency of Consumers’ Purchases of Locally-Produced Rice in Indonesia: A Poisson Regression Analysis. Agriculture 2019, 9, 117.

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