Analysis Of Consumer Preferences In Choosing Karo Dragon Fruit And Javanese Dragon Fruit In Medan City

Analysis of Consumer Preferences in Choosing Karo Dragon Fruit and Javanese Dragon Fruit in Medan City

Introduction

In recent years, dragon fruit has become increasingly popular among consumers in Indonesia, particularly in big cities like Medan. The unique sweetness and attractive appearance of dragon fruit have made it a favorite among many. However, not all dragon fruits are created equal, and two types that are widely traded in Medan are Karo dragon fruit and Javanese dragon fruit. In this study, we aim to analyze the characteristics of consumers of these two types of dragon fruit, including their preferences for certain attributes that influence purchasing decisions.

Research Methods

The study was conducted with a purposive approach, where the study location was chosen by considering easy accessibility for researchers. The market that is the focus of research is the main market of Medan Tuntung, Medan Johor Traditional Market, Petisah Market, Melati Market, and Impress Market, all of which are located in Medan City, North Sumatra Province. Of the total population, 55 respondents were chosen as samples that were considered to represent consumers of Naga Karo and Java. Data collected includes primary and secondary data, while data analysis is carried out using the conjooint analysis method.

Research Results

The results of the analysis show that the characteristics of consumers of Naga Karo and Java fruit in Medan vary greatly based on gender, age, education level, occupation, and income. The tendency of preferences can also be seen from the attributes that are considered important by consumers when choosing dragon fruit.

Karo Dragon Fruit

Consumers tend to choose Karo dragon fruit that has a sweet taste, medium size, in a ripe, very runny, and dense texture. The attributes that are of the main concern in the decision to purchase the Karo Naga Fruit consist of:

• Flavor: Consumers prefer a sweet taste in Karo dragon fruit.
• Size: Medium size is preferred by consumers.
• Level of maturity: Consumers prefer dragon fruit that is ripe.
• Fruit flesh texture: Consumers prefer a dense texture.
• Water content in fruit: Consumers prefer dragon fruit with a high water content.

Javanese Dragon Fruit

For Javanese dragon fruit, consumers prefer a slightly sweet taste, a dense texture, quite runny, ripe, and a large size. The main attributes that are considered when buying Javanese dragon fruit include:

• Flavor: Consumers prefer a slightly sweet taste.
• Fruit flesh texture: Consumers prefer a dense texture.
• Water content in fruit: Consumers prefer dragon fruit with a high water content.
• Level of maturity: Consumers prefer dragon fruit that is ripe.
• Size: Consumers prefer large size.

Additional Analysis and Explanation

Consumer preferences for dragon fruit are strongly influenced by organoleptic factors such as taste and texture. In this context, the results show that consumers prefer dragon fruit with a prominent taste and satisfying texture. The sweet taste of the Karo dragon fruit and a little sweet from the Javanese dragon fruit shows a significant difference in consumer assessment, which can be related to the quality of the products produced from each region.

In addition, the size and level of maturity is also very instrumental in the purchasing decision. This shows that consumers not only rely on taste, but also the visual and physical factors of the fruit they choose. The right maturity gives confidence that the fruit has reached its peak of freshness, thus providing more satisfaction when consumed.

By understanding this consumer preference, farmers and dragon fruit sellers can adjust their products to meet market expectations. The right marketing strategy can also be applied to educate consumers about the difference between the two types of dragon fruit, so they can make better choices when shopping.

Conclusion

Based on this research, it can be concluded that there are significant differences in consumer preferences between Karo and Javanese dragon fruit in Medan. Taste, texture, size, and level of maturity are important attributes that influence purchasing decisions. Understanding these characteristics and preferences can provide competitive benefits for producers and distributors of dragon fruit, as well as help consumers in choosing products that are in accordance with their wishes.

Recommendations

Based on the findings of this study, the following recommendations can be made:

• Farmers and dragon fruit sellers: Adjust their products to meet market expectations by considering the preferences of consumers.
• Marketing strategy: Educate consumers about the difference between the two types of dragon fruit to help them make better choices when shopping.
• Product development: Develop products that cater to the preferences of consumers, such as sweet and medium-sized Karo dragon fruit or slightly sweet and large-sized Javanese dragon fruit.

By implementing these recommendations, farmers and dragon fruit sellers can increase their competitiveness in the market and provide consumers with products that meet their preferences.
Frequently Asked Questions (FAQs) about Consumer Preferences in Choosing Karo Dragon Fruit and Javanese Dragon Fruit in Medan City

Q: What are the main differences between Karo dragon fruit and Javanese dragon fruit?

A: The main differences between Karo dragon fruit and Javanese dragon fruit are in their taste, texture, size, and level of maturity. Karo dragon fruit is preferred for its sweet taste, medium size, and dense texture, while Javanese dragon fruit is preferred for its slightly sweet taste, large size, and dense texture.

Q: What are the most important attributes that influence purchasing decisions for consumers of Karo dragon fruit?

A: The most important attributes that influence purchasing decisions for consumers of Karo dragon fruit are flavor, size, level of maturity, fruit flesh texture, and water content in fruit. Consumers prefer Karo dragon fruit that has a sweet taste, medium size, is ripe, has a dense texture, and high water content.

Q: What are the most important attributes that influence purchasing decisions for consumers of Javanese dragon fruit?

A: The most important attributes that influence purchasing decisions for consumers of Javanese dragon fruit are flavor, fruit flesh texture, water content in fruit, level of maturity, and size. Consumers prefer Javanese dragon fruit that has a slightly sweet taste, dense texture, high water content, is ripe, and large size.

Q: How do consumer preferences for dragon fruit vary based on gender, age, education level, occupation, and income?

A: The study found that consumer preferences for dragon fruit vary based on gender, age, education level, occupation, and income. For example, younger consumers tend to prefer sweeter dragon fruit, while older consumers tend to prefer less sweet dragon fruit. Similarly, consumers with higher education levels tend to prefer more expensive dragon fruit, while consumers with lower education levels tend to prefer less expensive dragon fruit.

Q: What are the implications of this study for farmers and dragon fruit sellers?

A: The study has several implications for farmers and dragon fruit sellers. Firstly, they need to adjust their products to meet market expectations by considering the preferences of consumers. Secondly, they need to develop marketing strategies that educate consumers about the difference between the two types of dragon fruit. Finally, they need to develop products that cater to the preferences of consumers, such as sweet and medium-sized Karo dragon fruit or slightly sweet and large-sized Javanese dragon fruit.

Q: What are the benefits of understanding consumer preferences for dragon fruit?

A: Understanding consumer preferences for dragon fruit has several benefits. Firstly, it can help farmers and dragon fruit sellers to increase their competitiveness in the market. Secondly, it can help consumers to make better choices when shopping for dragon fruit. Finally, it can help to promote the development of the dragon fruit industry in Medan City.

Q: How can consumers make better choices when shopping for dragon fruit?

A: Consumers can make better choices when shopping for dragon fruit by considering the following factors:

• Taste: Choose dragon fruit that has a taste that you prefer.
• Texture: Choose dragon fruit that has a texture that you prefer.
• Size: Choose dragon fruit that has a size that you prefer.
• Level of maturity: Choose dragon fruit that is ripe.
• Price: Choose dragon fruit that is within your budget.

By considering these factors, consumers can make informed decisions when shopping for dragon fruit and choose products that meet their preferences.