Analysis Of Factors Affecting Consumers In Decision Making Organic Rice (Case: Modern Market Consumers In Medan City)

Analysis of Factors Affecting Consumers in Decision Making Organic Rice Purchasing in Medan City

In today's fast-paced and health-conscious world, the demand for organic products, including organic rice, is on the rise. As consumers become more aware of the importance of healthy living, they are increasingly seeking out products that align with their values and promote well-being. This study, conducted by Filip Syahputra Sarumaha, aims to delve into the characteristics of organic rice consumers and analyze the factors that influence their purchasing decisions.

Understanding the Characteristics of Organic Rice Consumers

The study reveals that organic rice consumers in Medan City are predominantly married women, aged between 21 to 30 years, and hold higher education qualifications (S1 degree). They are entrepreneurs with a monthly income exceeding Rp. 5,000,000. This demographic profile suggests that organic rice consumers tend to come from more educated and financially stable backgrounds.

The Importance of Education and Income in Organic Rice Purchasing Decisions

Research indicates a positive correlation between age, last education, occupation, and income and the decision-making process for purchasing organic rice. This implies that consumers with higher education and income levels are more likely to choose organic rice. However, a negative relationship was found between sex and marital status, which may reflect traditional roles in managing family finances.

Motivation and Constraints in Decision Making

Organic rice consumers are driven by a desire to maintain health and adopt a healthy lifestyle. However, one of the primary obstacles they face is the higher price of organic rice compared to ordinary rice. Despite understanding the health benefits offered by organic rice, the financial burden becomes a significant barrier in purchasing decisions. This highlights the conflict between the expected health value and the financial reality that consumers must confront.

The Role of Price in Organic Rice Purchasing Decisions

The study highlights the significance of price as a factor in organic rice purchasing decisions. Consumers are willing to pay a premium for organic rice, but the high price remains a challenge. This suggests that producers and marketers of organic rice must develop strategies to make their products more affordable and competitive in the market.

Multi-Attribute Analysis Using the Fishbein Method

The Fishbein Multimater Analysis Method was employed to evaluate consumer attitudes towards various organic rice attributes. The results show that the benefits of organic rice have the highest value in terms of consumer confidence. Although consumers have a positive attitude towards the health benefits offered, the overall attitude value lies in the usual category, indicating that they still consider prices as an important factor.

The Significance of Consumer Attitudes in Organic Rice Purchasing Decisions

The study emphasizes the importance of understanding consumer attitudes towards organic rice attributes. By recognizing the benefits and limitations of organic rice, producers and marketers can develop targeted strategies to appeal to consumers and overcome existing obstacles.

Conclusion

This research provides valuable insights into the factors that influence the decision to purchase organic rice among modern market consumers in Medan City. The study highlights the importance of education, income, and price in organic rice purchasing decisions. Awareness of health is increasing, but the high price remains a challenge. This understanding is crucial for producers and marketers of organic rice to formulate strategies that can attract consumers and overcome existing obstacles. With the right approach, it is hoped that the organic rice market can develop more broadly in the future.

Recommendations for Producers and Marketers of Organic Rice

Based on the findings of this study, the following recommendations are made for producers and marketers of organic rice:

• Develop targeted marketing strategies to appeal to consumers with higher education and income levels.
• Explore ways to reduce the price of organic rice without compromising its quality and health benefits.
• Emphasize the benefits of organic rice, including its health benefits and environmental sustainability.
• Consider offering discounts or promotions to make organic rice more affordable for consumers.

By implementing these strategies, producers and marketers of organic rice can increase consumer awareness and adoption, ultimately driving the growth of the organic rice market in Medan City and beyond.
Frequently Asked Questions (FAQs) about Organic Rice Purchasing Decisions

In our previous article, we explored the factors that influence the decision to purchase organic rice among modern market consumers in Medan City. In this article, we will address some of the most frequently asked questions (FAQs) about organic rice purchasing decisions.

Q: What are the key characteristics of organic rice consumers?

A: According to our study, organic rice consumers in Medan City are predominantly married women, aged between 21 to 30 years, and hold higher education qualifications (S1 degree). They are entrepreneurs with a monthly income exceeding Rp. 5,000,000.

Q: Why do organic rice consumers choose organic rice?

A: Our study reveals that organic rice consumers are driven by a desire to maintain health and adopt a healthy lifestyle. They understand the health benefits offered by organic rice and are willing to pay a premium for it.

Q: What are the main obstacles faced by organic rice consumers?

A: The main obstacle faced by organic rice consumers is the higher price of organic rice compared to ordinary rice. Despite understanding the health benefits offered by organic rice, the financial burden becomes a significant barrier in purchasing decisions.

Q: How does education level affect organic rice purchasing decisions?

A: Research indicates a positive correlation between education level and the decision-making process for purchasing organic rice. Consumers with higher education levels are more likely to choose organic rice.

Q: What is the role of price in organic rice purchasing decisions?

A: The study highlights the significance of price as a factor in organic rice purchasing decisions. Consumers are willing to pay a premium for organic rice, but the high price remains a challenge.

Q: How can producers and marketers of organic rice overcome the price obstacle?

A: Producers and marketers of organic rice can explore ways to reduce the price of organic rice without compromising its quality and health benefits. They can also consider offering discounts or promotions to make organic rice more affordable for consumers.

Q: What are the benefits of organic rice for consumers?

A: Organic rice offers several benefits for consumers, including its health benefits, environmental sustainability, and support for local farmers. By choosing organic rice, consumers can promote a healthier lifestyle and contribute to a more sustainable food system.

Q: How can consumers make informed decisions about organic rice purchasing?

A: Consumers can make informed decisions about organic rice purchasing by considering the following factors:

• Education level: Consumers with higher education levels are more likely to choose organic rice.
• Income level: Consumers with higher income levels are more likely to choose organic rice.
• Price: Consumers are willing to pay a premium for organic rice, but the high price remains a challenge.
• Health benefits: Organic rice offers several health benefits, including lower levels of pesticides and heavy metals.
• Environmental sustainability: Organic rice is grown using sustainable farming practices that promote soil health and biodiversity.

By considering these factors, consumers can make informed decisions about organic rice purchasing and promote a healthier and more sustainable food system.

Q: What are the implications of this study for the organic rice industry?

A: This study has several implications for the organic rice industry, including:

• The need for targeted marketing strategies to appeal to consumers with higher education and income levels.
• The importance of reducing the price of organic rice without compromising its quality and health benefits.
• The need for producers and marketers to emphasize the benefits of organic rice, including its health benefits and environmental sustainability.

By addressing these challenges, the organic rice industry can promote a healthier and more sustainable food system and increase consumer adoption of organic rice.