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Small-Scale Farmer Preferences: Exploring the Gap Towards Product Attributes of Local and Imported Fertilizers

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@article{IJASEIT7702,
   author = {Tomy Perdana and Hesty Nurul Utami and Agriani Hermita Sadeli and Fernianda Rahayu Hermiatin},
   title = {Small-Scale Farmer Preferences: Exploring the Gap Towards Product Attributes of Local and Imported Fertilizers},
   journal = {International Journal on Advanced Science, Engineering and Information Technology},
   volume = {9},
   number = {2},
   year = {2019},
   pages = {502--510},
   keywords = {customer preference; marketing strategy; fertilizer; small-scale farmer.},
   abstract = {Marketing program becomes a crucial matter for fertilizer industries to boost selling in a particular marketplace. Local fertilizer industries actors are tried to outperform the competitor from other countries. The research objective is to explore horticulture small-scale farmer preference for product attributes of local and imported fertilizer. The research was conducted in Java, Indonesia as a representative region of horticultural farmers. This study used a survey method to gather data from 513 small-scale farmers horticultural farmers which spread over four provinces in Java Island. The data were analyzed with  MANOVA analysis. The result shows that farmers have a similar preference for local and imported fertilizers concerning price, promotion, and nutrient content. Farmers prefer price between IDR 16,000 to IDR 20,000 per kg, promotion through farm demonstration plot, and product content additional micro-nutrients and vitamins. On the other hand, there is a distinct preference for the design of fertilizer packaging. Farmers prefer imported fertilizer with an additional image, but not on local fertilizers. This finding serves as a reference to fertilizer producers in improving their marketing strategy. Local fertilizers producers should undertake a strategy adjusted to farmer preferences to win the competition in local market. This research only represents the behavior on the small-scale farmers, the result might be different if it apply in a large-scale farmer because this type of farmer has different characteristic which will influence to their preference of fertilizer.},
   issn = {2088-5334},
   publisher = {INSIGHT - Indonesian Society for Knowledge and Human Development},
   url = {http://ijaseit.insightsociety.org/index.php?option=com_content&view=article&id=9&Itemid=1&article_id=7702},
   doi = {10.18517/ijaseit.9.2.7702}
}

EndNote

%A Perdana, Tomy
%A Utami, Hesty Nurul
%A Sadeli, Agriani Hermita
%A Hermiatin, Fernianda Rahayu
%D 2019
%T Small-Scale Farmer Preferences: Exploring the Gap Towards Product Attributes of Local and Imported Fertilizers
%B 2019
%9 customer preference; marketing strategy; fertilizer; small-scale farmer.
%! Small-Scale Farmer Preferences: Exploring the Gap Towards Product Attributes of Local and Imported Fertilizers
%K customer preference; marketing strategy; fertilizer; small-scale farmer.
%X Marketing program becomes a crucial matter for fertilizer industries to boost selling in a particular marketplace. Local fertilizer industries actors are tried to outperform the competitor from other countries. The research objective is to explore horticulture small-scale farmer preference for product attributes of local and imported fertilizer. The research was conducted in Java, Indonesia as a representative region of horticultural farmers. This study used a survey method to gather data from 513 small-scale farmers horticultural farmers which spread over four provinces in Java Island. The data were analyzed with  MANOVA analysis. The result shows that farmers have a similar preference for local and imported fertilizers concerning price, promotion, and nutrient content. Farmers prefer price between IDR 16,000 to IDR 20,000 per kg, promotion through farm demonstration plot, and product content additional micro-nutrients and vitamins. On the other hand, there is a distinct preference for the design of fertilizer packaging. Farmers prefer imported fertilizer with an additional image, but not on local fertilizers. This finding serves as a reference to fertilizer producers in improving their marketing strategy. Local fertilizers producers should undertake a strategy adjusted to farmer preferences to win the competition in local market. This research only represents the behavior on the small-scale farmers, the result might be different if it apply in a large-scale farmer because this type of farmer has different characteristic which will influence to their preference of fertilizer.
%U http://ijaseit.insightsociety.org/index.php?option=com_content&view=article&id=9&Itemid=1&article_id=7702
%R doi:10.18517/ijaseit.9.2.7702
%J International Journal on Advanced Science, Engineering and Information Technology
%V 9
%N 2
%@ 2088-5334

IEEE

Tomy Perdana,Hesty Nurul Utami,Agriani Hermita Sadeli and Fernianda Rahayu Hermiatin,"Small-Scale Farmer Preferences: Exploring the Gap Towards Product Attributes of Local and Imported Fertilizers," International Journal on Advanced Science, Engineering and Information Technology, vol. 9, no. 2, pp. 502-510, 2019. [Online]. Available: http://dx.doi.org/10.18517/ijaseit.9.2.7702.

RefMan/ProCite (RIS)

TY  - JOUR
AU  - Perdana, Tomy
AU  - Utami, Hesty Nurul
AU  - Sadeli, Agriani Hermita
AU  - Hermiatin, Fernianda Rahayu
PY  - 2019
TI  - Small-Scale Farmer Preferences: Exploring the Gap Towards Product Attributes of Local and Imported Fertilizers
JF  - International Journal on Advanced Science, Engineering and Information Technology; Vol. 9 (2019) No. 2
Y2  - 2019
SP  - 502
EP  - 510
SN  - 2088-5334
PB  - INSIGHT - Indonesian Society for Knowledge and Human Development
KW  - customer preference; marketing strategy; fertilizer; small-scale farmer.
N2  - Marketing program becomes a crucial matter for fertilizer industries to boost selling in a particular marketplace. Local fertilizer industries actors are tried to outperform the competitor from other countries. The research objective is to explore horticulture small-scale farmer preference for product attributes of local and imported fertilizer. The research was conducted in Java, Indonesia as a representative region of horticultural farmers. This study used a survey method to gather data from 513 small-scale farmers horticultural farmers which spread over four provinces in Java Island. The data were analyzed with  MANOVA analysis. The result shows that farmers have a similar preference for local and imported fertilizers concerning price, promotion, and nutrient content. Farmers prefer price between IDR 16,000 to IDR 20,000 per kg, promotion through farm demonstration plot, and product content additional micro-nutrients and vitamins. On the other hand, there is a distinct preference for the design of fertilizer packaging. Farmers prefer imported fertilizer with an additional image, but not on local fertilizers. This finding serves as a reference to fertilizer producers in improving their marketing strategy. Local fertilizers producers should undertake a strategy adjusted to farmer preferences to win the competition in local market. This research only represents the behavior on the small-scale farmers, the result might be different if it apply in a large-scale farmer because this type of farmer has different characteristic which will influence to their preference of fertilizer.
UR  - http://ijaseit.insightsociety.org/index.php?option=com_content&view=article&id=9&Itemid=1&article_id=7702
DO  - 10.18517/ijaseit.9.2.7702

RefWorks

RT Journal Article
ID 7702
A1 Perdana, Tomy
A1 Utami, Hesty Nurul
A1 Sadeli, Agriani Hermita
A1 Hermiatin, Fernianda Rahayu
T1 Small-Scale Farmer Preferences: Exploring the Gap Towards Product Attributes of Local and Imported Fertilizers
JF International Journal on Advanced Science, Engineering and Information Technology
VO 9
IS 2
YR 2019
SP 502
OP 510
SN 2088-5334
PB INSIGHT - Indonesian Society for Knowledge and Human Development
K1 customer preference; marketing strategy; fertilizer; small-scale farmer.
AB Marketing program becomes a crucial matter for fertilizer industries to boost selling in a particular marketplace. Local fertilizer industries actors are tried to outperform the competitor from other countries. The research objective is to explore horticulture small-scale farmer preference for product attributes of local and imported fertilizer. The research was conducted in Java, Indonesia as a representative region of horticultural farmers. This study used a survey method to gather data from 513 small-scale farmers horticultural farmers which spread over four provinces in Java Island. The data were analyzed with  MANOVA analysis. The result shows that farmers have a similar preference for local and imported fertilizers concerning price, promotion, and nutrient content. Farmers prefer price between IDR 16,000 to IDR 20,000 per kg, promotion through farm demonstration plot, and product content additional micro-nutrients and vitamins. On the other hand, there is a distinct preference for the design of fertilizer packaging. Farmers prefer imported fertilizer with an additional image, but not on local fertilizers. This finding serves as a reference to fertilizer producers in improving their marketing strategy. Local fertilizers producers should undertake a strategy adjusted to farmer preferences to win the competition in local market. This research only represents the behavior on the small-scale farmers, the result might be different if it apply in a large-scale farmer because this type of farmer has different characteristic which will influence to their preference of fertilizer.
LK http://ijaseit.insightsociety.org/index.php?option=com_content&view=article&id=9&Itemid=1&article_id=7702
DO  - 10.18517/ijaseit.9.2.7702