International Journal on Advanced Science, Engineering and Information Technology, Vol. 9 (2019) No. 2, List of accepted papers, DOI:10.18517/ijaseit.9.2.7702

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

Tomy Perdana, Hesty Nurul Utami, Agriani Hermita Sadeli, Fernianda Rahayu Hermiatin

Abstract

Marketing program becomes a crucial matter for fertilizer industries to boost selling in the 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 towards fertilizer sources. The research conduct in Java, Indonesia as a representative region of horticulture farmer. This study used a survey method to gather data and analyzed with  MANOVA analysis. The result shows that farmer has a similar preference for local and imported fertilizer concerning fertilizer price, promotion, and nutrient content. On the other hand, there is a distinct preference on the design of fertilizer packaging.

Keywords:

Customer preference; marketing strategy; fertilizer; small-scale farmer

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