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Analysis Of Correlation Between Brown Sugar Attributes and The Consumer Preferences

WA KUASA BAKA1, USMAN RIANSE2, WEKA WIDAYATI3, DASMIN SIDU2, ILMA SARIMUSTAQIYMA RIANSE2, WEKA GUSMIARTY ABDULLAH2, ZULFIKAR LA ZULFIKAR2, LA RIANDA BAKA2, ABDI LA ABDI2, EDY CAHYONO4
The study aims to observe the determinants of consumer’s behavior in purchasing brown sugar in S.E. Sulawesi, and to analyze the correlation between various attributes of brown sugar and consumer preferences. Descriptive and quantitative analysis (Chi-Square) was used in this study. The result of this study showed that: first, the majority of brown sugar consumed by the people in S.E. Sulawesi is Kabaena brown sugar. Most of the respondents’s reason using brown sugar is to make cake, and the least reason is for health. This shows that the health aspect of brown sugar is not fully known by the people of S.E. Sulawesi. Second, brown sugar attributes that has correlation with consumer preferences in S.E. Sulawesi namely brown sugar price, place of purchasing, and its attributes (color, taste, texture, size, flavor, and packaging). In addition the domicile of the respondent also correlates with the preferences. Implication of this study indicated that the developing of various atributes of brown sugar has existing share and increasing possibility of brown sugar agribusiness. Keyword: brown sugar, price, place of purchasing, quality, consumer preference, correlation

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Diterbitkan pada: Proceedings of the 2nd International Conference on Mathematical, Computational and Statistical Sciences (MCSS '14) Advances in Applied and Pure Mathematics Gdansk, Poland May 15-17, 2014 ISBN: 978-960-474-380-3

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