MODEL BEHAVIOR OF CONSUMER PRODUCTS FAST FOOD (FAST FOOD) AND TRADITIONAL FOOD
SudiyartoUniversity of National Development "Veteran" East Java
ABSTRACT
Consumer's Behaviour Models for Local and Import Agribusiness Product of Fast Food and Traditional FoodConsumers choice has for the many local agribusiness Whether either product imports. Consumers
especially the city people to global trending free life style have
chosen to buy the product that will be, so the grand problems that meet
the marketer and agribusiness producers in Indonesia is uncapability to
know and how the efforts fulfill "consumer behavior" to consumption or
purchasing agribusiness products.This writed are protype models to the research purpose 1). Analyze "consumers behavior" with knowing factors that influence consumers purchasing or fast foods consumption 2). Analyze
competitive advantage for local foods product imports products
consumers trust an approach attitude for multiatribut in local and
imports foods.Prototype
of this models are developed with analysis and methods that the first
by Structural Equation Modeling (SEM) for factors that influence the
consumers behavior. Secondly competitive advantage analysis on consumers trust value with Fishbein attitude Methods.Keywords: Consumer Behaviours, Fast Food and Traditional Foods.
INTRODUCTION
Indonesia is a market for goods and services and the enormous potential. It is not surprising that a market goals / targets potential for multinational companies from around the world. Every
member of the population or individuals in Indonesia are consumers,
because it performs better consumption activities of food, non-food and
services. Thus, Indonesia has more than 230 million consumersThe
free market in the era of globalization implies the presence of various
types of goods and services with a range of brands flooding the
Indonesian market. Competition antarmerek each product from different countries in the capture sharper consumer interest. For consumers, the market provides a variety of products and brands, with many options. consumers are free to choose the products and brands that will buy. The decision to buy is on the consumer. Consumers will use a variety of criteria in buying a particular product and brand. Consumers will buy products that fit their needs, tastes, and its purchasing power. Consumers would choose higher quality products and lower prices.
Contact Address:Sudiyarto, Jl. Hope AB/no.5 tongue Surabaya Tel. 031 7530304 / email HP.08123219205 sudiyartoupnjatim@yahoo.co.id2
Manufacturers
and marketers should seek to understand consumer behavior, knowing what
it needs, what it tastes and how he took the decision. So that marketers can produce goods and services that fit the needs of consumers. A
deep understanding of consumers will allow marketers can influence
consumer decisions, so you want to buy what is offered by marketers. Intense competition among brands and products to make consumers have a stronger position in bargaining (Sumarwan, 2003).The agricultural sector is the producer of foodstuffs, while the price of food is one of the main determinants of inflation. The
results Research and Development Centre of Agricultural Economics
(2001), suggests that the contribution of food to inflation has declined
sharply from 57.47 percent in the period 1970-1979 to 31.17 percent in
the period 1990-1998. This
means that the development of agriculture and supporting policies have
managed to reduce the increase in food prices, so it is no longer a
source of major causes of inflation as in the 1960's and 1970's
(Anonymous, 2001).Competitiveness
of agricultural products can be enhanced by the concept of agribusiness
development strategy aimed at the development of agricultural
industrialization of agribusiness as a whole system which is based on
the principles of efficiency and sustainability of farming in which
consolidation is realized through vertical coordination, so the final
product can be secured and adjusted to the final consumer preferences , (Simatupang, 1995).Commodity
approach that focuses on self-sufficiency should be shifted from
agribusiness approach is loaded with value creation and profit-oriented.
Food
security-oriented approach to food production should begin sliding on
food security oriented availability and purchasing power. Thus, the production approach is not the only approach that is able to meet the food needs of the community (Saeed, 1999). Consumer tastes and needs will be met when the product availability and purchasing power are also able to cope.As
stated by Gaspersz (2001), that the factors that influence the demand
for a good or service is not limited to the price of the product, the
price of substitute goods or goods komplenter, tastes, income, number of
people but also consider other factors that related to a). consumer expectations, b). the number of potential consumers, c). advertising expenditures d). features or attributes and e). other specific factors relating to the demand for goods or services marketed.The
main factors that influence consumer behavior according to Kotler
(1993), among others, cultural factors, social factors, personal factors
and psychological factors. Culture
is one determinant of a person's desires and behaviors of the most
fundamental and indeed the whole community has a social stratification
in which social classes shows a selection of products with different
brands. Purchasing
decisions are also influenced by the characteristics / personality
traits, particularly influential is the age and stage in the life cycle
buyers, work, economic situation, lifestyle, and the concept of personal
identity. Options to purchase3person will also be influenced by psychological factors, namely: motivation, perception, learning, and beliefs with an attitude.Consumer is one of the important components in the agribusiness system. According
Sumarwan (1999), suggests that the growth of the agribusiness sector
will be determined by how much consumer demand for agribusiness
products. Understanding consumer behavior fruit is a very important market information for the agribusiness sector. This information is required as an input to the production plan, develop and market products with good fruit.Agribusiness
products such as fruits Indonesia show is still unable to compete with
imported fruit products especially in terms of quality (taste and
appearance), but when the monetary crisis in 1998 the value of the U.S.
dollar against the rupiah to appreciate to make the prices of imported
goods become more expensive and unaffordable, consumers generally remain rationally choose the cheaper price of fruitThe
monetary crisis that took place during 1998 also affected the level of
real income which then affects the consumption patterns of fruits. The
results Lina (1999) in Sumarwan (1999), shows that in the period before
the crisis 25% of respondents consuming imported fruits, but during the
crisis the number of consumers who consume fruit imports only 4%. In
times of crisis fruit imports become more expensive, while declining
consumer purchasing power, this is the cause consumers to switch to
local fruit by reducing the consumption of imported fruit. The data provide important implications that consumers still consume fruits despite the crisis. This shows the importance of fruit for consumers. Another
thing shows that at an affordable price then consumers will be looking
for other attributes such as quality and compliance tastes. Noting
this phenomenon, the purpose of formulation of this design is to obtain
theories and models to study / learn about consumer behavior and
product agri imports in terms of value measurement indicator of consumer
confidence attitude attributes contained in the local fruit and
imported commodities.LITERATURE REVIEWTheory of Consumer BehaviorConsumer Behavior Models Engel, Blackwell and MiniardConsumer
Behavior Model proposed by Engel, Blackwell and Miniard (1994) explains
that there are factors that together influence the consumer's decision
to buy or pick. These factors are:a). Environmental
Influence: It is an environment where the consumer is or was raised
consisting of culture; social classes; influence of personal, family and
situation.b). Individual
Differences: Is the difference of each individual human consumers of
the consumer, motivation, attitude, personality and demographics.4c). Psychological
Process: This is the process that happens to the consumer before buying
or choosing which consists of information processing, learning,
changing attitudes / behaviors.Figure 1. Consumer Behavior Models Engel, Blackwell and Miniard (1994)Competitiveness TheoryBy the very nature of a commodity is said to have a competitive edge when competing has a sale price and good quality. As
stated by Simatupang (1992), that competitiveness is a concept to
express the ability of a manufacturer to produce a commodity with a
fairly good quality and production costs are low enough, so at prices
that occurred in the international market can be produced and marketed by the manufacturer to obtain sufficient income so that prices can sustain their production costs.a. Competitive Advantage (Advantage Kompetitive)Porter
in his book Competitive Advantage (1994), states that the principal
competitive strategy formulation is to connect the company with its
environment. . .EFFECTENVIRONMENTCultureSocial ClassPersonal InfluenceFamilySituationDECISION PROCESSDIFFERENCEINDIVIDUALHR ConsumersMotivationAttitudePersonalityDemographyPSYCHOLOGICAL PROCESSProcessingInformationLearningChangeAttitude / BehaviorMARKETING STRATEGYProductPricePromotionDistribution5The threat of entry of new entrantsBargaining power bargaining powerSupplier BuyerThreats products / services ReplacementFigure 2. The forces Affecting Industry CompetitionCompetitive
advantage (competitive advantage) by Porter (1993), basically evolved
from the value that can be created by a company to its buyers that
exceeds the cost of the company in creating. Value
is what a buyer is willing to pay, and superior value from a lower bid
prices than competitors for equivalent benefits or providing 'unique
benefits' is more than just offset the higher prices. There are two basic types of competitive advantage, namely cost advantage and differentiation. The
concept is then formulated by Porter in a strategic concept called
'Generic Competitive Strategies' or better known as 'Generic Strategies'
which consists of 1. Overall cost advantage, 2. Differentiation and 3. Focus.
RESEARCH DESIGN
Consumer
behavior agribusiness in a city can be analyzed by studying about
understanding consumer behavior and the factors that influence it. Engel
et al (1993), argues that consumer behavior is defined as actions
directly involved in obtaining, consuming, and spent a good product or
service, including the decision processes that precede and follow these
actions. So
the consumer behavior is essentially all of the activities, actions and
psychological processes that drive the action at before buying, when to
buy, use, spend productFactors
influencing consumer behavior in buying products (agri) include
cultural, social, personal (individual differences), psychological and
marketing strategy (Kotler, 1993 and Engel et al, 1995). Such factors as shown in Figure 3. following.INDUSTRY COMPETITORSCOMPETITION AMONG THE COMPANIES THAT THERENewcomers POTENTIALSUPPLIERSBUYERSREPLACEMENT PRODUCT6Figure 3. Factors Affecting Consumer Behavior(Kotler, 1993 and Engel et al, 1995)A. Cultural FactorsCulture
influences drive to motivate people to take action even further motifs
as diverse as freedom, education skills, kegiarahan etc.. The
elements that make up the culture include: order-value (value), norm
(Norms), customs (customs), prohibition (Mores); konventions
(convention); myth and symbol (Sumarwan, 2003).Modern society that lives in almost all countries have the same culture, the popular culture. Mowen
and Minor (1998) in Sumarwan (2003) defines popular culture as a
culture or a culture that many people follow and easily understood by
most members of society, they do not require specialized knowledge to
understand the popular culture.Figure 4. Indicator Variables Consumer Culture (Mowen and Minor, 2002)B. Social FactorsAccording
to Kotler (1993), argues that consumer behavior is also influenced by
social factors such as the reference group (reference), family and
social status of a consumer. The
term reference group (reference group) was first introduced by Hyman
(1942), which is defined as "a person or group of persons significantly
influence the behavior of individuals".CultureSocialIndividualBehaviorConsumerPsychologicalTata Value (Value)Customs (customs)Popular CultureB u d a y aX1.1X1.2X1.3Strat.Pemas7Figure 5. Indicators of Consumer Social Environment Variables(Kotler, 1993)InformationX2.1 = level of social status / occupation. X2.5 = Role / friends think:X2.2 = number of family members. X2.6 = Role / opinions neighborsX2.3 = The role of children in the purchase. X2.7 = Role / expert opinionX2.4 = The role of the husband / wife in the purchaseC. Personal factors (individual)Purchasing decisions as well as agri products is influenced also by the characteristics / traits private consumers. According
to Kotler (1993), Personal factors which mainly influence is the age
and stage of life cycle buyers, work, economic situation, lifestyle, and
the concept of personal identity.Figure 6. Individual Variable Indicators Consumer (Kotler, 1993)D. Factors PsychologyKotler
(1993), argues that in buying, a consumer (agribusiness) will be
affected by four major psychological factors, namely motivation,
perception, learning, beliefs and attitudes, psychological dimensions
include motivation,Social StatusFamilyReference GroupLingk. SocialAge ConsumersEducationJobIndividualRevenueLifestyle(Lifestyle)X2.1X2.6X2.7X3.1X3.2X3.3X3.4X3.5X2.2X2.3X2.4X2.58perception and knowledge of a person will affect consumer behavior in purchasing agri products. Biological
Motivation for example, that a person consuming the product is to meet
the needs of agribusiness; meet the objectives and gain experience
pleasure. Associated with a person's perception of a product that looks good; perceived or abortion. While knowledge is demonstrated skills / knowledge a person in assessing agri products to be bought.Figure 7. Indicators of Consumer Psychological Variables(Kotler, 1993 and Engel et al, 1993)X4.1 = Needs. X4.5 = Knowledge of agribusiness products.Description:X4.2 = Meets goals (health). X4.6 = Knowledge purchasesX4.3 = experience pleasure. X4.7 = Knowledge consumption / usageX4.4 = Consumer PerceptionE. Marketing StrategyThe
marketing strategy is designed to achieve the business goals /
objectives that include marketing can influence consumers to purchase /
consume the product being marketed. Marketing goals which include to attract consumers to buy the products offered. Further
strategies are translated into specific programs implemented
efficiently and repaired if it fails to achieve the objectives (Kotler,
1993). Kotler
(1993), also suggests that marketing strategies are generally more
familiar with the marketing mix (marketing mix), better known as the 4
P's (Product; Price; Promotion; Place).M o t i v a s iP e r s e p s iKnowledgePsychologyX4.1X4.2X4.3Marketing Mix StrategyProduct StrategyStrategy Price / PricePromotion StrategyStrategic Distribution / PlaceX5.1X5.2X5.3X5.4X4.4X4.5X4.6X4.7X5.5X5.6X5.7X5.8X5.9X5.109Figure 8. Marketing Mix Strategies Company (Marketing Mix) (Kotler, 1993)InformationX5.1 = Product Quality. X6.6 = Brochure / leaflet:X5.2 = Brand products. X6.7 = Sales promotionX5.3 = Packaging products. X6.8 = A strategicX5.4 = pricing strategy. X6.9 = Number penjua / store / kiosk.X5.5 = Ad. X6.10 = Structuring shop / kioskF. Consumer AttitudesAccording
to Mowen and Minor (2002), suggests that the attitude was strongly
associated with the concept of faith (belief) and behavior (behavior). The
term consumer attitude formation (consumer attitude formation) often
describe the relationship between beliefs, attitudes and behaviors. Beliefs, attitudes and behavior is also related to the concept of product attributes (product attribute). Poduk Attributes are the characteristics of a product, consumers usually have confidence in the product attributes. So attitudes toward product attributes, describe the behavior / consumer preferences towards product.In
determining the choice of products, the selection criteria of consumers
affected by the attributes attached to the product, this model is often
called the Model Attitude Multiatribut. This
model is initiated by the opinions of Lancaster (1966) in Colman and
Young (1992), that the analysis of the attributes can be used to study
the behavior of consumers, suggesting that consumer utility menderive
instead of products consumed but from the characteristics or attributes
of the product.Multiatribut
agribusiness products can be viewed by 'quality criteria' agribusiness
products (such as fruit) as proposed by Poerwanto, Susanto and Setyati
(2002), include: 1. Visual quality or appearance, 2. Moutfeel (taste in the mouth), 3. Nutritional Value & Substance Efficacious (functional quality), 4. Security consumption, 5. Ease of handling, and 6. Other quality properties:By
'quality criteria' agribusiness products above, it can be formulated
attitudes consumer confidence in selecting attributes agribusiness
products (pieces) that consumers desired, as shown in Figure 2. following.Figure 9. Indicators of Consumer Attitudes Toward Variable Attributes Fruit(Sumarwan 2003 and Poerwanto, et al, 2002)PriceSizeColorFreshAromaTextureS I C A PY1Y3Y4Y5Y6Y7TasteY2NutrientY810thInformationY1 = Product Price (high-low):Y2 = Product taste (sour - sweet)Y3 = Product size (too small - large - ideal)Y4 = Color Products (hijau/mentah- yellow - red / ripe)Y5 = Product Freshness condition (dull / wrinkled-Fresh)Y6 = Aroma Products (foul - fragrant).Y7 = Texture (hard - soft)Y8 = Nutrition / Vitamins (a little - a lot)METHODS1. Analysis of Factors Affecting Consumer Behavior AgribusinessThe
design research model of factors that influence consumer behavior
agribusiness products can be analyzed using the Structural Equation
Model (SEM). Hair
et al, (1992), states that SEM is a multivariate analysis technique
which combines aspects of multiple regression (in examining dependence
relationships) and factor analysis (presented concepts immeasurable,
factors with multivaribel) to estimate the number varibael series
interdependence.This
model is a combination of two models of structural models that links
between latent variables / factors, and measurement models that explain
the relationship with the latent variable indicators. Latent variables are variables that can not be measured directly and the information obtained from its constituent indicators.Early stages that need to be taken in applying Structural Equation Model by Hair et al (1992) are as follows:a. Developing a Theory-Based ModelThe
model is built in the design of the study of consumer behavior is
developed by means of scientific exploration through literature and
previous studies to obtain a theoretical justification based model
developed (Ferdinand, 2002). Factors examined by the study include the following theories: factors affecting consisting of 1. Cultural factors; 2. social environmental factors, 3. individual factors / individuals; 4. Psychological factors consumers and 5. factor of the company's marketing strategy / marketing. While
the factors that influenced the attitude of consumer confidence in the
product attributes agribusiness, the indicator comprising: a). prices, b). sense, c). size d). color; e). freshness f). aroma; g). texture and h). vitamin content.b. Developing Cross SchemeThis
stage is to describe a model that has been formulated on the cross in
the form of diagrams, of which the relationship between the five
constructs are expressed by arrows. The
arrows show the relationship between the constructs of a direct causal
relationship with one another, while the curved lines with arrows each
end stating the correlation between the constructs (see Figure 10.).11thConstructs that make up the model consists of exogenous constructs and endogenous constructs, which are described as follows:1. Exogenous
constructs (exogenous Latent Variables), known also as the "source
variables" or independent variables that are not predicted by other
variables in the model. In
the exogenous construct image is constructs targeted by a line with an
arrowhead., Which in this study include: cultural, social, individual,
consumer psychology and marketing strategies.2. Endogenous constructs (Endogeneous Latent Variables), are factors that predicted by single or multiple constructs. In
this study the endogenous construct Consumer confidence is the attitude
towards the food product attributes (Ferdinand, 2002).c. Structural Equation Model (Structural Equation Modelling)Based on traffic schemes are built, can be assembled structural equation and measurement models. The diagram on the cross and then converted into a structural equations as follows:Consumer Attitudes Culture = β1 + β2 + β3 Individuals Social Psychological β4 + β5 + Marketing Strategy + εThe equation for the measuremen model, further described as follows:Table 1. Exogenous constructs:ExogenousIndicatorX1X2X3X4X5errorX1.1X1.2X1.3X2.1X2.2X2.3X3.1X3.2X3.3X3.4X3.5X4.1X4.2X4.3X5.1X5.2X5.3X5.4==================X1.1 λ * X1X1.2 λ * X1X1.3 λ * X1X2.1 λ * X1X2.2 λ * X1X2.3 λ * X1X3.1 λ * X1X3.2 λ * X1X3.3 λ * X1X3.4 λ * X1X3.5 λ * X1X4.1 λ * X1X4.2 λ * X1X4.3 λ * X1X5.1 λ * X1X5.2 λ * X1X5.3 λ * X1X5.4 λ * X1++++++++++++++++++d1d2d3d4d5d6d7d8D9D10D11D12D13D14d15D16D17D18Endogeneous constructs:Y1 = Y + e1 λY1 * λY3 * Y3 = Y5 = e1 + Y * Y + e1 λY5ΛY2 * Y2 = Y4 = Y + e1 + e1 λY4 * Y * Y6 = Y + e1 λY612thDESIGN (DESIGN) RESEARCHFigure 10. Draft Model (Design) Research in Consumer Behavior Analysis Agribusiness with SEMInformation1. ATTITUDE = consumer attitudes toward product attributes Agribusiness:Y1 = Agribusiness Product Price (high-low)Y2 = Sense of Product Sustainability (bad / sour - delicious)Y3 = Product Size Agribusiness (too small / large - ideal)Y4 = Appearance (very ugly - interesting)Y5 = freshness condition / Fresh Products (dull / wrinkled - fresh)Y6 = Aroma Products Sustainability (rotten - odor / aroma).Y7 = Texture (hard - soft)Y8 = Nutrition / Vitamins2. CULTURE = Environment Consumer Culture13thX1.1 = the value in buying products agribusinessX1.2 = habits (traditions) of consumers in buying products agribusinessX1.3 = Eating agribusiness products (eg fruits) as popular culture3. LINGSOS = Social Environment where consumers areX2.1 = level of social statusFamily:X2.2 = number of family members.X2.3 = The role of children in the purchase.X2.4 = The role of the husband / wife in the purchaseGroup Reference / Reference:X2.5 = Role / opinions friendX2.6 = Role / opinions neighborsX2.7 = Role / expert opinion4. INDI = Individual ConsumersX3.1 = Age underlying consumer purchasing agri productsX3.2 = Qualification underlying purchase agribusiness products.X3.3 = Levels of work affecting the purchase of agri productsX3.4 = The underlying revenue agribusiness product purchase.X3.5 = Buying fast food as a way of life (life style) consumer.5. PSI = Psychological ConsumersMotivation:X4.1 = Motivation needs.X4.2 = Meets goals (health / satisfaction of appetite).X4.3 = experience pleasure.Perception:X4.4 = consumer perception.Knowledge:X4.5 = Knowledge products agribusiness products.X4.6 = Knowledge agri product purchasesX4.7 = Knowledge usability agribusiness products6. SP = Strategies Product Marketing Product Sustainability.Product mix strategy:X5.1 = Product Quality agribusiness products.X5.2 = Brand products agribusiness products.X5.3 = Packaging products agribusiness products.Strategy Price:X5.4 = pricing strategy.Promotion strategy:X6.5 = AdX6.6 = Brochure / leafletX6.7 = Promotional Products sales AgribusinessDistribution Strategy:X6.8 = A strategicX6.9 = number of vending / kiosk agribusiness (fruit) andX6.10 = Structuring stand / store14th2. -Attitude Analysis of Consumer Confidence-Attitude
Analysis of consumer confidence in the product attributes agribusiness
is to describe the results of the analysis of attitudes beliefs Fishbein
methods that have been tabulated.According
to Engel et al (1993), Fishbein models illustrates that consumer
attitudes toward a product or brand of a product is determined by two
things: 1). Confidence in the product attributes or brand (bi component) and 2). Evaluate the importance of product attributes (components ei). This model uses the following formula:nAo = Σ Bieii = 1Ao = attitude toward an objectbi = the strength of belief that objects have attributes Iei = Evaluation of the attributes In = number of object attributes,Observed range of attributesIn this study there are 8 kinds of attributes, consisting of:A. bi = Power of Belief in agribusiness products, including:Table 2. Belief in the power of Agribusiness Product AttributesPrice / Kg.Very Cheap+2+10-1-2Very ExpensiveSense of SustainabilityVery Sweet+2+10-1-2Very AcidSize AgribusinessVery Ideal+2+10-1-2Too large / smallAgribusiness Very Yellow Color (mature)+2+10-1-2Very green (raw)Conditions FreshnessVery Fresh+2+10-1-2Very dull / wrinkledAroma AgribusinessVery Fragrant+2+10-1-2Very ApekTexture AgribusinessVery Soft+2+10-1-2Very HardContent of VitaminsVast+2+10-1-2Measly15thB. ei = element Agribusiness Product Evaluation,:Table 3. Elements of Sustainability Evaluation of Product AttributesPrice / Kg.Very Important+2+10-1-2UnimportantSense ProdukAgribisnis Very Important+2+10-1-2UnimportantAgribusiness Product Size is Important+2+10-1-2UnimportantProduct colors Agribusiness Very Important+2+10-1-2UnimportantConditions FreshnessVery Important+2+10-1-2UnimportantAgribusiness Aroma ProductsVery Important+2+10-1-2UnimportantAgribusiness Product TextureVery Important+2+10-1-2UnimportantContent of VitaminsVery Important+2+10-1-2Unimportant3. Analysis of CompetitivenessBy the very nature of a commodity is said to have a competitive edge when competing has a sale price and good quality. Competitive
advantage (competitive advantage) by Porter (1994), basically evolved
from the value that can be created by a company to its buyers that
exceeds the cost of the company in creating. Value
is what a buyer is willing to pay, and superior value from a lower bid
prices than competitors for equivalent benefits or providing 'unique
benefits' is more than just offset the higher prices.Description
directed to understand competitiveness by comparing the value of the
behavior (attitude) consumers, explaining which of agribusiness products
such as: local fruit and fruit import attribute attitudes scored
higher. Attitude attribute values indicate higher competitiveness competitive advantage (competitive advantage) higher. This
means that agribusiness products (fruits) are said to be superior or
that have assessed the competitiveness is a more popular / consumer
choice. This description uses the tabulation method using materials obtained from the analysis of the attitudes of consumer confidence.
CONCLUSIONS AND RECOMMENDATIONS
Based on the theoretical basis and design of the model is constructed, it can be concluded that:16th1. Research on the factors that influence consumer behavior Agribusiness products to do by waking theories include: a). Culture, b). Social environment, c). Individuals, d). Consumer Psychology and e). Marketing Strategy.2. Research on the attitudes of consumer confidence Agribusiness products to do with consumer ratings of product attributes.3. Product attributes inherent in Agribusiness products include: a). Price, b). Taste c). Size, d), Color / appearance products, e). Conditions Freshness / Fresh, f). Aroma, g). Texture and h). Nutrition.4. Research
on the attitudes of consumer confidence as well as to analyze the
competitiveness of the local agri products with imports.
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