Identification of Factors Affecting Consumers In Buying Local Chocolate Products

Authors

  • Wildan Fajar Bachtiar Universitas Gadjah Mada
  • Satria Bhirawa Anoraga Universitas Gadjah Mada
  • Anjar Kistia Purwaditya Universitas Gadjah Mada

DOI:

https://doi.org/10.12928/jafost.v1i2.2688

Keywords:

Keywords, chocolate, place, price, product, promotion, purchasing, decision

Abstract

Yogyakarta has become a potential market for culinary industries. One of the emerging products, which becomes a typical souvenir from Yogyakarta, is local chocolate products. Some of the local chocolate producers continue to grow through their uniqueness and different sales points. The objective of this study is to investigate factors affecting of consumer decision making in purchasing local chocolate as a souvenir. This study was conducted in September 2019 through primary data collection in Yogyakarta. This research study involves exploration of significant target consumers. The total sample of 31 respondents were collected by accidental sampling. The results indicate that consumers highlighted promotion as the most important marketing factor that influences the purchasing decision for local chocolate products. On the other hand, consumers show that the products' quality and store are more important than the prices. Premium quality products, attractive and economical packaging, and giving product samples, ranked as the top three influential promotion sub-factors related to local chocolate product selection. Consumers who have higher educational backgrounds will focus on quality. The price factor becomes the last consideration, which is the variable price versus the number of contents in one package.

References

Anderson, S. F., Kelley, K. and Maxwell, S. E. (2017). Sample-Size Planning for More Accurate Statistical Power: A Method Adjusting Sample Effect Sizes for Publication Bias and Uncertainty. Psychological Science, 28(11), 1547–1562. doi: 10.1177/0956797617723724.
Badan Pusat Statistik Propinsi D.I Yogyakarta (2020). Provinsi Daerah Istimewa Yogyakarta Dalam Angka 2020.
BPS (2018) Statistik Kakao Indonesia 2017, Badan Pusat Statistik. doi: 10.1192/bjp.112.483.211-a.
Bryant, C. A. (2011). Social marketing: An underutilized tool for promoting adolescent health. Adolescent Medicine: State of the Art Reviews.
de Chernatony, L. (1999). Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation. Journal of Marketing Management. doi: 10.1362/026725799784870432.
Chikweche, T. and Fletcher, R. (2010). Understanding factors that influence purchases in subsistence markets. Journal of Business Research. doi: 10.1016/j.jbusres.2009.04.024.
Dangelico, R. M. and Vocalelli, D. (2017). Green Marketing: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, 1263–1279. doi: 10.1016/j.jclepro.2017.07.184.
Darcaniya, C. (2015). Faktor-Faktor Yang Mempengaruhi Niat Konsumen Untuk Membeli Coklat Monggo Secara Online. eprints.uns.ac.id/21709. Available at: eprints.uns.ac.id/21709.
Engel, J. F., Blackwell, R. D. and Miniard, P. W. (1995). Consumer Behaviour, pp. 14–66.
Euromonitor International. (2015). Euromonitor International - Analysis. Euromonitor.
Glanz, K. et al. (1998). Why Americans eat what they do: Taste, nutrition, cost, convenience, and weight control concerns as influences on food consumption. Journal of the American Dietetic Association. doi: 10.1016/S0002-8223(98)00260-0.
Hecke, T. Van. (2012). Power study of anova versus Kruskal-Wallis test. Journal of Statistics and Management Systems, 15(2–3), 241–247. doi: 10.1080/09720510.2012.10701623.
Hulland, J., Baumgartner, H. and Smith, K. M. (2018). Marketing survey research best practices: evidence and recommendations from a review of JAMS articles. Journal of the Academy of Marketing Science, 46(1), 92–108. doi: 10.1007/s11747-017-0532-y.
Išoraitė, M. (2016). Marketing mix theoretical aspects. International Journal of Research – Granthaalayah. doi: 10.5281/zenodo.56533.
Jumba, M. K., Hadayani, Howara, D., and Melida. (2015). Analisis Perilaku Konsumen Dalam Pengambilan Keputusan Mengkomsumsi Jenis Produk Benua Coklat Pada Industri Sa’adah Acency Di Kota Palu. Agrotekbis, 3(6), 731–738.
Maulidi, H. (2018). Analisis Faktor-Faktor yang Mempengaruhi Proses Keputusan Konsumen dalam Pembelian Minuman Chocolate Changer di Kota Padang. Skripsi: Universitas Andalas.
Meier, B. P., Noll, S. W. and Molokwu, O. J. (2017). The sweet life: The effect of mindful chocolate consumption on mood. Appetite. doi: 10.1016/j.appet.2016.09.018.
Miller, R. K., Washington, K. D. and Associates, R. K. M. (2017). Consumer Behavior 2017-2018. RKMA Market Research Handbook Series.
Öz, B., Unsal, F. and Movassaghi, H. (2018). Consumer attitudes toward genetically modified food in the United States: Are Millennials different?. Journal of Transnational Management. doi: 10.1080/15475778.2017.1373316.
Parker, G., Parker, I. and Brotchie, H. (2006). Mood state effects of chocolate. Journal of Affective Disorders. doi: 10.1016/j.jad.2006.02.007.
Pourdehghan, A. (2015). The impact of marketing mix elements on brand loyalty: A case study of mobile phone industry. Marketing and Branding Research, 2(1), 44–63. doi: 10.33844/mbr.2015.60184.
Santini, F. de O. et al. (2015). An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness. Revista de Administração, 50(4), 416–431. doi: 10.5700/rausp1210.
Sirgy, M. J. (2019). Positive balance: a hierarchical perspective of positive mental health. Quality of Life Research. doi: 10.1007/s11136-019-02145-5.
Sukma, N. and Baihaqi, A. (2013). Analisis Persepsi Konsumen Terhadap Produk Cokelat Di Kota Banda Aceh. Jurnal Agrisep. 14(2), 54–64. doi: 10.24815/agrisep.v14i2.2375.
Sullivan, G. M. and Artino, A. R. (2013). Analyzing and Interpreting Data From Likert-Type Scales. Journal of Graduate Medical Education. doi: 10.4300/jgme-5-4-18.
Taherdoost, H. (2018). Validity and Reliability of the Research Instrument; How to Test the Validation of a Questionnaire/Survey in a Research. SSRN Electronic Journal. doi: 10.2139/ssrn.3205040.
Vinson, J. A., Proch, J. and Zubik, L. (1999). Phenol antioxidant quantity and quality in foods: Cocoa, dark chocolate, and milk chocolate. Journal of Agricultural and Food Chemistry. doi: 10.1021/jf990312p.
Vogel, E. A. et al. (2014). Social comparison, social media, and self-esteem. Psychology of Popular Media Culture. doi: 10.1037/ppm0000047.

Downloads

Published

2021-03-04

Issue

Section

Articles