Volume 4, Issue 3, September 2019, Page: 90-96
Exploration of the Level of Interest and Performance of Beef Attributes in Supermarket in District of South Bolaang Mongondow, Indonesia
Erwin Wantasen, Department of Socio-Economy, Faculty of Animal Husbandry, The Sam Ratulangi University, Jalan Kampus Manado, Indonesia
Sintya Jummoni Krissanty Umboh, Department of Socio-Economy, Faculty of Animal Husbandry, The Sam Ratulangi University, Jalan Kampus Manado, Indonesia
Eusebius Kussoy Malingkas Endoh, Department of Socio-Economy, Faculty of Animal Husbandry, The Sam Ratulangi University, Jalan Kampus Manado, Indonesia
Received: Jul. 25, 2019;       Accepted: Aug. 21, 2019;       Published: Sep. 10, 2019
DOI: 10.11648/j.jbed.20190403.13      View  101      Downloads  21
Abstract
This research is aimed to analyze consumer behavior in purchasing beef at modern market, located in District of South Bolaang Mongondow, Province of North Sulawesi, viewed from level of interest and performance of various attributes closely attached to beef products. The research, methodologically, then, was performed under survey method to beef’s consumers in two supermarkets existing in District of South Bolaang Mongondow. Both supermarkets selected as research site were Media Trans and Hail Mart, having been newly operated since 2018. 100 respondents were selected with accidental sampling technique, 50 respondents of each supermarket respectively. Data obtained were primary data, comprising of consumers’ perception against 25 items of beef attributes in-depth questioned under guidance of list of questions prepared initially. To analyze the level of interest and performance of beef attributes sold according to consumers’ perception, importance-performance matrix (IPM), thus, was employed. A value given for the level of interest and performance had 5 indicators, ranging of 1-5. As a result, the research concludes that attribute of expired dated, contents of beef’s parts and information of halal (under religious practice) were significantly important; however, the performance had not been in accordance with consumers’ expectation in influencing purchasing decision. Therefore, as further recommendation, those beef attributes are necessarily required higher priority by management of both supermarkets and beef’s producers in improving beef’s quality in order to satisfy consumers’ demand in purchasing beef products.
Keywords
Consumer Behavior, Supermarket, Expired Date, Contents of Beef’s Parts, Halal
To cite this article
Erwin Wantasen, Sintya Jummoni Krissanty Umboh, Eusebius Kussoy Malingkas Endoh, Exploration of the Level of Interest and Performance of Beef Attributes in Supermarket in District of South Bolaang Mongondow, Indonesia, Journal of Business and Economic Development. Vol. 4, No. 3, 2019, pp. 90-96. doi: 10.11648/j.jbed.20190403.13
Copyright
Copyright © 2019 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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