Capturing consumer value and clustering customer preferences in the Indonesian halal beef market
2019
Mahbubi, Akhmad | Uchiyama, Tomohiro | Hatanaka, Katsumori
The Indonesian consumer behavior has changed over the last decades, and hence reviewing consumer value is crucial for the halal beef industry. This study explores halal beef consumer preferences and its segmentation. The research design constituted descriptive with a quantitative approach. Focus group discussions and consumer surveys were conducted through face-to-face interview toward 440 middle-class Muslim households in Indonesian top ten cities. The data analysis uses conjoint and clusters analysis. The essential attributes of halal beef in the order of priority are a red color, zero residues, latest production, halal guarantee label positions for each cluster, clean, tender, and flavor (p-value = 0.000). Beef consumers consist of four clusters comprising sanctity, clarity, quality, and safety. Based on demographic characteristics, the age and family size differences among groups were not significant, with each p-value at 0.356 and 0.189, while based on consumption and buying preference, each cluster has not significantly different in their beef consumption level, with a p-value at 0.102.
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