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Hierarchy of Consumer Decisions in Buying Organic Vegetables in Bandung

Author Affiliations

  • 1Faculty of Agriculture Padjadjaran University, Jl.Raya Bandung-Sumedang Km 21, Jatinangor INDONESIA

Res. J. Family, Community and Consumer Sci., Volume 1, Issue (7), Pages 1-5, September,27 (2013)


With increasing education and knowledge of the society, consumers are increasingly aware of the importance of healthy living by consuming organic products. Demand for organic products is increasing, especially after the government of Indonesia launched a program called “Go Green” in 2010 with the aim to preserve the environment. The results suggest that the reasons why consumers choose organic vegetables are clean (57.50%), easily obtained (22.50%), considered less costly for health purposes (20%). This means that consumers buy organic vegetables for the sake of their health (Deliana, 2011). Marketing of organic vegetables do not require a long marketing chain as these products are unique and have a specific market segment, thus the manufacturers not only have a selling concept but also have to make their customers satisfied with their products. The problem is that both producers and sellers do not understand the hopes, wishes, and needs of consumers for organic vegetables. This study analyzes the priority of the factors that consumers consider in deciding to buy organic vegetables in addition to finding out which vegetables are most preferred and expected by consumers. The study was conducted from April to May 2012, using the method of survey involving 35 people with a simple random sampling. The data required are primary and secondary data and analyzed using Analysis of Hierarchy Process by considering the social, economic, physical factors of organic vegetables. The results of the study are expected to be used by marketers, investors, and policy makers in marketing organic vegetables so that consumers feel satisfied and they are also loyal customers.


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