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Market Segmentation for Organic Products in Bandung West Java, Indonesia

Author Affiliations

  • 1 Faculty of Agriculture Padjajaran University, Bandung, INDONESIA

Res. J. Recent Sci., Volume 1, Issue (3), Pages 48-56, March,2 (2012)

Abstract

Currently, the world community is consuming organic food. This can be seen from the demand for organic products throughout the world that increase about 20 % per year, and the demand creates a potential market for organic products. To anticipate this, the Ministry of Agriculture of the Republic Indonesia launched a “Go Organic Program” in 2010. Organic products are still limited in Bandung, and only few have been produced. There are a number of organic products that are usually sold in supermarkets such as organic chicken, vegetable (carrot, spinach, tomato) and other organic products such as snack, coffee, and rice. Meanwhile, no organic fruits have been produced. This research uses primary and secondary data which are processed by a discriminant analysis. Consumers’ perception, dominant factors, and marketing strategies for organic products were analyzed descriptively. This research is expected to contribute to the goverment policy, consumers of organic products, producers, and investors.

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