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Cluster, Consumers and Producers who care about Origin Labeling

Author Affiliations

  • 1Agribusiness Departement, Faculty of Agriculture, Padjadjaran University, Indonesia

Res. J. Recent Sci., Volume 5, Issue (6), Pages 13-23, June,2 (2016)


Gedong Gincu mango (Mangifera indica var. Gedong) becomes the backbone of Indonesian fruit exports because of its unique taste, shape, color, and rich aroma. Mango producers want to sell their products at high price while consumers in the opposite side. Origin label can bridge this because it gives guarantee to the consumers that the product is of high quality. The problem in this study is not all producers and consumers care about the origin label. Identification of the problem is (1) the producer or consumer groups who care about the origin label, (2) what dominant factors encourage producers and consumers to care about origin labeling the label from the area and (3) what kind of social engineering for the origin label to be accepted by producers and consumers. The research aims to map the target and market segments of the labeled Gedong Gincu, so that it is more efficient for distribution marketing. If distribution marketing is efficient, producers and consumers will be benefited. The research was conducted from May to October 2013, and survey with 460 respondents consisting of 260 producers and 200 consumers with simple random sampling (producers) and systematic random sampling (consumers). Data were analyzed by using a cluster analysis and followed by logistic regression. The results are expected to provide the government with information that will help make policies that are beneficial for producer, market agent, mango exporters, the private sector, as well as for consumers.


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