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All Journal Buletin Peternakan Jurnal Sain Peternakan Indonesia Journal of Indonesian Economy and Business Jurnal Pengabdian Kepada Masyarakat (Indonesian Journal of Community Engagement) Animal Production : Indonesian Journal of Animal Production Caraka Tani: Journal of Sustainable Agriculture Jurnal Triton
Mujtahidah Anggriani Ummul Muzayyanah
Department Of Livestock Socio-Economics, Faculty Of Animal Science, Universitas Gadjah Mada, Yogyakarta
Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences Veterinary Other

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Journal : Caraka Tani: Journal of Sustainable Agriculture

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Measuring Consumer Involvement and Product Attributes on Beef Consumer Segmentation Mujtahidah Anggriani Ummul Muzayyanah; Agung Triatmojo; Nguyen Hoang Qui Hoang Qui
Caraka Tani: Journal of Sustainable Agriculture Vol 38, No 1 (2023): April
Publisher : Universitas Sebelas Maret

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/carakatani.v38i1.67843

Abstract

Involvement is crucial in explaining emerging consumer behavior, such as purchasing and consumption decisions. Consumer involvement and purchase decisions are influenced by product attributes, resulting in differences in segmentation. Therefore, this study aims to examine consumer involvement in various beef segmentation categories and their product attributes. This would enable the profiling of consumer segmentation based on their level and type of involvement. The data were collected through an unrestricted self-selected survey run among 303 consumer and 4 consumer segments were identified. Furthermore, the One-way ANOVA F-tests with post-hoc Tukey multiple comparison test of mean scores and Pearson's chi-squared were used to achieve the second objective. The results showed concerned-consumer and cautious-consumer segment place emphasis on the economic value of the product when making purchasing decisions. In contrast, there was no distinction between functional and symbolic values of involvement in each consumer segment. This indicates that concerned-consumer, cautious-consumer, indifferent-consumer and straightforward-consumer segment perceive the advantages of purchasing beef. Furthermore, the concerned-consumer segment scored high on all product attributes. This study found that consumer with high involvement may consider a variety of factors before purchasing a product. Nevertheless, a low level of consumer involvement has less information to be apprehensive about, and improved consumer service can assist the cautious-consumer and concerned-consumer segment by simplifying the various information considered. Also, the identification of consumer segment based on balancing their attitudes towards meat consumption is of fundamental importance for the development of strategies in the red meat sector. The formulation of the market orientation has implications for product differentiation and marketing communication strategies.
Co-Authors Agung Triatmojo Agung Triatmojo Agung Triatmojo Ahmad Romadhoni Surya Putra Andriyani Astuti Diah Tri Widayati Endang Baliarti Endang Sulastri Keshav Lall Maharjan Keshav Lall Maharjan Nguyen Hoang Qui Nguyen Hoang Qui Hoang Qui Restiyana Agustine Rini Widiati Rini Widiati Suci Paramitasari Syahlani Suci Paramitasari Syahlani Sudi Nurtini Tian Jihadan Wankar Tri Anggraeni Kusumastuti Tri Anggraeni Kusumastuti Trisakti Haryadi Yasinta Yudya Saraswati Yustina Yuni Surandiyah