Consumer Preferences on Cut Rose Purchases in Malang Raya

Erni Puspasari, Vita Regita Cahya Ningrum
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Abstract

Purpose: This research aims to identify the characteristics of cut-rose consumers in Malang Raya and analyze their preferences for purchasing cut-roses. Attributes for consumer preference regarding color attributes, bloom degree, and stem length.Design/Methodology/Approach: Descriptive statistics and conjoint analysis are the methods used in this research. The respondents to this research study on preferences were individuals residing in the Malang Raya region who had previously purchased cut roses. The total number of respondents in this research study was 150.Findings: The characteristics of the respondents, as indicated by the study's findings, were dominated by women aged 26 to 35 years, with incomes ranging from 3,000,000 to 6,000,000 rupiah and working in the private sector. In general, respondents stated that they purchased cut roses from florists rather than directly from farmers due to the convenience of accessibility. Consumer preference for cutting roses was obtained from a combination of red rose color attributes, a 75 percent bloom rate, and a stem length of more than 50 cm.
玛琅拉雅地区消费者购买鲜切花的偏好
目的:本研究旨在识别玛琅拉雅地区切花玫瑰消费者的特征,分析他们购买切花玫瑰的偏好。消费者偏好的属性包括颜色属性、开花程度和茎长。设计/方法/方法:描述性统计和联合分析是本研究中使用的方法。这项关于偏好的研究的受访者是居住在玛琅拉雅地区的个人,他们以前购买过切花玫瑰。本次调查的调查对象总数为150人。调查结果:调查结果表明,受访者的特征以26至35岁的女性为主,她们的收入在300万至600万印尼盾之间,在私营部门工作。一般来说,受访者表示,他们从花店购买切花玫瑰,而不是直接从农民那里购买,因为方便。消费者对切花玫瑰的偏好是由红玫瑰的颜色属性、75%的开花率和超过50厘米的茎长组合而成的。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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