Customer Value Analysis of Hydroponic and Organic Vegetable Products with Conjoint Analysis Approach

Abstract

The aim of this study is to analyze costumer value by their preferences on organic and hydroponic vegetables. This study conducted in Bengkayang, West Kalimantan with the member of Christian Women of Indonesia as participants. This study conducted with conjoint analysis approach. This research found that there are four important things for the consumer to make a purchase decision for this hydroponic and organic vegetables. They are packaging, kind of vegetables, price, and the label of brand. Producent can use this research findings to build a strategy for their product management.