Consumer Behavior and Perceive to Buy from Ready-to-Eat Meals Meat-Based Products: a Case Study of Rendang Tastes Processed Meats in Indonesia

Q4 Social Sciences

Journal of Social Research and Policy Pub Date : 2023-08-14 DOI:10.55324/josr.v2i9.1369

Permana M.A., Aprianingsih A., Fadlullah H.M.

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引用次数: 0

Abstract

Consumer behavior plays a pivotal role in the success of marketing strategies as it determines how consumers perceive and interact with products in the market. This study examines consumer behavior and perceptions in buying rendang-flavored processed meat as ready-to-eat (RTE) products in Indonesia. The research focuses on identifying the factors influencing consumers to purchase rendang taste processed meats, understanding their perceptions of the product, and assessing the impact of marketing strategies on their purchasing decisions. Data were collected using a survey with 211 final respondents, a quantitative method of Partial Least Squares - Structural Equation Modelling (PLS-SEM) was used to analyze the data. The findings of this study offer valuable insights into consumer behavior and perception towards rendang-flavored processed meats in Indonesia. The research is anticipated to have intellectual merit by exploring consumer behavior towards RTE products specific to Indonesian consumers. The practical implications of this study can aid companies in developing effective marketing strategies that capitalize on consumer preferences and ultimately increase sales and profitability.

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消费者购买即食肉类产品的行为和认知:以印尼人当口味加工肉类为例

消费者行为在营销策略的成功中起着举足轻重的作用，因为它决定了消费者如何感知市场上的产品并与之互动。本研究考察了印度尼西亚消费者购买人当味加工肉类作为即食产品的行为和观念。本研究旨在找出影响消费者购买仁当口味加工肉类的因素，了解消费者对产品的认知，并评估营销策略对其购买决策的影响。通过对211名最终调查对象的调查收集数据，采用偏最小二乘-结构方程模型(PLS-SEM)的定量方法对数据进行分析。本研究的发现为了解印尼消费者对人当味加工肉类的行为和认知提供了有价值的见解。通过探索印尼消费者对RTE产品的具体消费行为，预计该研究将具有智力价值。本研究的实际意义可以帮助公司制定有效的营销策略，利用消费者的偏好，最终增加销售和盈利能力。

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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来源期刊

Journal of Social Research and Policy Social Sciences-Sociology and Political Science

CiteScore

0.30

自引率

0.00%

发文量

审稿时长

8 weeks

期刊介绍： Welfare states have made well-being one of the main focuses of public policies. Social policies entail, however, complicated, and sometimes almost insurmountable, issues of prioritization, measurement, problem evaluation or strategic and technical decision making concerning aim-setting or finding the most adequate means to ends. Given the pressures to effectiveness it is no wonder that the last several decades have witnessed the imposition of research-based social policies as standard as well as the development of policy-oriented research methodologies. Legitimate social policies are, in this context, more and more dependent on the accurate use of diagnostic methods, of sophisticated program evaluation approaches, of benchmarking and so on. Inspired by this acute interest, our journal aims to host primarily articles based on policy research and methodological approaches of policy topics. Our journal is open to sociologically informed contributions from anthropologists, psychologists, statisticians, economists, historians and political scientists. General theoretical papers are also welcomed if do not deviate from the interests stated above. The editors also welcome reviews of books that are relevant to the topics covered in the journal.