E3S Web Conf.
Volume 232, 2021International Conference on Agribusiness and Rural Development (IConARD 2020)
|Number of page(s)||11|
|Published online||25 January 2021|
Consumer Preferences for Fresh and Frozen Local Beef in Sleman Regency, Indonesia
Department of Agribusiness, Universitas Muhammadiyah Yogyakarta, 55183, Yogyakarta, Indonesia
* Corresponding author: email@example.com
This study aims to determine the consumer preferences for fresh and frozen local beef in Sleman Regency by employing a descriptive method. Meatshop Oricow, the biggest beef seller in Sleman Regency, was chosen purposively as the research location. A sample consisting of 50 fresh local beef consumers and 50 frozen local beef consumers were surveyed. Chi-Square analysis was utilized to determine the attributes of both fresh and frozen local beef. While the multi-attribute Fishbein analysis was used to determine consumers’ attitudes toward both fresh and frozen local beef purchases. The results revealed that fairly cheap price, bright red meat color, fine fiber, practical packaging, less water content, low-fat content, and freshness were preferences of consumers in purchasing fresh and frozen local beef. Therefore, understanding consumer preferences can be the first step to develop the local beef market.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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