Consumer Behavior on Beef Purchasing Decision in West Java

Agribussiness Management Program, College of Vocational Studies (SV) IPB University, Indonesia

^* Corresponding author: intani.dewi@apps.ipb.ac.id

Abstract

The aim of this study was to determine consumer behavior in making beef purchasing decisions. The study was carried out for 3 months from April to June 2021. Research data were obtained from 300 respondents who used to buy beef from several areas in West Java. Sampling was carried out by convenience sampling method and data collection techniques using questionnaires. The analytical method used was descriptive analysis. The results of the analysis concluded that some respondents bought meat to meet family needs (as side dishes), with an average consumption requirement of less than 1 kg per week. Purchases of beef have been planned and most of them buy meat from traders in traditional markets who have become customers. Information related to meat prices was obtained by respondents from relatives or close neighbors. Even so, the respondent has no influence from other people in making their meat purchasing decisions. The portion of beef that often purchased was tenderloin, and if the price of beef rises the respondent will buy chicken as a substitute. The beef usually purchased in the form of fresh meat with a custom cut based on the needs. Mornings and weekends are the most preferred time for consumers to buy beef. Most purchases were made in cash. Only a small part is done in non-cash (debit). Most of the respondents also already trust the existing regular meat traders and willing to recommend them to their relatives/others. The reason was that the meat sold fit to the price and quality.