A thesis submitted in partial fulfillment of the requirements for the degree of Master of Agribusiness Management

Thesis (M. Am.) - Asian Institute of Technology, 2018

Consumer preferences may refer to likes, preferences or something that consumers prefer. Understanding consumer preferences for locally-produced products (rice) is important because it will influence appropriate marketing strategies in the agri-food sector. This study described the variety of locally-produced rice, analyzed the factors influencing consumer preference and consumers{u2019} frequency of purchases of locally-produced rice in Jakarta Province in Indonesia. Binary Logit and Poisson regressions were used to analyze the factors influencing consumer preference and frequency of purchases of locally-produced rice, respectively. The empirical results of the Binary Logit regression revealed that price had significant positive influence on consumer preferences to buy locally-produced rice. The empirical results of the Poisson regression revealed that socio-economic characteristics of the consumers (gender, age, occupation, education, and income), product (label and color), price and promotion significantly influenced the consumers{u2019} frequency to purchase locally-produced rice. The policy recommendations are presented.