Wahyudi, Apri creator Kuwornu, John K.M. Chairperson Datta, Avishek Examination Committee Loc, Thai Nguyen Examination Committee Indonesian Agency for Agricultural Research and Development, Ministry of Agriculture, Indonesia Scholarship Donor text series theses th Pathum Thani, Thailand Asian Institute of Technology 2018 continuing eng 54 (7) leaves : ill. +1 online resource 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. 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 Rice Indonesia Jakarta Consumers' preferences Indonesia Jakarta Asian Institute of Technology. http://203.159.5.9/ait-thesis/detail.php?q=B21697 http://203.159.5.9/ait-thesis/detail.php?q=B21697 190816 20260817162320.0