Purchase Behavior of Noodles: A Case Study of Effort Primary Food Diversification in Indonesia

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Author(s) Fauziah Eddyono | Budiarto Subroto
Pages 655-662
Volume 3
Issue 10
Date October, 2014
Keywords food diversification, noodles, price, health risk, purchase behavior

The high demand for rice in Indonesia recently calls the government to provide alternative food product for local market. The government food diversification program, among other things, includes the persuasion for consumers to consider noodles besides rice in their main menu. This research studies consumer’s behavior of purchase noodles. Four predictors are discussed, which include pricing, promotion, distribution channels and health risks. The research was conducted in Jakarta, in November - December 2013. This study adopts descriptive and verification methods and data are analyzed using Structural Equation Modelling (SEM). The study identifies that consumers are neglecting their health risk and ignoring price factor in consuming noodles.

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