Mulyadi, Fadli and Purnama, Septian Maulana and Inggrida, Jedda Ayu and Setiati, Fita (2023) Market Segmentation of Organic Vegetables in Samarinda. European Journal of Logistics, Purchasing and Supply Chain Management, 11 (2). pp. 48-57. ISSN 2054-0930 (Print), 2054-0949 (Online)
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Abstract
Samarinda as Capital City of East Kalimantan has strategic position for economy in East Kalimantan. Therefore, Samarinda attracts the peoples in the surrounded areas to settle in Samarinda. As a result, populations in Samarinda grow rapidly year-by-year. Data from Central Bureau of Statistics (BPS) recorded that according to population density, those populations at 10 subdistricts in Samarinda are varied, in which the highest density is in Samarinda Ulu subdistrict, 5,869 people/km2, and the lowest density is in Palaran subdistrict, 286 people/km2. Such population increase along with the increase consumers’ awareness toward food security and environmental issues. Therefore, public interest in healthy foods will increase as the increase demand for organic products. Objective of the research was to find out market segmentation of organic vegetables in Samarinda to and determine the potential target market, so that it will be able to maximize marketing, which will effect on a product sale. The research was condustec by quantitative approach, which analyzes latent variables that relate to consumers’ purchasing power for organic vegetables using a scale in which the values can be measured. Location of the research was determined by purposive sampling, which was selected in accordance with the largest sales for organic vegetables in Samarinda and used accidental sampling method to take the samples of consumers of organic vegetables. Results of the research showed that market segmentation with the age above 40-50 years old has dominated the consumption and income of each family ranges 3 – 4 million and more. Market segmentation with level of the consumers’ knowledge about organic vegetables was 52.00%. The consumers had high level of knowledge, and 4% consumers had very low level of knowledge about organic vegetables. The consumers’ perceptions against organic vegetables were 61.00% consumers agreed, and 13.00% consumers less agreed.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Depositing User: | Professor Mark T. Owen |
| Date Deposited: | 03 Aug 2023 06:51 |
| Last Modified: | 03 Aug 2023 06:51 |
| URI: | https://tudr.org/id/eprint/2053 |
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