| Summary: |
The aims of this research is to find out how the consumers decision process on
purchasing organic vegetables and their preference towards organic vegetables are.
This is an quantitative research which use descriptive method. There are two brands
and six atributes that being evaluated in this research. The brands are TOM and
TOS, while the attributes are price, packaging, brand, freshness, variant of
vegetables, and organic label. The data analysis techniques used in this research
are descriptive and ideal point attitude model. The result of the research, which is
taken from 44 respondents, shows that freshness is the most important attribute in
organic vegetables. Consumers’ are being motivated to consume organic vegetable
because of its better nutrient compared to non-organic. Magazine and newspaper
are the source of information about organic vegetables that being accesed by mostly
consumers. People feel good benefits to their health after consuming organic
vegetables so they decided to continue consuming organic vegetables. Overall,
TOM brand gained higher score than TOS brand, and consumer prefer to buy TOM’s
organic vegetables
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