CONSUMER PREFERENCE ANALYSIS OF NEW COMPLEMENTARY ORGANIC FOOD PRODUCTS

Abstract

XYZ Fruit Puree is one of complementary food products developed by Company X. A marketing plan to
expand the market of the product is considered by developing new product variants, namely XYZ Organic Fruit
Puree. The plan is done by providing new price offers and changing the target market from upper Social Economic
Status (SES) into middle to upper. This study aimed to evaluate consumer’s acceptance, purchase intention, and
preference toward XYZ Fruit Puree and XYZ Organic Fruit Puree product concepts. Non-parametric tests of
Wilcoxon signed-rank test and Mann-Whitney test were used for data analysis in this study to compare the
preference of total samples and each sample groups differentiated by its social economic status and usership. The
result showed that XYZ Organic Fruit Puree concept was more preferred by all types of consumers in aspects of
overall liking, uniqueness, intention to buy, and preferential intention. However, if price was taken into
consideration, intention to buy for XYZ Fruit Puree concept was significantly greater than the XYZ Organic Fruit
Puree concept. The recommendations given were the price of XYZ Organic Fruit Puree can be adjusted to be more
acceptable to consumers as well as increasing consumer trust in product safety.
Keywords: consumer preferences, new product development, purchase