Short answer

Prioritize sensory appeal and accessibility in product design and marketing for staple goods, as these often outweigh price considerations for consumers.

Field
Innovation & Markets
Source
'Badan Penerbitan Fakultas Pertanian (BPFP) Universitas Bengkulu' (2007)
Method
Quantitative analysis including correlation and regression tests.
Evidence
Strong effect

Consumers exhibit a strong preference for IR 64 rice based on its taste, smell, color, texture, and ease of access, with price and income being less influential factors. This innovation & markets research insight is drawn from a 2007 study published in 'Badan Penerbitan Fakultas Pertanian (BPFP) Universitas Bengkulu'. Using Quantitative analysis including correlation and regression tests., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Prioritize sensory appeal and accessibility in product design and marketing for staple goods, as these often outweigh price considerations for consumers.

Study
Innovation & MarketsHigh ImpactStrong effect

Consumer preference for IR 64 rice is driven by sensory attributes and availability, not price.

Consumers exhibit a strong preference for IR 64 rice based on its taste, smell, color, texture, and ease of access, with price and income being less influential factors.

'Badan Penerbitan Fakultas Pertanian (BPFP) Universitas Bengkulu' · 2007

01

Key Findings

  • 01Most consumers expressed a 'very like' preference level for IR 64 rice.
  • 02Sensory attributes (taste, smell, color, texture), packaging, and ease of availability were highly favored.
  • 03Attributes like 'proudly' (likely referring to brand perception or social status) and 'practice' (possibly ease of preparation or storage) received lower preference.
  • 04Income and family size significantly influenced IR 64 rice consumption.
  • 05Price of IR 64 rice and prices of competing rice varieties did not significantly influence consumption.
02

Application

Design takeaway

Prioritize sensory appeal and accessibility in product design and marketing for staple goods, as these often outweigh price considerations for consumers.

How to apply

When developing or marketing food products, conduct thorough consumer research focusing on sensory attributes and distribution logistics. Use income and household size as key segmentation variables.

Project actions

  • 01When researching consumer preferences, use a mix of qualitative (interviews, focus groups) and quantitative (surveys, preference tests) methods.
  • 02Clearly define and operationalize all attributes being tested to avoid ambiguity.
  • 03Consider the socio-economic context of your target market when analyzing influencing factors.
03

Method & Evidence

AimTo identify consumer preferences for IR 64 rice and the factors influencing its consumption levels in Bengkulu City.
MethodQuantitative analysis including correlation and regression tests.
ProcedureData was collected from consumers in four major markets in Bengkulu City. Consumer preferences for various attributes of IR 64 rice were assessed, and statistical analyses were performed to determine the relationship between these preferences and consumption levels, as well as the influence of factors like income and family size.
ContextFood products, specifically rice varieties, in an urban market setting.

Variables

IV["Income","Number of family members","Price of IR 64 rice","Price of other varieties of rice"]
DV["Level of IR 64 rice consumption"]
CV["Taste","Smell","Color","Texture","Packaging","Ease of getting"]
04

Strengths & Limitations

Strengths

  • +Investigated both preference levels and influencing factors.
  • +Used statistical methods (correlation and regression) for analysis.
  • +Collected data from multiple market locations.

Limitations

The findings are specific to the Bengkulu City market and may not apply elsewhere. The sampling method could limit the generalizability of the results.

Reliability & validity

The use of statistical tests like Spearman correlation and multiple regression suggests an attempt at quantitative reliability. Validity would depend on the clarity of survey questions and the representativeness of the sample.

Think critically

How might the cultural context of Bengkulu City influence the preference for specific rice attributes, and how could these findings be adapted for a different cultural setting?

05

Design Principles

"Sensory appeal and accessibility are primary drivers of consumer adoption for staple food products."

Understanding the true drivers of consumer preference allows for more effective product development and marketing strategies. Focusing on sensory qualities and distribution channels can lead to greater market penetration than solely competing on price.

06

What This Means for Your Design

People really like IR 64 rice because of how it tastes, smells, looks, and feels, and because it's easy to find. How much they buy depends more on how much money they have and how many people are in their family, not so much on the price.

How to use in your project

  • 1.Use this study to justify focusing on sensory attributes and user experience in your design, rather than solely on cost reduction.
  • 2.Cite this research when discussing the importance of market research and understanding consumer behavior in your design process.
07

Add to My Project

08

Quick Cite

Paragraph starter

Research by Reyendra (2007) on IR 64 rice in Bengkulu City found that consumer preference was strongly driven by sensory attributes such as taste, smell, color, and texture, as well as ease of availability, rather than price. This highlights the importance of prioritizing sensory appeal and accessibility in product design and marketing, as these factors can significantly influence consumer choice and consumption levels, even overriding price sensitivity in certain markets.

09

Source

'Badan Penerbitan Fakultas Pertanian (BPFP) Universitas Bengkulu'

Kajian Preferensi Konsumen Beras “Ir 64” dan Faktor-faktor yang Mempengaruhi Tingkat Konsumsinya di Kota Bengkulu

journal · 2007

View source

Questions About This Research

What does the research say about consumer preference for ir 64 rice is driven by sensory attributes and availability, not price?
Prioritize sensory appeal and accessibility in product design and marketing for staple goods, as these often outweigh price considerations for consumers. Evidence: 'Badan Penerbitan Fakultas Pertanian (BPFP) Universitas Bengkulu' (2007).
Why does "Consumer preference for IR 64 rice is driven by sensory attributes and availability, not price." matter for design?
Understanding the true drivers of consumer preference allows for more effective product development and marketing strategies. Focusing on sensory qualities and distribution channels can lead to greater market penetration than solely competing on price.
How can designers apply this research?
Prioritize sensory appeal and accessibility in product design and marketing for staple goods, as these often outweigh price considerations for consumers.
What were the main findings?
Most consumers expressed a 'very like' preference level for IR 64 rice.. Sensory attributes (taste, smell, color, texture), packaging, and ease of availability were highly favored.. Attributes like 'proudly' (likely referring to brand perception or social status) and 'practice' (possibly ease of preparation or storage) received lower preference.. Income and family size significantly influenced IR 64 rice consumption.
What research method was used?
Quantitative analysis including correlation and regression tests..
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2007 journal from 'Badan Penerbitan Fakultas Pertanian (BPFP) Universitas Bengkulu'.
What should I do differently in my next project?
When developing or marketing food products, conduct thorough consumer research focusing on sensory attributes and distribution logistics. Use income and household size as key segmentation variables.
What are the limitations?
The study was limited to a specific city (Bengkulu City) and may not be generalizable to other regions. The 'accidental sampling' method might introduce bias. Certain attributes like 'proudly' and 'practice' could benefit from clearer definition.