Analysis of the consumer decision making process in purchasing rice

Abstract

Abstract Rice is a food commodity that is consumed by many Indonesian people. With the presence of branded and unbranded rice in the sale of rice on the market, a study of consumer behavior needs to be done so that the consumer’s needs for rice products are in line with expectations. Every time consumers experience changes in consuming. Changes that will directly affect consumer behavior patterns include market segmentation. This study aims to: analyze the decision-making process by consumers in the purchase of rice. This study was conducted at Makassar Terong Market. The analytical method used is descriptive analysis and chi- square test. The results of this study conclude that: all rice consumers undertake all stages of purchasing decision making namely problem recognition, information search, alternative evaluation, purchasing decisions, and post-purchase behavior. In demographics in terms of gender, age, marital status, employment, number of family members there is no relationship with purchasing decisions while in terms of education level and family income shows a positive relationship with purchasing decisions. In behavior segmentation, the benefits sought by consumers are not related to purchasing decisions, while the loyalty status indicates a relationship with purchasing decisions.