Product Attributes and Their Effects

Oct 13, 2025 by talynt.org 111 views

Introduction

Medan City, as one of the major trade centers in Indonesia, offers a diverse range of choices for consumers to meet their daily needs, including the purchase of purebred chicken meat. The city's vibrant markets, both traditional and modern, provide a unique opportunity for consumers to make informed decisions about their purchases. This study aims to analyze the factors that influence consumer decisions in buying chicken meat in the traditional market of Pringgan and the modern market of Brastagi Supermarket in Medan City. By examining the socio-economic characteristics and product attributes of consumers, this study seeks to provide valuable insights for market participants and producers to design more effective marketing strategies.

Socio-Economic Factors Affecting Purchases

The socio-economic characteristics of consumers, such as age, level of education, number of dependents, income, and distance to market locations, have a significant influence on the number of purchases of broiler meat. In the traditional market of Pringgan, the variable number of dependents, income, and distance to the market shows a very significant effect. This indicates that consumers with higher income tend to buy more chicken meat, while distance to the market can affect the frequency of purchases. For instance, consumers who live closer to the market are more likely to visit the market frequently, resulting in higher sales volumes.

On the other hand, in the Modern Market Brastagi supermarket, socio-economic factors also have a significant influence, with age, dependents, and income as the dominant variable. Younger consumers with good income prefer to shop at the modern market because of the comfort and variation of the products offered. This suggests that modern markets are more appealing to younger consumers who value convenience and a wider range of products.

Product Attributes and Their Effects

Product attributes such as freshness, cleanliness, services, certification, and packaging also play an important role in purchasing decisions. The results of the analysis show that the attribute significantly affects the number of purchases of broilers in both markets. In the Pringgan traditional market, freshness and cleanliness are the main factors that consumers pay attention to. Consumers are more likely to choose chicken meat that looks fresh and clean, which reflects product quality. This indicates that consumers in traditional markets prioritize product quality and freshness over other attributes.

Meanwhile, in Brastagi supermarkets, certification attributes and packaging show a significant effect. This shows that consumers in modern markets more respect for products that are guaranteed quality through certification, as well as attractive and practical packaging. This suggests that modern markets are more focused on providing products that meet certain standards of quality and presentation.

The Difference in Factors Between Traditional and Modern Markets

Further analysis revealed that there are striking differences between attribute factors that affect consumers in the traditional market of Pringgan and Brastagi Supermarket. In traditional markets, aspects of freshness and cleanliness dominate, whereas in modern markets, consumers tend to consider aspects of certification and packaging. This indicates that consumer behavior in choosing products is strongly influenced by the market environment in which they transact. For instance, consumers in traditional markets are more likely to prioritize product quality and freshness, while consumers in modern markets are more focused on product certification and packaging.

Conclusion

From the analysis above, it is clear that both socio-economic factors and product attributes play an important role in the decision to purchase chicken meat. Understanding these factors can provide valuable insights for market participants and producers to design more effective marketing strategies. By adjusting products and services in accordance with consumer preferences, both in traditional and modern markets, they can increase customer satisfaction and encourage higher sales volumes. This study highlights the importance of considering the unique characteristics of each market environment in order to develop effective marketing strategies that meet the needs of consumers.

Recommendations

Based on the findings of this study, the following recommendations are made:

Market participants and producers should consider the socio-economic characteristics of consumers in each market environment when designing marketing strategies.
Traditional markets should focus on providing high-quality products that meet consumer preferences for freshness and cleanliness.
Modern markets should prioritize product certification and packaging to meet consumer expectations for quality and presentation.
Market participants and producers should conduct further research to understand the specific needs and preferences of consumers in each market environment.

Limitations of the Study

This study has several limitations that should be noted. Firstly, the study only examined the traditional market of Pringgan and the modern market of Brastagi Supermarket in Medan City, and may not be generalizable to other markets. Secondly, the study only considered a limited number of socio-economic factors and product attributes, and may not have captured the full range of factors that influence consumer decisions. Finally, the study relied on self-reported data from consumers, which may be subject to biases and errors.

Future Research Directions

Future research should aim to build on the findings of this study by examining the following research questions:

What are the specific socio-economic characteristics of consumers in each market environment that influence their purchasing decisions?
How do product attributes such as freshness, cleanliness, services, certification, and packaging affect consumer decisions in each market environment?
What are the unique characteristics of each market environment that influence consumer behavior and purchasing decisions?

By addressing these research questions, future studies can provide a more comprehensive understanding of the factors that influence consumer decisions in traditional and modern markets, and can inform the development of more effective marketing strategies that meet the needs of consumers.

Q: What are the main factors that influence consumer decisions in buying purebred chicken meat in traditional markets?

A: The main factors that influence consumer decisions in buying purebred chicken meat in traditional markets are freshness, cleanliness, and product quality. Consumers in traditional markets prioritize product quality and freshness over other attributes.

Q: How do socio-economic factors affect consumer decisions in buying purebred chicken meat in traditional markets?

A: Socio-economic factors such as age, level of education, number of dependents, income, and distance to market locations have a significant influence on the number of purchases of broiler meat in traditional markets. Consumers with higher income tend to buy more chicken meat, while distance to the market can affect the frequency of purchases.

Q: What are the main factors that influence consumer decisions in buying purebred chicken meat in modern markets?

A: The main factors that influence consumer decisions in buying purebred chicken meat in modern markets are certification attributes and packaging. Consumers in modern markets more respect for products that are guaranteed quality through certification, as well as attractive and practical packaging.

Q: How do socio-economic factors affect consumer decisions in buying purebred chicken meat in modern markets?

A: Socio-economic factors such as age, dependents, and income have a significant influence on the number of purchases of broiler meat in modern markets. Younger consumers with good income prefer to shop at the modern market because of the comfort and variation of the products offered.

Q: What are the differences between traditional and modern markets in terms of factors affecting consumer decisions?

A: The main differences between traditional and modern markets are the factors that influence consumer decisions. In traditional markets, aspects of freshness and cleanliness dominate, whereas in modern markets, consumers tend to consider aspects of certification and packaging.

Q: What are the implications of this study for market participants and producers?

A: The findings of this study have implications for market participants and producers to design more effective marketing strategies that meet the needs of consumers. By adjusting products and services in accordance with consumer preferences, both in traditional and modern markets, they can increase customer satisfaction and encourage higher sales volumes.

Q: What are the limitations of this study?

A: This study has several limitations that should be noted. Firstly, the study only examined the traditional market of Pringgan and the modern market of Brastagi Supermarket in Medan City, and may not be generalizable to other markets. Secondly, the study only considered a limited number of socio-economic factors and product attributes, and may not have captured the full range of factors that influence consumer decisions.

Q: What are the future research directions based on this study?

A: Future research should aim to build on the findings of this study by examining the following research questions:

What are the specific socio-economic characteristics of consumers in each market environment that influence their purchasing decisions?
How do product attributes such as freshness, cleanliness, services, certification, and packaging affect consumer decisions in each market environment?
What are the unique characteristics of each market environment that influence consumer behavior and purchasing decisions?