Consumer Preferences for Cassava and Sweet Potatoes

Oct 13, 2025 by ludoplayers7.com 139 views

Understanding the Tastes of Medan City Consumer Preferences for Bulbs: Between Cassava and Sweet Potatoes

Introduction

Bulbs, such as cassava and sweet potatoes, are local sources of nutritional and carbohydrates that have been consumed by people for centuries. However, despite their numerous benefits, the consumption of tubers in Medan City is still far from optimal. This study aims to reveal the level of consumer preferences for cassava and sweet potatoes, as well as the factors that influence it. By understanding the consumer preferences and factors that influence them, stakeholders in the food industry can design effective development and marketing strategies to increase the consumption of tubers in Medan City.

Methodology

This study uses the purposive sampling method involving 100 respondents in the city of Medan. Data was collected through a questionnaire and analyzed descriptively and binary logistics regression. The questionnaire was designed to gather information on consumer preferences, experience, price, consumer satisfaction, age, income, trust, and interest in health.

Consumer Preferences for Cassava and Sweet Potatoes

The results of this study show that the level of consumer preference for cassava is categorized as moderate, while the preferences for sweet potatoes are higher, namely "like". This suggests that consumers in Medan City have a higher preference for sweet potatoes compared to cassava.

Factors that Influence Consumer Preferences

Cassava

Experience: Positive experience in consuming cassava is a key factor in increasing preferences. The more often someone consumes cassava and likes the taste, the higher the chance they will continue to choose.
Price: Affordable prices are important considerations for consumers. Cassava is cheaper compared to other sources of carbohydrates, making it an attractive choice.
Consumer Satisfaction: Consumer satisfaction with taste, texture, and health benefits of cassava has a major effect on preferences.

Sweet Potato

Experience: Just like cassava, positive experience in consuming sweet potatoes is the main factor that encourages preferences.
Consumer Satisfaction: Consumer satisfaction with taste, texture, and health benefits of sweet potatoes also have a significant effect on preferences.

Factors that Do Not Have a Significant Effect

Age: The age of the respondent did not show a significant effect on the preferences of consumption of cassava and sweet potatoes. This shows that preferences for tubers are not influenced by a certain age range.
Income: Respondent income also does not show a significant effect on preferences. That is, both consumers with high or low income have the same possibility to like or dislike cassava and sweet potatoes.
Trust: Trust in safety and quality of tubers does not show significant effects.
Interest: The level of consumer interest on health does not show a significant effect on preferences.

Conclusion

This study shows that consumer preferences for cassava and sweet potatoes in the city of Medan are influenced by experience and customer satisfaction factors. Factors such as age, income, price, trust, and interests do not have a significant influence. The results of this study can be beneficial for stakeholders in the field of food, especially in designing the development and marketing strategies of tubers in the city of Medan.

Suggestion

Quality Improvement: Maintaining the quality and taste of cassava and sweet potatoes to remain attractive and satisfying consumers is important.
Promotion and Education: Promotion and education about health benefits and excellence of tubers can be done to increase preferences and consumption.
Product Innovation: Product innovation, such as processed cassava and sweet potatoes that are more diverse and attractive, can increase consumer interest.

By improving product quality and innovation, as well as building consumer trust and education, it is hoped that the consumption of tubers in the city of Medan can increase and contribute to improving the welfare of the community.

Implications for Stakeholders

The results of this study can be beneficial for stakeholders in the field of food, especially in designing the development and marketing strategies of tubers in the city of Medan. By understanding the consumer preferences and factors that influence them, stakeholders can design effective strategies to increase the consumption of tubers in Medan City. This can include improving product quality and innovation, promoting and educating consumers about the health benefits and excellence of tubers, and building consumer trust and education.

Limitations of the Study

This study has several limitations. Firstly, the sample size is relatively small, which may not be representative of the entire population of Medan City. Secondly, the study only focuses on consumer preferences and factors that influence them, and does not consider other factors that may influence tuber consumption, such as cultural and social factors.

Future Research Directions

Future research can build on the findings of this study by exploring other factors that influence tuber consumption, such as cultural and social factors. Additionally, future research can investigate the impact of product innovation and promotion and education on consumer preferences and consumption of tubers.

Conclusion

In conclusion, this study provides valuable insights into the consumer preferences and factors that influence them in Medan City. The results of this study can be beneficial for stakeholders in the field of food, especially in designing the development and marketing strategies of tubers in the city of Medan. By improving product quality and innovation, as well as building consumer trust and education, it is hoped that the consumption of tubers in the city of Medan can increase and contribute to improving the welfare of the community.
Frequently Asked Questions (FAQs) about Consumer Preferences for Cassava and Sweet Potatoes in Medan City

Q: What is the main objective of this study?

A: The main objective of this study is to reveal the level of consumer preferences for cassava and sweet potatoes in Medan City, as well as the factors that influence them.

Q: What is the sample size of this study?

A: The sample size of this study is 100 respondents in the city of Medan.

Q: What is the methodology used in this study?

A: The methodology used in this study is the purposive sampling method, involving a questionnaire and analyzed descriptively and binary logistics regression.

Q: What are the factors that influence consumer preferences for cassava?

A: The factors that influence consumer preferences for cassava are experience, price, and consumer satisfaction.

Q: What are the factors that influence consumer preferences for sweet potatoes?

A: The factors that influence consumer preferences for sweet potatoes are experience and consumer satisfaction.

Q: Do age and income have a significant effect on consumer preferences for cassava and sweet potatoes?

A: No, age and income do not have a significant effect on consumer preferences for cassava and sweet potatoes.

Q: What is the level of consumer preference for cassava and sweet potatoes in Medan City?

A: The level of consumer preference for cassava is categorized as moderate, while the preferences for sweet potatoes are higher, namely "like".

Q: What are the implications of this study for stakeholders in the food industry?

A: The results of this study can be beneficial for stakeholders in the food industry, especially in designing the development and marketing strategies of tubers in the city of Medan.

Q: What are the limitations of this study?

A: The limitations of this study are the relatively small sample size and the focus on consumer preferences and factors that influence them, without considering other factors that may influence tuber consumption.

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

A: Future research can build on the findings of this study by exploring other factors that influence tuber consumption, such as cultural and social factors, and investigating the impact of product innovation and promotion and education on consumer preferences and consumption of tubers.

Q: What are the potential benefits of increasing the consumption of tubers in Medan City?

A: The potential benefits of increasing the consumption of tubers in Medan City include improving the welfare of the community, increasing the availability of local food sources, and promoting sustainable agriculture practices.

Q: How can stakeholders in the food industry apply the findings of this study to their business practices?

A: Stakeholders in the food industry can apply the findings of this study by improving product quality and innovation, promoting and educating consumers about the health benefits and excellence of tubers, and building consumer trust and education.

Q: What are the potential challenges of increasing the consumption of tubers in Medan City?

A: The potential challenges of increasing the consumption of tubers in Medan City include addressing consumer preferences and factors that influence them, improving product quality and innovation, and promoting and educating consumers about the health benefits and excellence of tubers.

Q: How can consumers in Medan City contribute to increasing the consumption of tubers?

A: Consumers in Medan City can contribute to increasing the consumption of tubers by trying new tuber-based products, promoting and educating others about the health benefits and excellence of tubers, and supporting local farmers and food producers who grow and sell tubers.