CONSUMER PREFERENCES TOWARD INSTANT FOOD PRODUCTS IN YOGYAKARTA

Abstract

The change of life styles in the last decades has increased the percentage of
consumer population that consumed instant foods. On the other side, there are many
competing producers that sell these instant food products. Therefore, producer needs
to figure out the consumers' considerations before they choose the product. This
research is a very important for the marketing strategy. The objectives of this research
are to know the consumer preferences in consuming food products and to find out how
they are informed about the products. Research methods are based on survey data of
consumer that was taken by judgement sampling method in Yogyakarta within 2011.
The products researched are instant food and beverage products which are generally
consumed, always available in many marketplaces, and also knownly branded, such as
noodle and tea and coffee. The results of this research show that majority of the
consumers choose the product because of the taste. Information about the product they
get from intense advertising in television and most of them buy the product in
supermarket or minimarket. Some recommendation to the company is the marketing
strategy shall be done by making variance in taste of the product. Research about types
of taste that customer desired is very important to know customer preference. Beside,
promoting through television and supply the products to the minimarket/supermarket
is done continuously.