Consumer Productat Tributesand Characteristics That Influence Consumer Attitudesin Purchasing White Dragon Fruit (Hylocereus undatus)

Abstract

White dragon fruit (Hylocereus undatus) is an exotic fruit that increasingly more popular now. The selling price of the white dragon fruit at Supermarket or minimarket is between Rp.15.000,00-Rp. 18.000,00/kg. There is no special marketing strategy applied by the farmers, except by selling the fruits directly to buyers (direct selling) or offering it to Supermarkets and Minimarkets. This research was aimed to study the product’s attributes and consumer’s characteristics that influenced the consumer’s willingness to buy the fruit. The survey shows that the respondents are mostly at aproductive age (15-50 years old), with alevel of education of at university degree or equal, and the average of revenue per month ranged between Rp. 1,000,000,00-Rp. 5,000,000,00, with the number of family members in the category of small (1-4 person), which have been buying and eating the white dragon fruit for the last 12months. The respondents also purchased the bulk ofthe white dragon fruit by buying directly to the supermarket, with the average purchased of 3.12kg/month. The reason to consume white dragon fruit is due to its attributes (77%). The attributes of white dragon fruit that influenced the respondent’s purchasing decisionsare the price, taste, service, and as the preference fruits of family members. The motivation that dominates the purchasing decision of the dragon fruit is as the favorite fruit of family members.Plotting the fruits attributes and preferences into a Cartessian diagram shows that the first quadrant is filled with the size of the fruit, the shelf life and availability in the market.While the second quadrant is filled with the price, taste, service and favorite family members. On the other hands, the third quadrant is filled with the suggestion of friend and information from Supermarket, while the last of the fourth quadrant is filled with loyalty. Based on the analysis of Fishbein’s Multiatribute, the consumer attitudes of white dragon fruit fallin the category of rathergood.