Social demographic factors influencing consumer's preferences on rice attributes in Indonesia: a multinomial logistic approach


  • Julkhaidar Romadhon Universitas Sriwijaya, Jalan Palembang-Prabumulih KM 32, Faculty of Agriculture, Indralaya, Indonesia, Tel.: +6285273829645
  • Muhammad Yazid Universitas Sriwijaya, Faculty of Agriculture, Department of Agribusiness, Jalan Palembang-Prabumulih KM 32, Indralaya, Indonesia, Tel.: +628153800550
  • Andy Mulyana Universitas Sriwijaya, Faculty of Agriculture, Department of Agribusiness, Jalan Palembang-Prabumulih KM 32, Indralaya, Indonesia, Tel.: +628127118488
  • Yunita Universitas Sriwijaya, Faculty of Agriculture, Department of Agribusiness, Jalan Palembang-Prabumulih KM 32, Indralaya, Indonesia, Tel.: +6281338727665



social-demographic, rice attributes, multinomial logistic regression, preferences


This study assessed factors influencing consumer's preferences on rice attributes in Indonesia using data collected from a sample of 329 consumers in South Sumatra Province in Indonesia. This study used two variables such as independent variables and dependent variables. Independent variables as a predictor of attributes of consumer preferences include social-demographic variables. On another side, dependent variables include attributes of rice-based on the preferences of the consumer. Social demographic factors such as gender, age, number of families, occupation, education, and income are mentioned to influence consumer's preference for rice. Rice attributes such as small broken, chalky grains, higher broken, varieties, family reference, friend reference, suppliers, advertisement, foreign object, residue, packaging, brand, volume expansion, head rice, flavor, aroma soft texture, durability, and whiteness. This study employed the multinomial logistic regression analysis to examine the effects of these variables on rice preference. This study revealed that among household characteristics that influence consumers' preference for rice attributes were household income and the type of occupation of the household head.


Download data is not yet available.


Agresti, A. 2011. Examples of Using R for Modeling Ordinal Data. Supplement for the Book Analysis of Ordinal Categorical Data, 2nd edition, 31 p. Available at:

Anang, B. T., Adjei Adjetey, S. N., Abiriwe, S. A. 2011. Consumer Preferences for Rice Quality Characteristics and the Effects on Price in the Tamale Metropolis, Northern Region, Ghana. International Journal of AgriScience, vol. 1, no. 2, p. 67-74.

Banović, M., Grunert, K. G., Barreira, M. M., Fontes, M. A. 2010. Consumers’ Quality Perception of National Branded, National Store Branded, and Imported Store Branded Beef. Meat Science, vol. 84, no. 1, p. 54-65.

BPS. 2019. Kumpulan Berita Resmi Statistik Provinsi Sumatera Selaltan 2019 (Kumpulan Berita Resmi Statistik Provinsi Sumatera Selaltan 2019). Badan Pusat Statistik Provinsi Sumatera Selatan. (In Indonesian)

Brečić, R., Mesić, Ž., Cerjak, M. 2017. Importance of Intrinsic and Extrinsic Quality Food Characteristics by Different Consumer Segments. British Food Journal, vol. 119, no. 4, p. 845-862.

Central Bureau of Statistics. 2017. Study of Basic Material Consumption 2017. Badan Pusat Statistik, vol. 369.

Central Bureau of Statistics. 2019. South Sumatra Province Official News Collection 2019. Badan Pusat Statistik Provinsi Sumatera Selatan.

Creusen, M. E. H., Schoormans, J. P. L. 2005. The Different Roles of Product Appearance in Consumer Choice. Journal of Product Innovation Management, vol. 22, no. 1, p. 63-81.

Cuevas, R. P., Pede, V. O., McKinley, J., Velarde, O., Demont, M. 2016. Rice Grain Quality and Consumer Preferences: A Case Study of Two Rural Towns in the Philippines. PLoS ONE, vol. 11, no. 3, 17 p.

Damardjati, D. S., Tabor, S. R., Oka, I. N., David, C. C. 1988. Emerging Problems Arising From The Indonesian Success in Rice Production. Indonesian Agricultural Research And Development Journal.

Engel, J. F., Blackwell, R D., Miniard, P. W. 1995. Consumer Behavior. 8th edition, New York, US : The Dryden Press. 41 p. ISBN 9780030153372.

Garvin, D. A. 1984. What Does ‘Product Quality’ Really Mean. MIT Sloan Management Review, vol. 26, no. 1, p. 25-43.

Grunert, K. G. 2005. Food Quality and Safety: Consumer Perception and Demand. European Review of Agricultural Economics, vol. 32, no. 3, p. 369-391.

Guo, Y., Li, Z., Wu, Y., Xu, C. 2018. Evaluating Factors Affecting Electric Bike Users’ Registration of License Plate in China Using Bayesian Approach. Transportation Research Part F: Traffic Psychology and Behaviour, vol. 59, Part A, p. 212-221.

Hiroki, S., Garnevska, E., McLaren, S. 2016. Consumer Perceptions About Local Food in New Zealand, and the Role of Life Cycle-Based Environmental Sustainability. Journal of Agricultural and Environmental Ethics, vol. 29, no. 3, p. 479-505.

Hosmer, D. W., Lemeshow, S. 2000. Applied Logistic Regression. 2nd edition, Hoboken, US : John Wiley & Sons. ISBN 9780471722144.

Iop, S. C. F., Teixeira, E., Deliza, R. 2006. Consumer Research: Extrinsic Variables in Food Studies. British Food Journal, vol. 108, no. 11, p. 894-903.

Kotler, P., Amstrong, G. 2008. Fundamentos de Marketing (Fundamentals of Marketing). 8th edition, Mexico City, Mexico : Pearson Educación. 648 p. (In Spanish) ISBN 978-607-32-1722-4.

Lancaster, K. J. 1966. A New Approach to Consumer Theory. Journal of Political Economy, vol. 74, no. 2, p. 132-157.

Powell, L. M., Han, E., Chaloupka, F. J. 2010. Economic Contextual Factors, Food Consumption, and Obesity among U.S. Adolescents. The Journal of Nutrition, vol. 140, no. 6, p. 1175-1180.

Sawit, M. H. 2019. Industri padi dan pembangunan perdesaan (Rice Industry and Rural Development). Jurnal Pangan, vol. 28, no. 2. 13 p. (In Indonesian)

Stávková, J., Stejskal, L., Toufarová, Z. 2008. Factors Influencing Consumer Behaviour. Agricultural Economics, vol. 54, no. 6, p. 276-284.

Sugiyono. 2015. Research Methods and Development of Qualitative, Quantitative, and R & D Approaches. Bandung, Indonesia : Alfabeta, 407 p.

Supriana, T., Pane, T. C. 2018. The Influences of Consumer Characteristics on the Amount of Rice Consumption. In IOP Conference Series: Earth and Environmental Science, vol. 122, 8 p.

Suwannaporn, P., Linnemann, A. 2008. Consumer Preferences and Buying Criteria in Rice: A Study to Identify Market Strategy for Thailand Jasmine Rice Export. Journal of Food Products Marketing, vol. 14, no. 4, p. 33-53.

Suwannaporn, P., Linnemann, A., Chaveesuk, R. 2008. Consumer Preference Mapping for Rice Product Concepts. British Food Journal, vol. 110, no. 6, p. 595-606.

Timmer, P. 2004. Food Security in Indonesia: Current Challenges and the Long-Run Outlook. Center for Global Development Working Paper No. 48, 22 p.

Tomlins, K., Manful, J., Gayin, J., Kudjawu, B., Tamakloe, I. 2007. Study of Sensory Evaluation, Consumer Acceptability, Affordability and Market Price of Rice. Journal of the Science of Food and Agriculture, vol. 87, no. 8, p. 1564-1575.

Unnevehr, L. J., Duff, B., Juliano, B. O. 1992. Consumer Demand for Rice Grain Quality: Introduction and Major Findings. Manila, Philippines : IRRI, 15 p. Available at:

Wahyudi, A., Kuwornu, J. K. M., Gunawan, E., Datta, A., Nguyen, L. T. 2019. Factors Influencing the Frequency of Consumers’ Purchases of Locally-Produced Rice in Indonesia: A Poisson Regression Analysis. Agriculture, vol. 9, no. 6, 17 p.

Walisinghe, B. R., Gunaratne, L. H. P. 2012. Consumer Preferences for Quality Attributes of Rice: A Conjoint Analysis. Sri Lankan Journal of Agricultural Economics, vol. 10, p. 19-30.

Widarjono, A. 2018. Analysis of Rice Imports in Indonesia: AIDS Approach. Journal of Economics, Business & Accountancy Ventura, vol. 21, no. 2, p. 259-268.

Widayanti, S., Amir, I. T., Indah, P. N., Septya, F. 2020. Consumer Preference of Packaged Rice and Bulk Rice in Surabaya. HOLISTICA – Journal of Business and Public Administration, vol. 11, no. 1, p. 155-169.

Zeithaml, V. A. 1988. Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, vol. 52, no. 3, p. 2-22.



How to Cite

Romadhon, J., Yazid, M., Mulyana, A., & Yunita. (2021). Social demographic factors influencing consumer’s preferences on rice attributes in Indonesia: a multinomial logistic approach. Potravinarstvo Slovak Journal of Food Sciences, 15, 235–244.