This study aimsto describethe characteristics ofconsumers who buy imported apples and analyze the attributes of consumer preferences in buying importedapples.The study was conductedatthe Hokky fruitshopand the Ampel traditional marketing Surabaya. Data analysis was done with descriptive and conjoint methods. The analysis showed that the attributes that a consumer preference in buying apple imports in order are the price, color, texture, size and packaging.
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Author Name: Jeani Noviana Rahayu, Elys Fauziyah, Aminah HM Ariyani
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Keywords: ConsumerPreference, Attributes, Conjoint
ISSN: 2301-9948
EISSN: 2407-6260
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