International Conference on Entrepreneurship and Business Management (ICEBM 2013)

Sanur, Bali November 21-22, 2013

ISBN: 978-602-18994-0-3

LOCAL FRUITS COMPETITIVE ADVANTAGE THROUGH CONSUMER

ATTITUDE ON PRODUCT QUALITY
Hesty Nurul Utami), Agriani Hermita Sadeli 2)
1)

2)

Agribusiness Department, Faculty of Agriculture, Universitas Padjadjaran

Jalan Raya Bandung Sumedang KM.21, Jatinangor 45363 Indonesia
Agribusiness Department, Faculty of Agriculture, Universitas Padjadjaran
Jalan Raya Bandung Sumedang KM.21, Jatinangor 45363 Indonesia

e-mail: hestyutami@gmail.com, agriani.hermita@gmail.com

Abstract
There are tendency for imported fruits to Indonesia market will increasing. It will impact on intensify of
import value of fruits commodity in order to fulfill the unavailability of local fruit at the market. Costumer
will through a sequence of process before they finally consume a product including determine an attitude
towards the product. This research analyzes local fruits competitive advantage compared to imported fruits
through consumer point of view towards product quality in Jakarta area. Fruit qualities are based on
product attributes, which are flavor, size, color, freshness, aroma, texture, vitamins, deviations durability,
appearance (cleanliness), and price per kilogram. It was analyzed using semantic differential attitude models
and multi attribute attitude fishbein model. The superiority of local fruits compared to import fruits is price
and vitamin content. The evaluation ranking of consumers interests towards fruit attribute characteristics
showed that consumer intention before deciding to buy or consume a fruit will consider fruit freshness,
vitamin content, good taste, cleanliness of fruit appearance, price, durability, fragrant aroma, smooth
texture, attractive color, and desired size. Consumer attitude towards all fruit attributes quality showed that
imported fruit is considered to be more positive than local fruit. Fruits producer (farmers or farmer group)
should be able to maintain their fruit production especially concerning freshness and durability through a
better harvest and post-harvest handling which appropriate with each fruit characteristics. Fruits storage
and packaging should also be adapted with each fruits characteristic to improve the fruit quality to fit with
customer needs and wants.
Keywords: consumer attitude, product quality, attribute, local fruits, competitiveness

Introduction
Fruit is one of food resources to fulfill consumer daily needs. Fruits demand in big cities is predicted
to keep going higher day to day due to the urbanization impact and along with the economic and population
growth per year. There is a global phenomenon that appears nowadays among global community that people
are now become more separated from their food origins (Sangkumchalianga and Huang, 2012). Consumer
requirements for food product are become more selective and willing to consume a better quality of food
which not always be able to fulfill by local food. This condition has now also happen in Indonesia, especially
in big cities which already begin to blend with modern lifestyle. It shows by many household who fulfill their
needs of food in modern market which provide import product much more than in traditional market.
According to Statistics Indonesia in the last four years of 2008-2011, there are tendency the
increasing of import fruit to Indonesia market, such as orange, pear, grape, and apple. It is proved that import
fruit give a significant contribution to the horticulture import value in those periods of years. In addition, the
increasing of consumer demand on fresh food especially for fruit is also increase the import value of fruit in
order to fulfill the unavailability of local fruit at the market which often happen when off season comes.
Most horticulture business are often offer a generic commodity and or service. Meanwhile,
differentiation is an important thing nowadays to start fight in the competition based on product and service
knowledge own by the producers. In the other hand, what is offer or sell in the market goes beyond what a
product or service line analysis. That is why giving a reason for the costumer to buy our product is one of an

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International Conference on Entrepreneurship and Business Management (ICEBM 2013)

Sanur, Bali November 21-22, 2013
ISBN: 978-602-18994-0-3
important thing in marketing. Customer will finally choose to buy our product because they have a positive
attitude towards our product which is fit costumer needs and wants (White & Uva, 2000).
Consumer behavior is a dynamic process because of continuous changes in ideas, perceptions and
activities of the consumers. (Sangkumchalianga and Huang, 2012). This means that consumer behavior is a
description of consumer to consume some product of themselves and not buying it for any trading purposes.
Meanwhile according to Less et al (1995), consumer behavior is individual activities to search, evaluate, buy,
consume, and finally terminate the consumption of a product. It is a sequence of how consumer behaves to
fulfill their personal needs of a product.
Attitude is a respond of stimulation which is accepted by consumer and then being perceived,
learned, and followed by knowledge for then will appear consumer motivation to buy or consume a product
and then turn into believe to a product. According to Posri et.al, (2006), one of the affecting demand factor
for safe vegetables is taste attributes concerning with consumer psychological pre-conception in place which
is happen to todays consumers shopping behavior in the real world. Through consumer attitude it can be
know of how consumer believes a product before they finally decide whether to buy or not buy a product.
Consumer attitude on a product can be measure by measuring their attitude toward product attribute. This
often be assess by consumer as determination reflection and relevance of a product with themselves.
Product attribute is a media for the consumer to assess product durability in exchange. It is in charge
to communicate and deliver the core benefit of the product for the consumer. Each product usually contain
different product attribute, although it is a same kind. It is often appear some particular market for a specific
segment which is refer to a prominent for a different consumer group (Kotler, 2006). Consumer point of view
on some product attribute will create consumer assessment gap which can be use as one of product
competitiveness. Quality as perceived by consumers must be translate to producers. Producers can provide
and built physical product characteristics as customer wishes (Grunert, 2005).
Agribusiness product attribute could be seen through agribusiness product quality as proposed by
Poerwanto et.al (2002) in Sudiyarto (2009) are visual quality or sightings, mouth feel, nutrient (functional
quality), food safety, easiest of common use and other product quality characteristic. According to Dixon et
al (2004), the most important product attribute for consumer to buy fruits are freshness, firmness, size, color,
and aroma. According to Bruns et al (2002) there are four important elements to determine food
characteristics which are taste and appearance, health, convenience, and process.
Futhermore Product quality dimension provide based on performance, durability, features,
reliability, consistency, and design (Durainto, 2004). This research will conduct those attribute to the
product quality dimension, as follow :
1. Performance is the basic dimension and corresponds with main function of a product. Performance
indicator for every product is different depends on functional value confirm by the product. Taste and
vitamin indicator are represent in this research.
2. Reliability is show of how product probability could be failed to perform its function. Price attribute and
texture indicator are execute in this research.
3. Features are a secondary aspect which becomes an innovation target for producers to satisfy the costumer.
Freshness and color attribute are represent for this research.
4. Durability is a measurement toward product cycle, whether technical or time. Durability attribute
represent in this research.
5. Consistency is about how further a product can equal to particular standard or certain specification. Size
and flavor attribute are execute for this research.
6. Design is a unique dimension and offer various emotional aspect to influence costumer satisfaction.
Appearance attribute represent on this research.
Each dimension of product quality will influence costumer with different value of contribution. It is
depends on the type of industry and type of product. It is explain by Institute of Management Accountant
(1996), to be survive in an industry, every product need to fulfill two condition, it need to be able to fulfill
consumer needs and it has to be able to survive in the competition.
Jakarta is the capital city of Indonesia with 9,223.000 numbers of people (Statistics Indonesia,
2010). Jakarta consumer nowadays who lives in metropolitan city and center of Indonesia trade is giving an
implication towards the flooding of various product choice in the market whether local or import. This
phenomenon also implicate to fruits product in the market, and give a consequences for local fruit to compete
intensively tight in the market with import fruit. However, market condition is keep globalized day to day,
but it is not mean that it is always along with the globalized that happen to the consumer in the same time
(Jianlin, et.al, 2010). According to several theories which is still debatable (Cleveland, 2009), as an example
is on consumer behavior which is simultaneously influence not only by local culture but also the culture that
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International Conference on Entrepreneurship and Business Management (ICEBM 2013)

Sanur, Bali November 21-22, 2013
ISBN: 978-602-18994-0-3
growth in the society in global at the time (Jianlin, et.al, 2010). It shows that the more of import fruit sell in
the market, it will influence consumer behavior to choose fruit product that is offer and available in the
market. The is a tendency that the rampant of import fruit then consumer will shift their attitude and start to
like and common with import fruit even maybe addicted to it.
Based on those phenomena, this research tried to explore local fruit competitive advantage compare
to import fruit through consumer point of view towards product quality in Jakarta area. This research
objective is to explore the characteristics of local and import fruit product quality in the market nowadays,
then to formulate an appropriate strategy and development policy for local fruit to reach superior competitive
advantage compare to import fruit. Local fruit should still be the queen of the market in its own origin and
not being replace with import fruit in order to fulfill market needs and wants.
Methods
The research was conducted in DKI Jakarta trough descriptive survey using judgmental sampling.
Purposive respondent sampling technique based on criteria that have been determined in advance.
Determination of sample number using sample size tables according to Yamane in Soegoto (2008) that have
been found by previous research based on precision and confidence level. The minimum sample size for over
100,000 population with precision level +10% and confidence level 95% is 100. The sample size in this
study is 105.
The competitiveness of local fruit in DKI Jakarta will be determine by analyzing the attitude of
respondents through each indicator on fruit product quality. The fruit quality base on product attributes,
including flavor, size, color, freshness, aroma, texture, vitamins, deviations durability, appearance
(cleanliness), and price per kilogram. It analyzed using semantic differential attitude models and
multiatribbute attitude fishbein model
Respondents assessment approach used semantic differential scale consisting of five levels
response options with a score of 1 to 5. Descriptive analysis performed using a differential semantic chart.
Meanwhile, in order to assess the local and imported fruit performance can be analyzed with multiatribute
attitude fishbein model.
Results and Discussions
a.

Characteristics of Respondents

Most of the respondents were female. Women are member of the family who make a decision of
household purchases, especially food (Kotler, 2002). Therefore mostly women who do shop on fruits,
especially women in the age range of 20 to 29 years old (young adult) which is women in productive age to
work and married. They need high nutrition food either for themselves or for family members, especially for
children on early age who are still need nutrition of vitamin which is found in fruits.
Table 1. Respondent Charateristic
Sex

Occupation

Male

28

27

Employee

44

41

Female

77

73

Entrepreneur

11

10

Life Stage (Age)

Adolescent (10-19)

Government
Employee

17

16

Young Adult (20-29)

41

39

Housewife

18

17

Adult (30-39)

19

18

Student

Middle age (40-60)

44

42

TNI

Education

Unemployment

SD

Others

SLTP

Income

SMU

26

25

No information

13

12

Diploma

10

10

<1 million

S1

63

60

1 - 2 million

30

29
232 | ICEBM 2013

International Conference on Entrepreneurship and Business Management (ICEBM 2013)

Sanur, Bali November 21-22, 2013
ISBN: 978-602-18994-0-3
S2

2 - 5 million

43

41

S3

> 5 million

16

15

Level of Income and education of fruit consumer will affect behavior in purchasing patterns (Bertrail
and Caillavet, 2008). Most respondents are someone who has a job. Work undertaken by the majority of
respondents is employees, businessmen and civil servants. It shows that many female respondents who have
a job to improve the family's financial circumstances. Income of the respondent mostly in high-income
income groups with two to five million per month. The higher the income a family would increase
purchasing power for food needs including fruits. Income of the respondent mostly in high income groups
with income two to five million per month. The higher familys income would increase purchasing power for
food needs including fruits. Most of the respondents have a high education from diploma, S1, S2 and S3. The
higher education would affect the nutritional awareness, including awareness of the importance of eating
fruits for vitamin fulfillment.
b.

Consumer Belief on Local Fruit and Import Fruit Quality

Consumers belief of attributes products used as indicators of fruit quality. The advantages from
local fruit is the price per kg and vitamin content compared to imported fruit. Consumer belief that local
fruit prices per kg is cheaper than imported fruit. Vitamin on local fruit is considered better than imported
fruit in costumer's belief. Local fruit had rich vitamin because it does not go through a prolonged storage or
preservation that degrade the nutritional value like happened to imported fruit. The consumer believe of
local fruit has rich vitamin which vitamin will effect their health. Health is a quality elements that very
important to many consumers (Grunert, 2002).
In the other side, local fruit has disadvantages in taste, size, colors, freshness, flavor, texture,
durability, appearance compared with imported fruit. Consumers belief local fruit has a worse taste, not
ideal size (too big or too small), less attractive color, fresh less, flavorless, robustness texture, lower
durability and gross appearance than the imported fruit. This is because the imported fruit producers can
maintain fruit quality using the treatment and post-harvest technologies that adapt to the characteristics of
the fruit. Post-harvest treatments are cleaning, sorting, grading to obtain fruit with uniform quality. Product
strategy is made of imported fruit producers by providing labeling and use packaging that can avoid fruit of
rubbing clash during distribution and packaging must also be adapted to the characteristics of the fruit. In
addition to maintaining the durability of imported fruit producers use a good cold chain management.
Table 2. Consumer Belief On Local and
Import Fruit Attribute
Quality
Dimension

Attribute
Product

Average
Local
Fruit
3.53

Average
Import
Fruit
3.86

Features

Freshness

Performance

Vitamin

3.84

3.64

Performance

Taste

3.68

3.7

Design

Appearance

3.01

4.2

Reliability

Price/kg

3.67

2.57

Durability

Durability

3.02

3.7

Consistency

Flavor

3.41

3.55

Reliability

Texture

3.02

4.02

Features

Color

3.25

3.75

Size

3.11

3.7

3.35

3.67

Design

Average

233 | ICEBM 2013

International Conference on Entrepreneurship and Business Management (ICEBM 2013)

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ISBN: 978-602-18994-0-3
Notes:

= import fruits
= local fruits

Figure 1. Semantic Differential diagram

c.

Consumer Evaluation on Importance of Fruit Quality

Evaluations measure how important an attribute of fruit for consumers. In this evaluation consumer
view the importance of attribute as general. In table 3 shows rank of the importance of the attribute from the
most important to the least important. Based on the evaluation ranking of the consumers interests towards
fruit attribute characteristics that consumer wants and needs before deciding to buy or consume the fruit is
fruit freshness, vitamin content, good taste, cleanliness of fruit appearance, price, durability, fragrant
aroma, smooth texture, attractive color, and ideal size.
Freshness is the most important factor when consumer decides to buy a fruit. In Kovacic et al (2002)
On the city market consumer buy fruit by looking for wide product range and good freshness and quality of
fruit. In Bertrail and Caillavet (2008) The fruit freshness is the higher income consumer motivation to buy
fresh fruit. In this study consumer who buy a fruit has quite high income with more than two million per
month. It can explain why price not become the most important factor. The second important evaluation
factor is fruits vitamin. Fruit consumer has knowledge that vitamin importance for healthiness. Consumer
food choices indicate health is consistently ranked among the top values (Prescott et al., 2002).
The third important evaluation factor is fruits taste. More tastiness the fruit will more attract
consumer to consume the fruit. Fruit taste depends on fruit kind and varieties. The fourth important
evaluation is appearance. Appearance of the fruit cleanliness is quite important for the consumer. Post
harvest handling to wash and clean the fruit become a major factor to increase the attractiveness of fruit
appearance. The fifth important evaluation is price per kg. The price per kg not becomes the most important
evaluation. Event the price is cheap but the fruit has less freshness, consumer wont buy the fruit.
The sixth important evaluation is durability. Fruit durability is the length of fruit can stay in fresh
condition to be eaten. Durability less important than freshness, this reflects that consumers are more
concerned with the freshness condition of the fruit when making a purchase. Allegedly consumers consume
fruit shortly after the consumer makes a purchase. Durability is not a very important factor because
consumers do not make long-term storage of fruit after purchase.
The less important consumer evaluation of fruit attributes are flavor, texture, color and size. These
four variable doesn't really get customer attention when decided to buy a fruits.
Table 3. Consumer Evaluation Ranking on Importance of Fruit Attribute
Attribute

Importance

Attribute

Importance

Freshness

4.42

Durability

3.96

Vitamin

4.42

Flavor

3.9

Taste

4.37

Texture

3.83

Appearance

4.21

Color

3.6

Price/kg

4.14

Size

3.33

Average

d.

4.02

Consumer Attitude on Local and Import Fruit

Consumer attitude (Ao) calculation for the local fruit is 136.01 while for imported fruit is 148.32.
Consumer attitude towards all fruit attribute shows that imported fruit is better than local fruit. Although
local fruit has the advantage on important product attributes on vitamins and price, but worse on freshness as
the most important attributes and the other attributes. It means the attitude of consumers towards imported
fruit is more positive than the local fruit, consumers likely will have a tendency to decide to buy imported
fruit than local fruit

234 | ICEBM 2013

International Conference on Entrepreneurship and Business Management (ICEBM 2013)

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ISBN: 978-602-18994-0-3
Table 4. Consumer Attitude (Ao) on Local an Import Fruit

Consumer Attitude (Ao)

Local Fruit
122.41

Import Fruit
147.36

e.

Marketing Implication and Conclusions

The fruit freshness is the most important fruit product attributes. Local fruit has a good freshness
performance but lower than imported fruit. Therefore producer should maintain fruit freshness and durability
through harvest and post-harvest handling which appropriate with fruit characteristics. Fruit longer endurance
can be beneficial to improve fruit shelf time with circumstances that remain fresh in the market. So that when
consumers make a purchase, consumers will get a local fruit with fresh conditions. Producer harvest handling
can be done through fruit picking at the right time and in the form of post-harvest handling through fast
duration of sorting and grading. In addition to maintaining the freshness of fruits and enhanced durability can
be done through the use of cold storage at the right temperature and good air circulation
Fruit appearance is one of the important factor for consumers in purchasing decisions fruit. In the
other side, local fruit has low performance of cleanliness appearance so it should be increased as it is
considered more dirty than imported fruit. Producer must maintain the appearance of cleanliness fruit skin
when placed on the market display. This can be done if the post-harvest handling through the appropriate
cleaning process. In addition, placement and packaging of fruit should adapted to the fruit characteristics.
Fruit skin damage will reduce consumers' assessment at the time of going to buy fruit, so this should be
avoided.
Local fruit has a flavor that is similar only slightly lower than the imported fruit. Therefore
producers should pay attention to fruit type or variety to suit the taste and desires of consumers. Sorting and
good grading also needed in order to obtain quality fruit that has uniformity of the various aspects of fruit
quality attributes of fruit flavor, texture, color, freshness, appearance, taste and durability.
.
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Product. Jurnal Eksekutif 6(1): 233-244.

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Authors Bibliography
First author was born in Garut, February 11st, 1984, and graduated from Master degree in management,
majoring marketing management from Universitas Padjadjaran, Bandung, Indonesia, and gain bachelor
degree in Agriculture majoring Agro Socio Economics from Universitas Padjadjaran, Bandung, Indonesia.
Author is a lecturer at Agribusiness Department, Faculty of Agriculture, Universitas Padjadjaran with major
research on Agribusiness Marketing.
Second author was born in Bandung, January 23th, 1982. Author was graduated Master degree in applied
economics, majoring International Trade and Business, Universitas Padjadjaran, Bandung, Indonesia, with
bachelor degree in Agriculture majoring Agro Socio Economics, Universitas Padjadjaran, Bandung,
Indonesia. Author is also a lecturer at Agribusiness Department, Faculty of Agriculture, Universitas
Padjadjaran with major research on Agribusiness Marketing.

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