PENYUSUNAN STRATEGI PEMASARAN BERDASARKAN PERILAKU KONSUMEN DALAM PEMBELIAN SAYURAN SEGAR (STUDI KASUS : PROYEK PENELITIAN ECO URBAN FARMING INSTITUT TEKNOLOGI SEPULUH NOPEMBER SURABAYA)

Urban Farm DB summary

This study, using Voice of Customer and Quality Function Deployment methods, investigated consumer behavior in fresh vegetable purchases around the Sepuluh Nopember Institute of Technology (ITS) Campus in Surabaya, Indonesia, in relation to the ITS Eco Urban Farming Research Project. Findings indicated most consumers shop frequently at traditional markets, and organic vegetables are not a primary choice due to difficulty in finding them and high prices. The research identified 11 prioritized attributes for organic vegetable purchases and suggested several marketing concepts.