Characteristics of Bolu Rambutan Consumers

Oct 13, 2025 by wbrum.org 136 views

Introduction

The food industry is a highly competitive market where businesses must constantly adapt to changing consumer preferences and trends. In recent years, the demand for unique and delicious food products has increased, with consumers seeking out products that not only taste good but also meet their dietary needs and preferences. One such product is Bolu Rambutan, a type of sponge cake filled with rambutan fruit, which has gained popularity in Indonesia. This study aims to analyze the characteristics of consumer preferences for Bolu Rambutan, with a focus on the Royyan Bakery industry in Binjai City.

Methodology

This study employed a descriptive approach, using data collection methods such as questionnaires and interviews with Bolu Rambutan consumers in Royyan Bakery. The data was analyzed using correlation testing, specifically Spearman and Kendall's W. Rank, to examine the relationship between age, income, and education level with consumer decisions in buying Bolu Rambutan.

Characteristics of Bolu Rambutan Consumers

The analysis revealed that the main characteristics of Bolu Rambutan consumers in Royyan Bakery are women aged between 17 to 23 years, with an income between Rp. 500,000 to Rp. 2,000,000. The majority of them are high school level students. These findings suggest that young women with a moderate income are the primary target market for Bolu Rambutan in Royyan Bakery.

Relationship between Income and Number of Purchases

The analysis also showed that there is a significant relationship between income and the number of purchases of Bolu Rambutan. This means that consumers who have higher income tend to make more purchases of Bolu Rambutan. Conversely, no significant relationship was found between age and the level of education with the number of purchases of Bolu Rambutan.

Product Attribute Preferences

In terms of product attribute preferences, consumers prioritize taste compared to other attributes such as texture, type, aroma, size, and shape. The delicious taste seems to be the main factor that influences consumers' decisions to choose Bolu Rambutan in Royyan Bakery. This suggests that food industry players, including Royyan Bakery, should focus on improving the quality of their products to remain attractive to consumers.

Implications for the Food Industry

This study provides valuable insights on the characteristics and preferences of Bolu Rambutan consumers. This information can be used by Royyan Bakery and other business actors to formulate a more effective marketing strategy and increase customer satisfaction. Improving the quality of taste and considering the income factor in the sales strategy can be a strategic step to increase sales of Bolu Rambutan in the future.

Conclusion

In conclusion, consumer preference analysis of Bolu Rambutan shows that a deep understanding of consumer characteristics and factors that influence purchasing decisions is very important for the success of the food industry, especially in the context of Royyan Bakery in the City of Binjai. By understanding the preferences and characteristics of their target market, businesses can develop effective marketing strategies that meet the needs of their customers and increase sales.

Recommendations

Based on the findings of this study, the following recommendations are made:

Improve the quality of taste: Food industry players, including Royyan Bakery, should focus on improving the quality of their products to remain attractive to consumers.
Consider the income factor in sales strategy: Businesses should consider the income factor in their sales strategy to increase sales of Bolu Rambutan.
Develop effective marketing strategies: Businesses should develop effective marketing strategies that meet the needs of their target market and increase customer satisfaction.

Limitations of the Study

This study has several limitations, including:

Limited sample size: The sample size of this study is limited to Bolu Rambutan consumers in Royyan Bakery, which may not be representative of the larger population.
Limited data collection methods: This study employed only two data collection methods, questionnaires and interviews, which may not provide a comprehensive understanding of consumer preferences.
Limited analysis: This study only analyzed the relationship between age, income, and education level with consumer decisions in buying Bolu Rambutan, and did not examine other factors that may influence consumer preferences.

Future Research Directions

Future research should aim to:

Examine other factors that influence consumer preferences: Future research should examine other factors that influence consumer preferences, such as cultural and social factors.
Increase the sample size: Future research should aim to increase the sample size to make the findings more generalizable to the larger population.
Use multiple data collection methods: Future research should use multiple data collection methods to provide a more comprehensive understanding of consumer preferences.

Conclusion

In conclusion, this study provides valuable insights on the characteristics and preferences of Bolu Rambutan consumers. The findings of this study suggest that food industry players, including Royyan Bakery, should focus on improving the quality of their products and considering the income factor in their sales strategy to increase sales of Bolu Rambutan. Future research should aim to examine other factors that influence consumer preferences and increase the sample size to make the findings more generalizable to the larger population.

Q: What is Bolu Rambutan?

A: Bolu Rambutan is a type of sponge cake filled with rambutan fruit, which is a popular dessert in Indonesia.

Q: Who are the main characteristics of Bolu Rambutan consumers?

A: The main characteristics of Bolu Rambutan consumers are women aged between 17 to 23 years, with an income between Rp. 500,000 to Rp. 2,000,000, and high school level students.

Q: What is the relationship between income and the number of purchases of Bolu Rambutan?

A: There is a significant relationship between income and the number of purchases of Bolu Rambutan, meaning that consumers who have higher income tend to make more purchases.

Q: What is the most important attribute of Bolu Rambutan for consumers?

A: The most important attribute of Bolu Rambutan for consumers is taste, followed by texture, type, aroma, size, and shape.

Q: What can food industry players do to increase sales of Bolu Rambutan?

A: Food industry players, including Royyan Bakery, can improve the quality of their products and consider the income factor in their sales strategy to increase sales of Bolu Rambutan.

Q: What are the limitations of this study?

A: The limitations of this study include a limited sample size, limited data collection methods, and limited analysis.

Q: What are the future research directions for this study?

A: Future research should aim to examine other factors that influence consumer preferences, increase the sample size, and use multiple data collection methods.

Q: What are the implications of this study for the food industry?

A: This study provides valuable insights on the characteristics and preferences of Bolu Rambutan consumers, which can be used by food industry players to formulate a more effective marketing strategy and increase customer satisfaction.

Q: What can businesses do to increase customer satisfaction?

A: Businesses can increase customer satisfaction by improving the quality of their products, considering the income factor in their sales strategy, and developing effective marketing strategies that meet the needs of their target market.

Q: What is the importance of understanding consumer characteristics and preferences?

A: Understanding consumer characteristics and preferences is very important for the success of the food industry, as it allows businesses to develop effective marketing strategies that meet the needs of their customers and increase sales.

Q: What are the benefits of conducting consumer preference analysis?

A: The benefits of conducting consumer preference analysis include gaining a deeper understanding of consumer characteristics and preferences, developing effective marketing strategies, and increasing customer satisfaction.

Q: What are the challenges of conducting consumer preference analysis?

A: The challenges of conducting consumer preference analysis include limited sample size, limited data collection methods, and limited analysis.

Q: What are the future trends in consumer preference analysis?

A: Future trends in consumer preference analysis include the use of big data and analytics, the development of more effective marketing strategies, and the increasing importance of understanding consumer characteristics and preferences.

Q: What are the implications of this study for Royyan Bakery?

A: This study provides valuable insights on the characteristics and preferences of Bolu Rambutan consumers, which can be used by Royyan Bakery to formulate a more effective marketing strategy and increase customer satisfaction.

Q: What can Royyan Bakery do to increase sales of Bolu Rambutan?

A: Royyan Bakery can improve the quality of their products, consider the income factor in their sales strategy, and develop effective marketing strategies that meet the needs of their target market to increase sales of Bolu Rambutan.