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

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