Alby_ Research Proposal Presentation_20 August 2016

Research Proposal Presentation

ALFHANDI BIRU (ALBY)5871104126

20 August, 2016 Alfhandi Biru 5871104126

Analysis of Consumer Behaviour of Organic Food in Jakarta,Indonesia


Submitted toInternational MBA Program

Panyapiwat Institute of Management (PIM) Nonthaburi

• Background• Statement of problem• Objectives• Research hypotheses• Research benefits• Scope and location of research• Research Method

– Approach – Sampling strategy– Timeframe

• Research Framework


Topic Description

The increase of public health awareness in the recent decades is expected to have a positive impact on the high demand for organic food products.

It is because the rise and attack of many diseases among the society. The emerging of diseases is rising up as the impact of unhealthy food

consumption in the society. Now, most of people are starting to switch to a healthy lifestyle because

they do not want to get suffering of any diseases. To keep healthy, people used to consume fruit and vegetables and even

rice that contained chemical substances which are very harmful to health as well as it can create environmental pollution.

The chemical substances are coming from the use of synthetic pesticides and chemical fertilizers during the production process.

Background


The Growth of Organic Agriculture Land Worldwide 1999-2012

Source: FiBL-IFOAM-SOEL -Surveys 1999-2014Figure 2.1 Growth of the organic agricultural land worldwide 1999-2012


Growth of the Organic Agricultural Land by Continent 1999-2012

Source: FiBL-IFOAM-SOEL -Surveys 1999-2014Figure 2.2 Growth of the organic agricultural land worldwide 1999-2012


Organic Market in The World (Billion)

67% (275.04)

21% (8.45)

12% (4.8)

Data Biocert 2016: Organic Market in the World (Billion)

USAGermanyFrance

Source: Data Biocert 2016Figure 2.3 Growth of the organic agricultural land worldwide 1999-2012


The Development of Organic Farming in Indonesia

2006 2007 2008 2009 2010 2011 20120

50,000

100,000

150,000

200,000

250,000

300,000

40,970

208,535

214,985

238,872

225,063

Ha

Org

anic

Land

Are

a (H

a)

Source: Statistik Pertanian Organik Indonesia (SPOI)Figure 2.3 The development of organic farming in Indonesia 2007-2011

Alfhandi Biru 5871104126

20 August, 2016

Organic Market


How can health consciousness affect the consumers’ behavior to buy organic food products.

How can food safety attributes (nutritional and eco-labeling attributes) affect the consumers’ behavior towards buying organic food.

How can the government policies influence the price of organic food products

The Problem


To find the suitable strategy in promoting organic food products in Indonesia to enhance Indonesian consumer awareness towards organic food products.

Objectives

Alfhandi Biru 5871104126

20 August, 2016

H1: Do health consciousness affect the consumers’ behavior to buy organic food products?

H2: Do food safety attributes (nutritional and eco-labeling attributes) affect the consumers’ behavior towards buying organic food?

H3: Do government policies influence the price of organic food products?

Research Hypotheses


The purpose of this research is:To analyze the effect of health consciousness

towards the consumers’ behavior to buy organic food products.

To analyze the food safety attributes (nutritional and eco-labeling attributes) effect of the consumers’ behavior towards buying on organic food products.

To analyze the government policies toward the organic food products’ price.

Research Purposes


Community: Provide information about organic food and to increase the public awareness about benefits of consuming organic food products.

Farmers: open more opportunities to get a place in the market and to increase income of the organic farmers.

Government: achieving the government’s goal “Go Organic 2010” to make Indonesia as one of the main organic food producers in the world and also to promote environmentally friendly agriculture sector for Indonesian farmers.

Research Benefits


The consumers Agriculturists Government The merchant

Research Scopes


Jakarta: supermarket, hypermarket, or the Swalayan stores.

Indonesian agriculture department office.House of consumers.

Research Location

Questionnaires and interviewing techniques.-The author will use closed method, direct system & Likert scale from “completely disagree” to “completely agree” to provide agreement options on paper for consumers to choose.-In-depth interviews at beginning and end with Indonesian government, agriculturists, & merchants. Longitudinal – projects must be around 6 months in length

Research Methods - approach


Through government interview, I will attempt to know the government policy regard to the price of organic food in the market.

Through the agriculturists and the merchants, I will attempt to identify factors that influence of organic food products’ availability in the market.

The study sample will consist of 100 individuals who buy organic food in form of rice and vegetables.

Research Methods – sampling strategy


• Research Project

• Develop Research Proposal and obtain approval

• Develop and test questions• Develop and test tool• Obtain participants

• Administer instrument(s)

• Ongoing data collection and

analysis

• Final collection of data

• Research Report

Research Methods – Timeframe

Day 1 Day 180


Research Framework


THANK YOU!


Documents

Alby_ Research Proposal Presentation_20 August 2016