Understanding consumer preferences for new market entry: a study of strawberry consumption in Jakarta

Abstract

The production and trade of strawberries in Australia has increased rapidly in recent years. Australian strawberry exports have also increased significantly since 2010. This growth in production and exports has led the major berry industry organisation in Australia to focus on understanding key trade opportunities for Australian strawberries in regional countries. In response, this study investigates the viability of Indonesia's capital city, Jakarta, as an export market for Australian strawberries. The study examines data from 353 consumers to understand their preferences for strawberry attributes, including country of origin. The results suggest that the typical strawberry consumer in Jakarta is female, aged 26-45, married, employed, and purchases strawberries intermittently for family consumption as a dessert or snack. Results revealed the most important fruit attributes were fruit colour and visual presentation, together with the experience attributes of taste and sweetness. Participants liked the quality characteristics of Australian strawberries. The results revealed, however, that price was more important than quality to consumers. Based on these findings, the authors conclude that Australian producers can find success in the Jakarta market by supplying strawberries that are bright red in colour, sweet, and are positioned at a competitive price point.