Published date: Mar 01 2018

Journal Title: KnE Life Sciences

Issue title: The 3rd International Conference on Agro-Industry 2016 “Competitive & Sustainable Agro-Industry" (3rd ICoA 2016)

Pages: 128-135

DOI: 10.18502/kls.v4i2.1664

Shafira WuryandaniDepartment of Agro-Industrial Technology, Faculty of Agricultural Technology, Gadjah Mada University, Jl. Flora No.1 Bulaksumur 55281

Dyah Ismoyowatidyah_ismoyowati@ugm.ac.idDepartment of Agro-Industrial Technology, Faculty of Agricultural Technology, Gadjah Mada University, Jl. Flora No.1 Bulaksumur 55281

Arita Dewi NugrahiniDepartment of Agro-Industrial Technology, Faculty of Agricultural Technology, Gadjah Mada University, Jl. Flora No.1 Bulaksumur 55281

The trend of people changing to healthier lifestyle has contribution to increase consumption of healthy food including pigmented rice. Demand for pigmented rice in the special province of Yogyakarta has risen but farmers are still having difficulties in marketing their produce. This research aimed (1) to identify segments of targeted consumers for pigmented rice sales, and (2) to develop marketing strategy for pigmented rice as a functional food. The research was conducted in districts of Yogyakarta, Sleman, and Bantul. Consumers were grouped based on their psychographic aspects i.e. motivation, health awareness, and lifestyle. It seemed that farmers needed to do rebranding upon their products and focusing on consumers with high awareness toward their health.

Keywords: Functional Food; Marketing Strategy; Pigmented Rice; STP Analysis

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