Abstract

Edward Kokose and Cornelius Addos

One of the main issues of agricultural development in Indonesia was marketing of agricultural products.
It was not only due to the weakness of agricultural marketing policy, but also lack of research,
particularly research related to the costumer’s attitude of marketing mix. Understanding of costumer’s
attitude of marketing mix was really important. Many literatures indicated that one of the advantages of
this was to design the marketing mix strategy. The main purposes of this study were, first, to evaluate
the customer’s attitude toward marketing mix among distinct market segments of livestock input
industry, and second, to examine the influence of demographic variables on customer attitude toward
marketing mix. The methodology used in this study was survey method through distribute of
questionnaire to respondents. Respondent of this study was poultry livestock farmer who have used
company feed product and kept livestock in Java Island, Indonesia. The findings of this study revealed
that, first, the three market segments were perceived differently and second, there was no significance
difference among various demographic variables. This finding showed the importance of market
segmentation to determine the appropriate strategy. Eventually, this research provided guidance for
agribusiness managers to investigate deeply the customers understanding, preferences and
perception.