Abstract

Sutrisno Hadi Purnomo, Yi-Hsuan Lee and Soekartawi

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.