RESUMO
The biggest consumers of dairy products for children aged 1-3 years, which are referred to as growing-up milk (GUM), come from the middle and lower socioeconomic classes. More than 90% of Indonesians belong to this segment. In 2020, the proportion of the population living in rural and urban areas will be almost equal, namely 43.3% and 56.7%, respectively. Understanding brand switching behavior is essential to enabling GUM manufacturers to stay in business and thrive by retaining loyal customers. The aims of this study are (i) to assess the level of brand switching; (ii) to examine the determinant factors of brand switching behavior; and (iii) to compare the brand switching behavior of GUM consumers in rural and urban areas of middle and lower socioeconomic classes in Java. The research was conducted in 4 sub-districts in 2 provinces (East Java and D.I. Yogyakarta) using a guided interview method with a questionnaire. Research respondents were 419 consumers of GUM, and they were selected using the purposive sampling method. Data analysis used partial least squares - structural equation modeling (PLS-SEM) and multigroup analysis (MGA). The study found that the level of brand switching among GUM consumers in Java is 57%, which is considered high. The most important factor that influences the brand switching behavior of GUM consumers in Java's middle and lower socioeconomic classes is bad prior experiences, followed by variety seeking, bad product attributes, and customer dissatisfaction. A defective product is the most reflective indicator of a bad prior experience. There is no difference in brand switching behavior between rural and urban consumers in Java from the middle to lower socioeconomic classes. Therefore, GUM manufacturers are allowed to adopt the same marketing strategy to increase efficiency.
RESUMO
The paper examined the factors influencing farmer's willingness to adopt GI (geographical indication) practices in the Indonesian coffee sector from a psycho behavioral perspective. Specifically, the paper examined the psychological factors influencing the willingness of farmers to adopt GI. The study combined (1) the Planned Behavior (TPB) theory and (2) Technology Acceptance Model (TAM) as the theoretical framework. The following psycho behavioral factors were constructed and tested: subjective norm (SN), perceived behavioral control (PBC), attitudes toward behavior (ATB), perceived usefulness (PU) and perceived economic benefit (PEB). The study also investigated the effects of sociodemographic factors on these psycho behavioral constructs. The survey was conducted in two geographical indication coffee territories in Indonesia that involved 178 farmers who are perceived as willing to adopt GI practices and procedures. The relationship between constructs was investigated in which structural equation modeling (SEM) was used. The obtain data were analyzed using WarpPLS 7.0. The study finds that attitude toward behavior, perceived behavioral control, and perceived economic benefit, as important factors influencing the willingness to adopt GI practices. The subjective norm did not affect willingness to adopt GI practices. Farmers' knowledge mainly affected perceived behavioral control and willingness to adopt GI practices and procedures.
