PERCEPTION ON CERTIFICATION OF FOOD PRODUCT FROM END CONSUMER, RETAILER, AND PRODUCER IN DETERMINING BUYING DECISION

Abstract

This research was aimed at finding out the perceptions of the consumers, retailers, and the producers due to the certification of P-IRT (household food product) and its effect to the consumer’s buying decision. The data in this research were gained by interviews and observations and later be analyzed by using qualitative descriptive analysis. The sample for this research was chosen by purposive sampling method in which the consumers, retails and producers were chosen to be interviews based on the researcher’s considerations to meet the research objectives. The research result showed that P-IRT certification is very essential for the home industry in order to win consumer’s trust and supplier’s trust, especially for the suppliers of big scale department stores. The results also showed that the consumers and suppliers are aware of P-IRT certification and the advantages of PIRT- registered products for them. It was indicated from the research result that the food producers without P-IRT were difficult to expand their market targets and to win the consumer’s trust. However, through the producers have been aware of the P-IRT, the producers have also faced difficulties in processing the P-IRT certificate. Based on the research result, the managerial implications to be conducted by House of Mente were: 1) processing the P-IRT certification, and 2) starting to make new marketing strategies which are suitable for its products.