Rice Marketing Strategies and Consumer Preferences in Kendari City

Abstrak

This study aims to formulate effective rice marketing strategies to increase consumer interest in Kendari City. The research location was determined purposively, with data collected through observation, interviews, and documentation. Data analysis was conducted using the Game Theory approach to identify the most effective strategies based on consumer preferences. The findings reveal that the key factors influencing consumer interest in rice include soft texture, pleasant aroma, white and clear grain color, cleanliness from impurities, longer shelf life, affordable prices, brand availability, and ease of access. These results highlight the importance for producers and marketers to pay close attention to both the physical quality and non-physical attributes of rice in order to strengthen competitiveness in the local market.