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- W2792442239 abstract "The trend of people changing to healthier lifestyle has contribution to increase consumption of healthy food including pigmented rice. Demand for pigmented rice in the special province of Yogyakarta has risen but farmers are still having difficulties in marketing their produce. This research aimed (1) to identify segments of targeted consumers for pigmented rice sales, and (2) to develop marketing strategy for pigmented rice as a functional food. The research was conducted in districts of Yogyakarta, Sleman, and Bantul. Consumers were grouped based on their psychographic aspects i.e. motivation, health awareness, and lifestyle. It seemed that farmers needed to do rebranding upon their products and focusing on consumers with high awareness toward their health. Keywords: Functional Food; Marketing Strategy; Pigmented Rice; STP Analysis" @default.
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- W2792442239 date "2018-03-01" @default.
- W2792442239 modified "2023-10-04" @default.
- W2792442239 title "STP Analysis in Marketing Pigmented Rice as Functional Food" @default.
- W2792442239 cites W1581120155 @default.
- W2792442239 doi "https://doi.org/10.18502/kls.v4i2.1664" @default.
- W2792442239 hasPublicationYear "2018" @default.
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