Hari Dwi Utami, Ganesh Rauniyar, W.C. Bailey, Steve Morris, Hari Purnomo
This research examined how food processors respond towards Malang meatballs. Food processor response was explained by the processing and marketing strategies towards ethnic food. One hundred meatball processors respondents were selected from urban areas using cluster sampling. Respondents were interviewed using a structured questionnaire. Multiple and logistic regression procedures were applied to analyse the response of the home meatball industries (the HMIs) towards ethnic food. The study offers an explanation of marketing strategies used by the HMIs to respond towards consumers and their competitors. The mixed marketing strategies: unique taste combined with promotional tools, are used by the HMIs to meet consumers' needs (i.e. a 'halal food', unique taste, a low price, and a convenient purchasing place). doi:10.1300/ J038v13n04_05 © Copyright (c) by The Haworth Press, Inc. All rights reserved.
Faculty of Animal Husbandry, Brawijaya University, Malang, Indonesia; Institute of Natural Resources, Massey University, Palmerston North, New Zealand; Food and Agribusiness Management, Massey University, Palmerston North, New Zealand; Institute of Veterinary and Animal Sciences, Massey University, Palmerston North, New Zealand
