Analisis Perbedaan Preferensi Konsumen terhadap Produk Olahan Susu dan Daging

Abstract

This study aims to analyze consumer preference differences between two categories of processed food products: dairy-based products (Cimory) and meat-based products (Kanzler). Consumer preference is a critical factor in shaping marketing strategies, especially in the highly competitive modern retail landscape. The research employs game theory, specifically a non-cooperative game approach, to understand how consumer choices are interdependent and strategically influenced by others. Data is collected through a questionnaire administered to 28 respondents from diverse demographic backgrounds. The expected outcome is to identify decision-making models for each product and determine an equilibrium point that reflects collective consumer tendencies. The novelty of this research lies in the application of game theory to analyze consumer behavior toward different categories of processed food—an area that remains underexplored in local studies. The impact of this study is expected to offer practical insights for food and beverage industry players in formulating marketing strategies, particularly in product promotion and distribution based on rational and competitive consumer preferences.