Identification of supporting factors of local food products towards the global market competition

Abstract

Local food products that have been known as icons of a region are faced with global market competition so that they are required to have competitiveness in fighting for the global market with the hope that business activities that rely on local identity are not lost and displaced by the arrival of various products that can replace product functions and roles on global competition. This study aims to identify the factors that support the sustainability of the local food product business so that it can compete in the global market and determine the strategies that must be done. To support this research activity, the method used is the analysis of factors supported by 100 respondents conducted using the accidental sampling method involving various groups of respondents. Based on the results of the study, it was found multiple factors that support the sustainability of local food product businesses, namely: lifestyle factors, individual factors, promotion factors and places, and product identity factors. Furthermore, so that the business activities of local food products can survive and be sustainable, the strategies that must be carried out are product innovation, intensive promotion, and determining a strategic sales location.