The influences of consumer characteristics on the amount of rice consumption

Abstract

This study aimed to analyze the characteristics of rice consumers and the influences of consumer characteristics on the amount of rice consumption. The research areas were determined purposively in the sub-districts with the most significant population in Medan City. The analytical methods used were descriptive and multiple linear regression analysis. The results showed that consumers in the study areas have various characteristics, concerning age, income, family size, health, and education. Simultaneously, characteristics of rice consumers have the significant effect on the amount of rice consumed. Partially, age and the number of family members have the significant effect on the amount of rice consumed. The implications of this research are, need different policies toward consumers of rice based on their income strata. Rice policies cannot be generalized.