Consumers’ & producers’ perceptions of Wonogiri cashews, a-potential geographical indication snack

Abstract

This study aims to analyze consumers’ and producers’ perceptions of Wonogiri cashew nut, a-potential geographical indication snack. The information used in this study was obtained from surveys carried out on 191 consumers and 61 producers of Wonogiri cashew nut. Descriptive research and cluster analysis were used to analyze consumers’ and producers’ perception and their characteristics. The result suggests that product differentiation was the most determined consumers’ choice, whereas consumer trust was the most determined producers’ choice to produce geographically indicated cashew nut. Two segments were observed for both consumers and producers, each with considerably different perceptions towards Wonogiri cashew nut, a potential geographical indication snack. Consumer education and monthly income enable the two segments of consumers to be differentiated. In comparison, producers’ age, years of work experience, and education level allowed the two segments to be distinguished.