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Fertilizer is one of the important materials in farming system to improve quality and quantity of harvest. Most of farmers in Indonesia using fertilizer, one of substantial fertilizer is NPK that contain of complex nutrient, there are nitrogen, phosphorus and potassium. There are tendency for farmers using NPK based on quality products and speed of decomposition. Nowadays, market size for NPK fertilizer has been dramatically increase and it will impact on intensify of fertilizer use. The potential requirement in marketing does not balanced with consumer behavior analysis. Meanwhile, agricultural sector (include horticulture, floriculture, bio-pharmacy and plantation) have been wieldly increase of the farming system annualy. This research is study case which is analyzed local NPK fertilizer competitive advantage compared to imported NPK fertilizer through consumer point of view towards product quality in four districts in West Java province, i.e., West Bandung, Garut, Bogor and Cianjur District with target respondents are farmers who use NPK fertilizer. NPK fertilizer qualities are based on product attributes, which are; availability, nutrient content, price, basic ingredients, form of fertilizer, speed of decomposition, label, color, type, design and size of packaging. It was analyzed using sematic differential attitude models and multi attribute attitude snake diagram model. The evaluation ranking of consumers interests towards fertilizer attribute characteristics showed that consumer intention before deciding to buy or use a NPK fertilizer will consider nutrient content, speed of decomposition, form of fertilizer and availability of products. Consumer’s attitude towards all NPK fertilizer attribute quality illustrated that imported fertilizer is considered to be more positive than local fertilizer. Fertilizer companies or industries should be able to maintain their fertilizer production especially concerning nutrient content and availability of products through a better production which appropriate with consumer’s needs. Nutrient contents, form and speed of decomposition of fertilizer should be adapted with current state of farming activities |
