<![CDATA[Okara nugget is a new product that still on introducing stage, therefore it needs adjustments toward consumer preferences in order to fit its marketing target. This research is proposed to describe the characteristics of Okara nugget's Consumers and to know the consumer preferences towards nugget products based on the attribute importance level that considered in the nugget product buying process, in order to increase the marketing. The characteristic of Okara Nugget's consumers is dominated by women who are 18-25 years old and not married yet. The consumers buy the product based on their desire and attain the information from their friends. The consumers prefer nugget from other product brands than the Okara nugget. According to multi-attribute Fishbein analysis, the attribute which has highest importance evaluation score is taste attribute. The other brands of nugget product attain the highest behavior score on the attribute that is appropriate, meanwhile Okara nugget attains the highest score at the price attribute. Taste quality needs to be upgraded before the Okara nugget producer try to do other upgrading steps. The price needs to be consistent in order to maintain the willingness to buy of its consumers.]]>
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