A developmental strategy for consumer buying - choices of goat milk kefir in East Java

Goat milk kefir consumers were found to be mostly females (59.6%) and only 40.4%. Buyers were mostly represented in the 41-50 age group (32.7%) with the youngest cohort in the 17-21 year grouping only 2.88%. The major consumers of this product had an income between Rp 1,500,000 and 2,999,999 (39.4%) and were mainly high school graduates (35.7%). One of the most important factors was the belief that kefir was a functional food and beneficial for the health. Factors which affected the decision to buy goat milk kefir which could be used as a marketing development strategy were: habit, halal, nutritive value, natural product, ingredients, and health benefits. It can be concluded that a goat milk kefir developmental strategy can be carried out by improving consumer confidence in the belief that goat milk kefir is a functional drink conferring beneficial health attributes.